Why SEO Is Critical for Publishing’s Editorial Teams

publishers, bots, augmented reality, amazon, alexaSearch engines typically represent one of the largest—if not the largest—traffic sources for websites and online publishers, in particular. And publishing houses’ editorial teams hold the keys to this traffic, so it only makes sense to align their efforts with a content strategy that is backed by keyword and topic search volume data.

For some background, I was director of organic search (SEO) at F+W (Digital Book World’s parent company) from 2012 to 2013 after successfully using SEO to meet online revenue goals as an online product manager for a few years. During this time, I oversaw approximately 200 websites and saw an overall eight-percent growth (year-over-year) by the time I had left. Not an easy task for so many websites. We battled Google’s many algorithm updates (especially during 2012) and had to recover many websites from Panda penalties. While this “defensive” approach (mostly using technical SEO) was important, one of my team’s top achievements was teaching editorial teams how to incorporate SEO into their efforts.

The graph below (from SEMRush), shows the results that we achieved for one particular website (which has a team of editors) by incorporating SEO into the editors’ workflows.

Much more.


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Amazon’s Stock Falls on Slimmer Than Expected Profits (Pub Lunch)
Amazon and Google both reported third quarter sales after the close of the market on Thursday. Amazon was expected to exceed analysts’ expectations (yes, that’s as crazy as it sounds) but they only fulfilled that halfway: Indeed sales of $32.7 billion were about $130 million ahead of those expectations, rising 29 percent overall, but profits returned to disappointing, with net income of $252 million or 52 cents a share — down from a quarter ago, and down from analysts’ target of 85 cents a share.

Digital Publishing Is Now ‘Fabric’ (BookMachine)
When we pause for thought to contemplate the evolution of digital publishing, it is clear that a revolution has taken place in the way that content is produced and consumed. However, it is equally remarkable (and healthy to note) that print product still drives much of what the publishing industry produces and monetizes.

How to Succeed in the Book Business the Trump Way (Esquire)
On August 2, Donald Trump sent out a curious fundraising email offering a signed copy of his bestselling business memoir The Art of the Deal for an eye-opening price of $184, more than ten times the list price of the paperback edition. Even odder, in the email, Trump claimed The Art of the Deal was “now out of print”, making Trump’s offer a “limited edition issue” only available through his presidential campaign.

Germany’s Mobile-First Startup ‘oolipo’ (Pub Perspectives)
There’s a lot of unused storytelling technology built into your smartphone, says oolipo’s founder. He’d like to engage readers with it.

Sales Boost: Your Book’s Business Plan (BookMachine)
If you google “how to launch a book” or “how to boost your book sales” you’ll find a plethora of resources suggesting everything from growing an email list to getting early reviews to creating a street team. This is all wrong.

3 Things Your Traditional Publisher Is Unlikely to Do (Jane Friedman)
Years ago, when I still worked for a traditional publisher, I wrote a blog post about the No. 1 disappointment of all published authors: the lack of marketing support from their publisher. This was back when social media was still a fringe pastime, limited mostly to MySpace. So if your publisher wasn’t investing in marketing or publicity, you probably had few available tools to market and publicize your work outside your community—unless you had funds to hire a publicist or a national platform of some kind.

How to Create a Successful Book Trailer, Part 2 (The Verbs)
Have you figured out what you’re fighting for? Do you have those points in front of you? Now, let’s sketch out a plan to persuade everyone that you should’ve won this argument. You get to leave the bounds of reality for this exercise.

At This Bookstore, Scream Your Lungs Away (CNN)
Bab Aldonia is a little bookstore that’s making a lot of noise. Tucked inside this Cairo establishment is a nondescript room called the “Scream Room,” where Egyptians — young or old — flock to yell away stress.

Hachette Grows Consumer Brunch (PW)
Since the Hachette Book Group began experimenting with a Book Club Brunch with authors and consumers in 2011, the number of readers participating has quadrupled. This year’s event, held Saturday at the New York Society for Ethical Culture, drew nearly 300 book club facilitators and members, up from 70 in its first year.

Bloomsbury’s Revenues Grow 19% in First Half (Bookseller)
Bloomsbury’s total revenues were up 19 percent to £62.7m for the six months ending August 31, 2016, which is “in line with management’s expectations,” though the company expects sales to be “significantly second-half weighted” due to Christmas sales and October being the “peak period” for academic book sales.

German Translation Contest, Australian Jefferis Winner (Pub Perspectives)
The Geisteswissenschaften International Nonfiction Translators Competition offers cash prizes, while Peggy Frew wins a large purse in Australia.

One thought on “Why SEO Is Critical for Publishing’s Editorial Teams

  1. Brain Moras

    @Daniel Berkowitz i agree with you in this regard. yes SEO is now demand of almost every business. so this is the time when business communities realise about digital marketing.
    I appreciate your efforts!
    Thanks for this guide.
    @Cheers!

    Reply

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