Zeri - Valon Badivuku

The challenge

A newsroom publishes constantly, which breaks the usual SEO advice in specific ways. Crawlers spend their budget wandering through pagination and tag archives while the story from an hour ago waits its turn. Wire stories put the same text on six sites and search engines have to decide which copy matters. And news carries a deadline no other content has: an article indexed tomorrow is worth a fraction of one indexed now.

What I did

I treated it as an efficiency problem rather than an optimisation problem. Make the important pages easy to reach and obvious to understand, get structured data right so a story is recognisable as a story, fix the crawl paths that waste attention, and speed the pages up. Crucially, the fixes went into the platform rather than into a document. I worked with the development team on how the application renders structured data and how it holds up at publishing volume.

Results

Structured data, crawlability, and speed fixes implemented in the platform itself, not handed over as a report

Crawl paths cleaned up so indexing attention goes to fresh stories instead of pagination and tag archives

Source signals set up to hold under wire-story duplication

SEO that survives the consultant leaving, because it lives in the templates the newsroom publishes through

Zeri is one of Kosovo's major daily news platforms. I ran a technical SEO engagement across structured data, site speed, and crawlability.

News is a different animal. A normal site publishes when it has something to say. A newsroom publishes constantly, which breaks the usual advice in specific ways.

Volume is the first problem. Publish that much and crawlers spend their budget in the wrong places, wandering through pagination and tag archives while the story from an hour ago waits its turn. Wire stories are the second. The same text lives on six sites, and search engines have to decide which copy matters. And news has a deadline that no other content has: an article that gets indexed tomorrow is worth a fraction of one indexed now.

So the work was about efficiency more than optimization. Make the important pages easy to reach and obvious to understand. Get structured data right so a story is recognizable as a story. Fix the crawl paths that waste attention. Speed things up, because slow pages lose readers before they lose rankings.

The fixes went into the platform, not into a document. I worked with the development team on how the application renders structured data and how it holds up at publishing volume. That is the difference between SEO that survives and SEO that quietly decays the week after the consultant leaves.