Skip to main content

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

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

Popular posts from this blog

Texas Tech University Center Goes Digital and Reduces Print Budget by 80 Percent

CCFCS curriculum materials hosted by Tizra are winning raves from teachers. After 44 years of empowering teachers with print materials that were aligned with key instructional goals, Texas Tech Curriculum Center for Family and Consumer Sciences (CCFCS) made the bold decision to go 100 percent digital using the Tizra digital publishing platform. At first, the task seemed daunting.  “We printed out a copy of each of the curricula and some of them were four inches thick,” says center director Patti Rambo.  In addition to a massive quantity of materials for its 33 courses with 300-350 teaching strategies per course, the school also needed to meet aggressive revenue goals and appeal to a diverse customer base. The Center’s search for solutions was exhaustive until they were directed to Tizra. “Tizra is flexible enough for us to make up the rules as we go along,” said Rambo. “We were able to design our pages so there’s less scrolling, and we were able to color code the courses

Case Study: ARL Walks the Walk on Accessible Content

The Association of Research Libraries (ARL) provides leadership in public and information policy to 125 research and academic libraries in the U.S. and Canada. A few years ago, in an effort to increase community engagement and reduce costs, ARL made the move from print to digital publications using the Tizra platform. "Our goal was not just to go e-only, but to get there with enhanced functionality," said Publications Program Officer Lee Anne George. When evaluating digital publishing platforms, ARL had some critical requirements including: Support for existing publication formats A full e-commerce platform supporting both free and paid content, as well as password- and IP-authenticated access for individual users or entire organizations Mobile responsive design support Full-text searching including relevancy ranking and linking to specific pages in search and social sharing Support for ARL's digital accessibility mandates After extensive testing, incl