New aggregation is a rather grand name for the simple process of collating news from various online sources that is relative to your industry and adding it to your website.
First and foremost, we must stress that this method is not simply a case of you copying content from other websites and adding it your website. That not only will be a breach of copyright but it won’t help your website to gain more visitors.
So what exactly is news aggregation? Let’s look at how a Boiler Servicing Company might aggregate news items to create new content on their website.
Step 1 – Creating Google Alerts
Unless you want to spend several hours each day scouring the Internet for newsworthy content, we’ll need to use a couple of tools to do the searching for us.
Firstly, go to Google.co.uk and enter your main industry in the search box. We need to keep the search relative to your industry rather than your primary search-phrase so we don’t simply end up with a list of your competitor’s websites.
So for our example, we’ll enter the phrase ‘UK Plumbing’ – we add the UK prefix to try and refine our results to just UK sources but you may get International websites as well so it’s important to check all the alerts when they come through to you.
So enter search phrase related to your industry and hit enter. Now we want to refine our results to just news items so click on the ‘News’ tab:
You should now be presented with a page of news items related to your industry. You can go back and study each news article shortly but for now, we simply want to set-up an alert for this search phrase so whenever new news items relating to our industry are added to Google, we’ll receive an alert in our email.
Now scroll to the bottom of the first page of results and you should see a message asking if you want to
‘Keep up to date with these results’.
Click on the link to ‘Create an email alert…’ and you’ll be presented with the following page:
If you’re already signed-in to your Google account then your email address already be added to the ‘Deliver to’ field but if not, you can specify which email address you want alerts sent to. All the other settings should be set as per our example unless you want to change the frequency of how often you receive emails.
Now simply click on ‘Create Alert’ to save this alert.
Based on the settings we used, we will now receive a daily email from Google with all the new news item relating to ‘UK plumbing’. Of course we can add as many alerts as we like for a whole host of different phrases so we could also add ‘UK Gas Boiler’, ‘UK Tradesmen’, etc, etc.
Step 2 – Choosing Suitable News Items
Now we’re going to be sent all the news items we need, we’ll now look at how we can use all this information to create useful content on our website.
Let’s go back to the news results in Google for our example search-phrase…
What we are ideally looking for is news items that don’t already have a commercial tone to them. From this example, we can see that the first item is actually a press release from a commercial website so it’s not really the sort of content we want to be adding to our website
However, the second item in the results looks like it could be a worthwhile news item for our website so we’ll click on the link to see the actual news article. Take a few moments to read the article and ensure the main content is relevant to your website users.
Now we have a news item that fits with our website content, we want to use the article as a basis for a news article on our website.
Step 3 – Creating Your News Article
The original news article will only become relevant to our website audience if we add our own slant to it so there is no point in simply re-writing the article and adding it to our website. What we need to do it use the original article as a ‘hook’ to catch the reader’s attention before we deliver the message we want to across.
Firstly, we want to create a suitable title for our content that is more related to our primary search-phrase, for example;
‘Boiler Explosion is a Stark Reminder why Using a Certified Boiler Servicing Engineer is Crucial’
A title like this works on two levels – firstly it has a degree of impact to catch the attention of the reader and secondly, it contains your primary search-phrase so it will help the new article to rank in the search engines plus it will add relevance and authority to your website.
Now we have our title, we need to build the article content as follows:
The first paragraph – should contain an overview of the original article written in your own words, with a passing reference to the original news item. For example, the items could start, “The importance of using a Certified Boiler Servicing Engineer became evident for Lincolnshire couple whose house was destroyed by a gas explosion, reports the Lincolnshire Echo’.
Original article snippet – here you can cut and paste a snippet of text from the original news article, usually a few lines or a paragraph. For maximum impact, it’s best to avoid using the opening paragraph from the original article as it will simply provide an overview of the article which you would have already created yourself. Quotes from witnesses or text that highlights the news on a personal level are best used as a snippet.
Reaction & relevance – now you need to add your views on the news article and most importantly, demonstrate why this story should be relevant to your website audience. Remember that this article is not meant to be selling your business but providing advice for your website visitors so keep the tone as balanced as possible.
Call to action – at the end of the article you want to add a relevant call to action (CTA). For this example, we could add the following CTA:
‘If you have any concerns about your gas appliances and require advice from a Certified Boiler Servicing Engineer then call us for free advice’.
Resources & Credits – this is very important so don’t be tempted to leave it out. If you make reference to another piece of content on the Internet then you should give credit to the original Author by way of an acknowledgement and a link back to the original article. So at the bottom of every piece of content where you have taken some content from another article, you should an acknowledgement along the lines of:
Original article © Lincolnshire Echo – View the article here (link)
There is some (unwarranted) paranoia amongst website owners that linking to other websites will lose them credit with the search engines; that is an incorrect assumption. Citing authority websites in your content is actually seen as a positive action if it helps the user – you’ll notice that the bottom of every Wikipedia page contains links to other useful resources relative to the content.
This method of curating content has limitless possibilities and will enable you to add a rich, diverse range of ‘proper’ news to your website.