A recent survey conducted by NewzDash sheds light on pivotal trends shaping the future of news SEO. With insights from 100 news publishers and SEO professionals, the report highlights critical challenges, emerging strategies, and the tools publishers need to stay competitive in an ever-evolving landscape.

Key Findings

Google Discover: A Growing Influence

Google Discover has become a significant traffic source for publishers, but its impact varies:

• 52% of respondents consider Discover a top priority for 2025.
• 56% report recent traffic increases, while 21% have seen declines.

AI’s Disruptive Impact on SEO

AI-driven changes in search are reshaping the SEO landscape:

• 39% view Google’s AI features as a threat to traffic, while 43% remain uncertain about its long-term impact.
• 32% report declines in visibility and click-through rates due to AI-driven SERP features.

Content scraping by AI platforms poses additional concerns:

• 32% permit scraping, while 29% selectively block platforms, and 11% block them entirely.
• Strategies to combat scraping include paywalls, structured data, and legal measures.

Top Challenges for SEO Teams

News SEO professionals face significant hurdles:

• Budgets: 34% struggle with funding for tools and resources.
• Skills Gap: 24% cite a lack of advanced SEO expertise.
• Specialized Tools: 17% report insufficient access to tools tailored for news publishers.
• Hiring: 13% face difficulties in finding skilled SEO talent.

Budget constraints are particularly pressing:

• 45% operate with less than $1,000/month for SEO tools.
• 13% have no budget, relying solely on free resources.

Lean Teams and Workload

SEO teams are typically small and overstretched:

• 44% have 2–5 members, while 34% operate as a one-person team.
• Each team member manages an average of 4.5 brands or websites.

Editorial Collaboration

Strong collaboration between SEO and editorial teams is vital for success:

• 55% provide only basic SEO training to editorial staff.
• 45% report active buy-in from editorial teams, though 52% see partial adoption of SEO recommendations.
• 64% of SEO professionals are integrated into daily editorial workflows.

Looking Ahead: Key Focus Areas for 2025

News SEO professionals are prioritizing the following:

1. Google Discover: Developing technical and creative strategies to boost traffic.
2. AI Adaptation: Staying ahead of search engine changes driven by AI.
3. Diversification: Reducing dependence on traditional search traffic.
4. Cross-Team Collaboration: Strengthening alignment between SEO, editorial, and product teams.

Participant Snapshot

The survey participants reflect a diverse mix of experience, roles, and regions:

• Experience: 34% have 1–4 years in news SEO, 37% have 5–10 years, and 29% bring over a decade of expertise.
• Roles: 40% are managers, 31% specialists, and 18% directors or executives.
• Regions: 38% focus on Europe, 31% on North America, and 31% represent other global markets.

Conclusion

The 2025 News SEO Survey underscores the need for publishers to remain agile and innovative in the face of AI-driven disruptions and platform changes. By investing in strong cross-team collaboration, technical expertise, and diversified strategies, news publishers can navigate challenges and capitalize on emerging opportunities.

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