Google restricts new publications in Publisher Center

Google yesterday announced changes within Publisher Center. This update aims to simplify the process for publishers and ensure a more consistent approach to how content appears in Google News and across news surfaces.

Publishers can no longer manually add publications: Previously, publishers could create dedicated source pages for their publications within Publisher Center. This functionality is being discontinued.

Automatic creation of publication pages: Google will transition to automatically generating publication pages later in 2024. These pages will showcase publisher content and allow users to follow publications.

Continued access for existing publication pages: Publishers with existing, manually created publication pages will retain access to customization features until the automatic rollout is complete.

Impact on Google News Visibility

It's important to understand that having a publication page in Publisher Center does not guarantee content will be included in Google News or other news surfaces.

According to Google, content from publishers adhering to their content policies is automatically considered for inclusion since December 2019. Google's systems identify and rank eligible content based on relevance, prominence, authoritativeness, freshness, location, and language.

Clarifying the Role of Publisher Center

Google emphasizes that Publisher Center is not a prerequisite for appearing in Google News. Here's a breakdown of its role:

• Publisher Center: This tool allows publishers to submit content for Google News consideration through RSS feeds, website URLs, or videos. It offers benefits like content and branding control, monetization opportunities, and potential placement eligibility in the Newsstand section of the Google News app (depending on location).
• Google News Ranking: Google's algorithms determine the ranking and placement of content in Google News, regardless of Publisher Center setup. Factors like content quality, user relevance, and adherence to Google's guidelines influence ranking.

What Publishers Can Do

• Focus on high-quality content: Creating valuable and informative content remains paramount for visibility in Google News.
• Prioritize user experience: Ensure your website is mobile-friendly, easy to navigate, and adheres to Google's Search and News policies.
• Utilize Publisher Center effectively: While automatic inclusion is the norm, Publisher Center offers valuable features like content control and monetization options. Existing publication pages can still be customized until the automatic transition occurs.

The potential pitfalls of Google's Publisher Center Update

While Google emphasizes a streamlined process and no impact on content consideration for Google News, the update raises concerns for smaller and newer publishers in the online ecosystem.

Previously, manually curated publication pages allowed publishers to showcase their brand identity and editorial voice. With automatic generation, smaller publishers may struggle to stand out among a sea of homogenized pages. This lack of control over presentation could hinder brand recognition and user engagement, particularly for those lacking established reputations.

The reliance on automated algorithms for page creation raises concerns about discoverability, especially for niche publishers. Google's ranking factors for news surfaces prioritize relevance, prominence, and authoritativeness. Smaller publishers, often lacking the established track record of larger outlets, may find their content buried in search results. This can be detrimental to attracting new audiences and building a loyal readership.

Publisher Center offered features like paywall implementation through Reader Revenue Manager, a valuable tool for smaller publishers seeking to monetize their content. While Google assures these features will remain available, the impact of losing control over page design and potentially reduced discoverability could affect overall revenue generation.

The shift towards automated publication pages reinforces publishers' dependence on Google's algorithms and criteria. This raises concerns about potential manipulation or changes in ranking factors that could disproportionately disadvantage smaller players. Diversifying traffic sources and exploring alternative distribution channels becomes even more crucial for mitigating risk.

The new system potentially creates a steeper learning curve for new publishers entering the online space. Previously, Publisher Center offered a centralized platform for submitting content and managing news presence. Without the option for manual page creation, navigating Google's system for content submission and ensuring discoverability could become more complex for newcomers.

Despite the potential challenges, here are some strategies small and new publishers can adopt to navigate the evolving landscape:

• Focus on Content Quality: Producing high-quality, informative, and engaging content remains the cornerstone of success. Invest in strong editorial practices and cater to a well-defined niche audience.
• Optimize for Search Engines: Employ Search Engine Optimization (SEO) best practices to increase organic traffic. This includes keyword research, on-page optimization, and building backlinks from reputable sources.
• Diversify Traffic Sources: Explore alternative platforms for content distribution, such as social media marketing, email newsletters, and content syndication agreements with established websites.
• Build Direct Relationships with Readers: Invest in email list building and fostering a loyal readership through audience engagement strategies.
• Monitor Google Updates: Closely follow Google's announcements and updates regarding Publisher Center and Google News algorithms. Staying informed will allow for adapting strategies as needed.
• Advocate for Transparency: Support industry efforts to encourage Google to provide greater transparency regarding ranking factors and content selection processes for news surfaces.

While Google's goal of streamlining the Publisher Center experience is understandable, concerns regarding the impact on smaller and newer publishers are valid. A balanced approach is needed. Here are some potential solutions:

• Customization Options: Offering limited customization options within the framework of automated pages would allow some control for publishers to maintain brand identity.
• Clearer Ranking Guidelines: Google could provide more detailed and specific guidelines regarding ranking factors for news surfaces, empowering publishers to optimize their content effectively.
• Support for New Entrants: Develop resources and educational materials specifically tailored to guide new publishers through the intricacies of Google's systems and best practices for success.

The future of Google's Publisher Center and its impact on small and new publishers remains to be seen. While the potential benefits of streamlined processes are apparent, the risks associated with reduced control and discoverability require careful consideration.