{"id":7414,"date":"2018-07-26T15:20:25","date_gmt":"2018-07-26T13:20:25","guid":{"rendered":"http:\/\/legacy-7414"},"modified":"2026-10-15T23:35:00","modified_gmt":"2026-10-15T21:35:00","slug":"paywalls-and-seo","status":"publish","type":"post","link":"https:\/\/kloos.vonblock.com\/en\/blog\/paywalls-and-seo\/","title":{"rendered":"Paywalls and SEO \u2013 how to get your gated content ranked by Google"},"content":{"rendered":"\n<div class=\"wp-block-group mcg-lg-padding-inline-m1 mcg-md-padding-inline-m1c1g1 mcg-padding-inline-m1c2g1 mcg-sm-padding-inline-m1 is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">Paywalls are one possible model from monetizing a website\u2019s content. They are especially popular with quality news sites and websites that offer highly valuable content that takes a lot of resources to produce.<\/p>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">While it\u2019s a great model for monetization, it\u2019s always been tricky for SEO: if Google doesn\u2019t see your content, how are they going to rank it?<\/p>\n\n\n\n<h2 class=\"wp-block-heading mcg-padding-top-100px has-h-2-font-size\">What are Google\u2019s SEO recommendations for paywalled content?<\/h2>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">Up until 2017, Google had the so-called \u201cfirst click free\u201d rule, where publishers were expected to give away their premium content for free. At least one time, to users that come from Google. Not only did this lead to some misuse by users, but also to frustration for publishers. Google was essentially telling them: \u201cEither you give your content for free to users coming via Google (on the first click), or we don\u2019t rank you anymore.\u201d<\/p>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">This model was discontinued last year (<a href=\"https:\/\/webmasters.googleblog.com\/2017\/10\/enabling-more-high-quality-content.html)\" target=\"_blank\" rel=\"noopener\">https:\/\/webmasters.googleblog.com\/2017\/10\/enabling-more-high-quality-content.html)<\/a>. Since then publishers are free to decide themselves on how much content they provide for free. The new method is called \u201cFlexible Sampling\u201d.<\/p>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">There are 2 options:<\/p>\n\n\n\n<ul class=\"wp-block-list mcg-padding-bottom-1em\">\n<li><strong>Metering:<\/strong> provides users with a quota of free articles to consume, before they have to pay for more. This could be 5 per day or 3 per month \u2013 the amount is up to each publisher.<\/li>\n\n\n<li><strong>Lead-in:<\/strong> offers a portion of the article\u2019s content, while not showing the entire article. To read the full article, the user has to pay.<\/li>\n<\/ul>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">Google says that \u201ca lead-in clearly provides more utility and added value to users\u201d because it \u201callows users a taste of how valuable the content may be.\u201d<\/p>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">Metering can be the better option for news platforms so people can get an idea of the journalistic quality of their content. I\u2019ll be better equipped to decide whether I want to subscribe to a news site, if I get to read 3 full articles rather than the first 3 paragraphs of an unlimited number of articles. Many factors come into play when deciding the right model for news sites, and SEO is just one of them.<\/p>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">For other platforms offering premium content \u2013 studies, charts, statistics, knowledge or tutorials \u2013 lead-ins are usually the better option. For them SEO often plays a more important role. Therefore, I\u2019ll focus on the lead-in option in more detail here.<\/p>\n\n\n\n<h2 class=\"wp-block-heading mcg-padding-top-100px has-h-2-font-size\">What are the technical SEO considerations for paywalls?<\/h2>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">In order to take part in the expanded scheme of flexible sampling, publishers must mark-up content that will be hidden from non-subscribers using the machine-readable structured markup JSON-LD. This enables Google to know exactly which bits of content Googlebot is getting to see only because it\u2019s Googlebot (and the publisher is engaging in Flexible Sampling) and what will actually be visible to users when they click through. This will prevent Google from seeing it as cloaking, which is a spam technique.<\/p>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">It\u2019s possible to prevent Google from showing the cached link to the report, so people can\u2019t just go into Google cache and read your content there.<\/p>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">Guidelines on how to do it: <a href=\"https:\/\/developers.google.com\/search\/docs\/data-types\/paywalled-content\" target=\"_blank\" rel=\"noopener\">https:\/\/developers.google.com\/search\/docs\/data-types\/paywalled-content<\/a><br>Verify Googlebot to give them access: <a href=\"https:\/\/support.google.com\/webmasters\/answer\/80553\" target=\"_blank\" rel=\"noopener\">https:\/\/support.google.com\/webmasters\/answer\/80553<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading mcg-padding-top-100px has-h-2-font-size\">How to balance free and paid content?<\/h2>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">Google has no interest in sending users to a website where the content is behind a pay gateway. It\u2019s a poor user experience. Google likes content that satisfies the search query and provides value. This value is what Google wants to see, and ultimately what it ranks within its search results.<\/p>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">Showing the entire content to Google as described above will help, but we still have to think about the user experience. More important than the technical setup will be the work on the visible portion of the content \u2013 the lead-in.