How Publishers Can Grow Traffic Through On-Page Optimization

seo, publishers, google, search, contentIf you’ve read my previous article on keyword research, you’re probably ready to put your optimization efforts into action. Quite possibly the most important part of SEO is content creation, and the optimization of that content. In this article, I’m going to offer some insider tips on how to optimize your content and prepare it to rank well in Google and drive the traffic that you’re seeking. Let’s dive in.

Often the most discussed content element to optimize is metadata. The most common form of metadata include a page’s page title and meta description, which are used along with a page’s URL in search engine results pages (SERPs) to help the user decide if your listing is of interest to them.

While many SEO articles cover the basic approaches to optimizing metadata, I’m going to dig into a couple more advanced tips that you can use as needed to better influence potential rankings and clicks in the SERPs.

Much more.


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The World’s 52 Largest Book Publishers, 2016 (PW)
Pearson maintained its place as the world’s largest book publisher in 2015, but that doesn’t mean the U.K.-based company didn’t face its share of challenges. The company began a major restructuring effort in the year that included the sale of the Financial Times and its stake in the Economist.

For Publishers Looking to Make Inroads into Big Data, Bundling Is Key (PW)
How do Internet markets for books create value for consumers? In the late 1990s, the answer probably would have been lower prices—the result of a reduction in operating costs and an increase in competition. However, today a larger source of consumer value has become apparent: the long tail, which describes the sale—made possible by online retailing—of small numbers of many different books, rather than the traditional approach, in which money is made on a few blockbusters.

NetGalley to Make Access to Digital Proofs in Australia Easier (DBW)
NetGalley, which delivers digital proofs to readers to help promote and market new books, announced today that it has launched a new initiative for the Australian Library and Information Association (ALIA), now allowing its members to take advantage of the digital service. NetGalley will validate ALIA member ID numbers within NetGalley profiles.

Amazon Opening a Physical Bookstore in Chicago (PW)
Amazon has confirmed that it is opening another bricks-and-mortar store, this one in Chicago.

Draft2Digital Test Drive for Indie Authors (BookWorks)
Is the growing ebook file converter and distributor Draft2Digital as easy and fast as its advocates say it is? To find out, I took it for a test run to compare it with its closest counterpart, Smashwords, the leading ebook “aggregator”.

How the Publishing Industry Can Engage Children (Bookseller)
Learning to read is arguably the most difficult task a child will undertake. Making sense of the confusing shapes and marks (which can somehow miraculously be made into sounds and words) can be daunting, so it’s important to use all our design skills to make this easier.

How to Sell Books in Gift Shops (Book Business)
Gift shops offer a significant opportunity to publishers, particularly those that create educational content about local history. Millions of consumers visit national parks and historic sites each year, and many are looking for a souvenir to take home.

Why a West Coast Software Company Is Getting into Book Publishing (PW)
When former Farrar, Straus and Giroux editor Jesse Coleman was looking to get back into publishing after spending years building a freelance editorial business, he found himself weighing opportunities at Big Five houses against a job at a software company.

Japanese and American Publishing Executives Explore Closer Ties (PW)
A dinner held August 16 at the New York City residence of Reiichiro Takahashi, the ambassador and consulate general of Japan in New York, marked the beginning of what Japanese publishers hope is a new dialogue between Japan and the U.S. that will lead to increased book business.

Italian Teens Receive a ‘Culture Bonus’ to Read (Pub Perspectives)
Citing “centuries of history that proclaim the fact that culture will beat ignorance,” Italy’s prime minister set in motion the new €500 grants for the country’s 18-year-olds.

An Independent Publisher in Spain’s Recovery (Pub Perspectives)
“It seems unlikely that the industry can make up for the 40 percent that has been lost,” but Blanca Rosa Roca counts herself a survivor in a recession-ravaged marketplace.

Can Google Help Translate a Classic Novel? (PW)
No, Google Translate was in no way useful to my translation of the 1956 Argentine novel Zama: let’s get that out of the way first thing. However, during the six years I worked on putting Antonio Di Benedetto’s masterpiece into English, I performed an experiment.

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