Skip to main content

Webinar Sneak Preview: Strategic SEO - Increasing Your Organization's Visibility

By

Q+A with SEO expert Pam Long of True Digital

We caught up with Pam Long and asked her to answer just a few SEO-related questions in advance of her upcoming webinar - Strategic SEO: Increasing Your Organization's Visibility. In this session, Pam will focus on the SEO challenges faced by association and mission-based publishers and organizations, and the Q+A below is just a small taste of the information she has to share, and she'll be taking your questions throughout the webinar!


1. What's the biggest SEO challenge facing association/mission-based publishers?
You need to face the reality that there are organizations out there that have been generating content with the intent of being found far longer than many associations have had digital content available at all. You’re competing against the likes of Google Books and Amazon, who are very, very good at discoverability, have a ton of information, and have brand name visibility.
2. How can publishers use SEO to reach BEYOND their core audience to readers who don't know them well?
I’d recommend you set up a free Google AdWords account and run some terms from some of your publications through it, just to begin to get an idea of how many people are searching for terms related to the topics your content covers. You'll find out the average number of searches for each term, and you can slice and dice by country by language, etc. It's a great way to start looking at where the opportunities are to reach outside your current audience just by doing a little bit of keyword optimization within content.
3. What are some new factors Google is considering in search rankings?
Two recently added inputs you should be thinking about are...
  • Does your site use responsive design?
  • Does it load fast on mobile devices?
4. How does Google score sites, and how does this uniquely affect online discovery for book publishers?
Google doesn't give a score to the site as a whole, they give a score to each individual page. In terms of content derived from book, it is important to think of each chapter or each segment of a book as an individual piece of content, and each of the keywords within that need to be very specific to that piece of content rather than to the publication as a whole.

 About our speaker:
Pam Long - Senior Digital Strategist for True Digital
Pam has been involved in search engine optimization for over 20 years... longer than Google has been in business. Working for a variety of agencies and interactive shops, Pam has developed extensive expertise in the particular needs of mission-driven publishers. Now at True Digital, she puts her marketing and tech strengths to work developing digital strategies, SEO/SEM programs and measurement tactics to analyze everything from search engine rankings and social media engagement to website conversion.

Comments

Post a Comment

Popular posts from this blog

What Einstein Taught Us About Searching Inside Publications

By
When the Collected Papers of Albert Einstein went live on Tizra a few years ago, it was a huge step forward. Suddenly, anyone anywhere could search and access the output of one of the 20th Century’s great minds…from love letters to breakthrough articles that changed how we think about the nature of time and space. But the project also showed the limits of traditional tools for searching within large, complex publications. These limits sparked a collaboration with Princeton University Press and Einstein Papers Project editors, which this year resulted in a dynamic new search interface, which we’ll be demonstrating in a  Webcast Friday, December 15 at 1pm ET . The interface not only makes it easier for Einstein researchers to home in on relevant content on both mobile devices and desktops, it points the way toward faster, better searching within a wide range of publication types, from reference books to periodicals, technical documentation and standards to textbooks. Click To Re
Post a Comment
Read more

Using XML to Create a Better Online Reading Experience for the American Payroll Association

By
Congrats to the American Payroll Association on their recent launch of XML-based publications on Tizra!  Thanks to this collaboration, APA's authoritative books for payroll professionals are now available in crisp, reflowable HTML, creating a user experience that feels like a truly digital native product, rather than a conversion from print. XML-based publishing also creates a better mobile reading experience, supports more precise search and navigation, and opens the door to better accessibility for users with low vision and other disabilities. Our partners at  Scribe  did a great job supporting APA through the process of producing the XML for loading into Tizra, and we’d definitely recommend them to anyone interested in such a transition. It’s hard to overstate what a big step forward this is for Tizra as a platform and a company. XML has long been planned for in the product's architecture, but now for the first time, we have a working example that demonstrates the pow
Post a Comment
Read more

Behind the Screens, Pt. 1--Creating a Site With the New Tizra Publisher Control Panel

By Abe Dane
Now that it's public , we're excited to show the new Tizra Publisher web control panel in a bit more detail. To provide a real-world example, we'll show it in use building the eat.shop guides site for Cabazon Books, which went live a few weeks ago. While in practice the process is quick—with initial online selling capability available in a matter of minutes—there's a lot to the software, so we'll break it up over a few posts. 1. Upload a Document When you open your Tizra Publisher account, you're presented with the control panel homepage in your web browser. The cog dropdown provides quick access to key tasks from anywhere in the system. Start by using it to upload a PDF. In this case, it's the full 132 illustrated spreads for eat.shop nyc. Note how the progress bar informs you as the system imports the file, extracts metadata, breaks the PDF into individual pages, and indexes it for full-text searchability. Apart from the upload, which of cours
Post a Comment
Read more