<\/p>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">Ideally, the lead-in will provide answers to the most common questions regarding a particular subject. This in itself will make it valuable to many users. It should also have an index and provide meta information on the content that\u2019s behind the paywall. This will not only add content to the lead-in page, but also provide users with valuable information on why they should pay for the full article.<\/p>\n\n\n\n<h2 class=\"wp-block-heading mcg-padding-top-100px has-h-2-font-size\">Keywords considerations when creating lead-in content:<\/h2>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">The searchers\u2019 intent heavily depends on the topic. A search for \u201cglobal ad budget 2017\u201d clearly shows an interest in actual data and indicates a possible willingness to pay for the statistics. Three of the four first results on Google show premium content, each one with a lead-in.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full mcg-padding-block-1em\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"604\" src=\"https:\/\/kloos.vonblock.com\/wp-content\/uploads\/2020\/12\/global_ad_budget_2017_-_Google_Search.png\" alt=\"\" class=\"wp-image-7316\" srcset=\"https:\/\/kloos.vonblock.com\/wp-content\/uploads\/2020\/12\/global_ad_budget_2017_-_Google_Search.png 1000w, https:\/\/kloos.vonblock.com\/wp-content\/uploads\/2020\/12\/global_ad_budget_2017_-_Google_Search-300x181.png 300w, https:\/\/kloos.vonblock.com\/wp-content\/uploads\/2020\/12\/global_ad_budget_2017_-_Google_Search-768x464.png 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">A search for phrases like \u201cads on Facebook\u201d on the other hand shows a completely different intent and Google doesn\u2019t list any premium content in the SERPs. What they do show are a number of featured snippets.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full mcg-padding-block-1em\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"1096\" src=\"https:\/\/kloos.vonblock.com\/wp-content\/uploads\/2020\/12\/ads_on_facebook_-_Google_Search.png\" alt=\"\" class=\"wp-image-7313\" srcset=\"https:\/\/kloos.vonblock.com\/wp-content\/uploads\/2020\/12\/ads_on_facebook_-_Google_Search.png 1000w, https:\/\/kloos.vonblock.com\/wp-content\/uploads\/2020\/12\/ads_on_facebook_-_Google_Search-274x300.png 274w, https:\/\/kloos.vonblock.com\/wp-content\/uploads\/2020\/12\/ads_on_facebook_-_Google_Search-934x1024.png 934w, https:\/\/kloos.vonblock.com\/wp-content\/uploads\/2020\/12\/ads_on_facebook_-_Google_Search-768x842.png 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">Google is more likely to show paywall content for the first category of searches, indicating an in-depth research, than for purely informational search queries. This is something to keep in mind and consider for the keyword strategy. It will be much easier to compete in the first category and get your content ranked.<\/p>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">The second category also provides an opportunity: if you get your \u2013 very well written \u2013 lead-ins ranked within the top 10 results, even at the bottom, you can aim at attaining a featured snipped by giving the best answer to the question asked.<\/p>\n\n\n\n<h2 class=\"wp-block-heading mcg-padding-top-100px has-h-2-font-size\">The ideal lead-in content:<\/h2>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">The ideal lead-in content for SEO is rarely the first few paragraphs of an article or report. In most cases we prefer an executive summary that covers the following points:<\/p>\n\n\n\n<ul class=\"wp-block-list mcg-padding-bottom-1em\">\n<li>A headline (h1) describing the topic and containing the main keywords<\/li>\n\n\n<li>A short summary<\/li>\n\n\n<li>Two or three most common questions around the topic, formatted as h2 or h3 heading<\/li>\n\n\n<li>Concise answers to each of these questions. These answers serve two purposes: they give the most important information to make users happy, and they are potential candidates for achieving featured snippets in the SERPs.<\/li>\n\n\n<li>An index and meta information on what\u2019s behind the paywall (length, charts, in-depth analysis, interviews, downloadable PDFs, etc.)<\/li>\n\n\n<li>As much schema.org markup as relevant and possible<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading mcg-padding-top-100px has-h-2-font-size\">So, who has the better chances?<\/h2>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">If your content is ordinary and there are many other sites that offer the same or similar information for free, it\u2019s going to be very difficult to achieve good rankings with premium content. But if your lead-ins satisfy 90% of all visitors looking for a quick answer, and provide killer-content behind the paywall that justifies it\u2019s price, you may actually be in a stronger position than your competitors, who offer lukewarm content for free.<\/p>\n\n\n\n<p class=\"mcg-padding-bottom-1em has-copy-font-size wp-block-paragraph\">Good content, a well thought out keyword strategy and a solid technical setup can go a long way in positioning your premium content at the top of the search results and thus drive valuable traffic to your site.<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Paywalls are one possible model from monetizing a website\u2019s content. They are especially popular with quality news sites and websites that offer highly valuable content that takes a lot of resources to produce. While it\u2019s a great model for monetization, it\u2019s always been tricky for SEO: if Google doesn\u2019t see your content, how are they [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":8574,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[],"class_list":["post-7414","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Paywalls and SEO \u2013 how to get your gated content ranked by Google - kloos.kloosprojekt.com<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Paywalls and SEO \u2013 how to get your gated content ranked by Google - kloos.kloosprojekt.com\" \/>\n<meta property=\"og:description\" content=\"Paywalls are one possible model from monetizing a website\u2019s content. 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