Follow Up Articles, Best Practices - Coldplay Example
Distinct Headlines and URLs: Each story should have a unique and informative headline that accurately reflects its specific focus. This helps search engines differentiate between the stories and understand their individual relevance to different search queries.
Varying Content: While the stories may cover the same overarching topic, they should offer distinct perspectives, new information, or different angles on the issue. This ensures that each story provides unique value to readers and search engines. This should be reflected in the article headline, content and images.
Internal Linking: Linking between related stories within the same publication can help distribute search traffic more effectively. For example, a follow-up story could link back to the original story, and vice versa. This can help search engines understand the relationship between the stories and potentially improve the overall ranking of the publication's content on relevant search queries. Always remember to add an internal link to the previously published stories.
Content Updates: Regularly updating older stories with new information or links to follow-up stories can keep the content fresh and relevant for search engines. This can help maintain the visibility of the original story in search results while also promoting the newer follow-up stories.
PREFERRED: If a story is still receiving strong traffic consider updating it as opposed to publishing a new story.
Example - Read Full Cases Study
https://www.khaleejtimes.com/uae/coldplay-live-in-abu-dhabi
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Original headline was “Coldplay live in Abu Dhabi”
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Headlines could have emphasized the instant live report nature
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Article performed more meaningfully as a summary of the concert than as a live blog and competed with the article that was intended to be a summary.