So Google News is in the news again, this time Google has pledged £107m to European publishers and news start-ups. As well as offering funding Google staff will be sharing knowledge with journalists on how to publish content so that it gets indexed correctly by Google.
What’s the point?
…if the ethos is that the best news is that which comes up in your search results, how do publishers fund that news, and make sure it’s indexed properly?
‘Ethical’ and well researched news doesn’t come for free, it’s written by experts who have niche knowledge. And if Google News want to stand out from Social Media as credible, and business orientated then they can’t go down the ‘most talked about’ route. ‘Most talked about’ might mean gossip or rumour, anyway it is unsubstantiated – sure it may be breaking news but it hasn’t been qualified yet. And until that journo is on the ground speaking to the authorities as well as eye witnesses who’s to say it’s true.
As regards Google compliance and the indexing of content, this takes different skills to that of journalism. There is a fine balance to be struck between a snappy headline and one that will make sense to the user that is seeking news or information. The blend of the dark art of SEO, not to mention responsive content, and intelligently written prose is the Editor’s daily challenge.
The move again highlights Google’s differentiation from other news sources, the recent partnership with Twitter emphasises a preference for trade, industry or business news as opposed to consumer-led interest.
Is there money in it?
Yes, businesses want to share their news, and speak directly to their clients or share holders – and not just from a pitching perspective. Business owners have sector knowledge and industry insight – who better to share news. And as traditional marketing continues to flag from cold calling to trade events, establishing credibility and therefore referral and recommendation has to be a more effective way to sell. And if the business sells ancillary products or services, advertising against relevant news in the right ‘section’ or ‘channel’ so that potential customers will understand the business proposition is acost effective way to promote and position the product or service.
Reassuring too that the Financial Times, the Guardian and Die Zeit have joined the Google News foundation. It shows that regardless of history and credibility future proofing the freedom of the press is hard to do without funding or the support of Google.