A client of mine has a news website, and he wants to implement SEO. They already have some of the basics set up (keywords, tagging, technical requirements for photos/videos, etc.). I'm working to make the site more SEO friendly (schema, sitemaps, AMP, etc). Most of these have been fairly effective.
Because they're a news site, content is almost always solely reliant on what's happening day-by-day. This can make performance erratic. The idea of a lifestyle section for evergreen content (and ad opportunities) has been floated around. However, site limitations prevent that from happening right now. Also, we can't just build our content around keywords, as the writers have to make the stories in a specific format.
Do you guys have any tips on how I can get consistent results for this kind of site?
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