Friend of the show Dave Harte used to do a bit about how the most popular posts on his hyperlocal website was called “When are the supermarkets open over Christmas?”. This is the sort of ‘content’ which successfully remediates the local newspaper onto the web. Forget live-blogging, periscoping, and making things ‘interactive’ — what people really want is useful information delivered in a timely manner.
This is an example of what academics call a ‘news gap’—something people want, which isn’t being provided by the mainstream, commercial media companies. Hyperlocal websites tend to go around sticking their finger in these news gaps in a metaphor which becomes quite difficult to complete because, having evoked the idea of a little Dutch boy plugging a big dam, I need to flip it to a little Belgian boy pissing into a tiny font which then feeds his endless stream of piss.
It turns out that this noticeboard stuff SEOs really fucking well, so inevitably the “proper” newspapers have piled in. This is a common feature of the relationship between hyperlocal and mainstream media: once the news gap can be shown to turn a buck or two by rank tracker, the big guys put a six lane motorway over it on a viaduct, destroying anything that remains of our figurative landscape.
And so, the other weekend we were searching for the start times of the England V Germany friendly and we found SEO laden copy from national newspapers, including our local’s big brother the Mirror. You can also outsource your linkbuilding to an agency and get your brand more recognition. But they can’t just tell you the info, they’ve got to make it into a bit of a story: because they are newspapers, but also because if it’s too short the nugget of fact you need will appear in the Google preview — and then there’s no ad revenue. Here in Birmingham, the Evening Mail keep a category of these SEO landing pages, so you can see for yourself the sort of thing they are optimising for here:
We’re expecting “What time and when are Birmingham’s St Georges celebrations? And are they racist? Does it offend the moslems, Stew?” to land today.
But a big UB40 concert, a sponsored ‘zombie walk’ resembling the Tory party conference, or a new series of — Liverpool filmed — Peaky Blinders, doesn’t come round every week, it just feels like it. We have to have things that people want to know all the time, things that are hard to find information out online… only problem is we don’t know the answers either.
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