Why SEO matters to publishers!

Why SEO
matters to
publications!
Let’s talk about search engine optimization and why it should
be a big deal for publishers and their publications
Webinar by Publication Printers Marketing Group 1

2Webinar by Publication Printers Marketing Group
A national leader in publisher-focused print,
manufacturing, and marketing strategies,
serving 1000+ titles and offering a “print here,
publish everywhere” experience and solutions
to improve readership and revenue

Speaker
Landon Dorssey
Marketing Manager | Social Media
Publication Printers
Landon.Dorssey@publicationprinters.com

Co-Host
Matt Davies
Client Solutions Manager
Publication Printers
Matt.Davies@publicationprinters.com

Following Along
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Webinar Screen
Live Chat
Questions
3

Webinar Tips
TIP We will send you the slides after the webinar.
Keep an eye open for tips like this. They
may answer some common questions.

1. What is SEO?
Search Engine Optimization
• Google Action impacting a
• Yahoo web page’s ranking
• Bing on a search engine

1. Someone enters search parameters
2. A bunch of webpages and online content shows up
3. They find a page and interact with it (or don’t)
*It always starts with how someone is searching for
something, not just what they are searching for!
8
Think of search engines as indexes of every website
(and individual webpage) in existence
Webinar by Publication Printers Marketing Group

1. Someone enters search parameters somewhere
(ranging from specific information to a generic concept)
2. A bunch of webpages and online content shows up
(order changes based on search parameters)
3. They find (or don’t find) a page and interact with
14
Think of search engines as indexes of every website
(and individual webpage) in existence
TIP It is more common for someone to enter new search parameters than to go to the second page of search results.

• Ranking determines what shows up during a search
• Ranking also determines where a webpage shows up in the list
of results during a search
*Think of it like a car race: the driver with the better
record gets a better starting position
15
2. What are search engine rankings?

1
2
1
2
Where on a Page
Which Page
3
3 What special
content appears
when you have a
high rank

1
1 Page Ranking
This rank determines
where on a page a
result shows up. You
want to be in the top
5 on a page whenever
possible*
*sometimes high rankings are impossible
due to name or location conflicts

2
2 Page #
This rank determines
which page a result
shows up on. If page
rank is 10th of above,
the result will not be
on the first page*
*amount of information per result varies, so
there are times anything above 5th rank
would be bumped to the next page

3
3 Sidebar Content
If your page rank and
# are high enough,
miscellaneous data
may populate into
sidebar content
*information in the sidebar is pulled from
the highest ranked web page, not necessarily
the main website, so info would need to be
uniform to ensure consistent sidebar content

1. Have your main website be ranked 1st on the first page
when the name of your company is searched
2. Have your main website in the first 5 ranks on the first page
for your top 5 search results (this will take some research)
3. Average at least 3 results on the first page for your top 10
search results
4. Have your top 10 search results all include your sidebar info
20
The 4 baselines you want for SE Ranking:

• Click-Through Rate
• Dwell Time
• In-Depth Content
• Diverse Content
• User-Generated Content
• Relevant Keywords
• Responsive Content (not Mobile)
• Questions and Answers
• Content Links and Backlinks
• Meta-Data
21
3. What do I need to optimize for rankings?
TIP Google’s ranking is the most rigorous. If you optimize for it, you will optimize for all search engines.

What: how many people are clicking on your links and
being directed to your web pages
Why: initial interaction to content shows the info or blurb
is enticing and worth rewarding
How to improve: pithy blurbs, great meta-data, and
provide info usable for Google “Smart Boxes”, backlinks
22
Click-Through Rates

What: how long people stay on your site after the initial
click-though from a link
Why: shows content is not just enticing, but actually
captivating and useful to audiences
How to improve: great and responsive content, diverse
types of content, questions and answers
23
Dwell Time

What: long-form (250 words +) content that provides
sources, links, and has specific topics
Why: shows level of authority and thought leadership on
topics that could be search parameters
How to improve: unique but related topics, unique data
and metrics, diverse types of content, sources, leveraged
RSS or other content, backlinks
24
In-Depth Content

What: multimedia information that accompanies text
(videos, pictures, gifs, memes, soundbites, etc.)
Why: allows multiple types of information consumption
that translates to a number of internet platforms
How to improve: social media channels, responsive
content, questions and answers, user-generated content,
design skills or outsourced skillsets
25
Diverse Content

What: supplements to your own content that comes from
audience interaction (comments, pictures, etc.)
Why: shows further development of click-through and
dwell, and increases amount of content available
How to improve: click-throughs, dwell time, calls-to-action,
incentives, high brand equity
26
User-Generated Content

What: use of keywords in blurbs and content that directly
relate to titles and ideal search parameters
Why: allows more of your content to be indexed for a
larger number of searches
How to improve: research, in-depth and responsive
content, parody from body to title copy
27
Relevant Keywords

What: set up all web and social pages to show full contents
on mobile, not a mobile-formatted variant
Why: SE indexing only takes into account “shown” content,
and mobile-format hides almost all content
How to improve: in-depth and diverse content, questions
and answers, HTML5 or equivalent
28
Responsive (Not Mobile) Content

What: format titles or limited content to involve questions
and answers in the copy
Why: the majority of searches are question-based, and
both audio and “smart box” responses pull results from Q
& A styled content on sites
How to improve: in-depth and diverse content, great meta-
data, research
29
Questions and Answers

What: direct linkage to other owned web pages from
content or platforms to each other
Why: directs traffic to remain internal and trackable, and
increases both click-through and dwell
How to improve: in-depth and diverse content, great meta-
data, multiple channels and pages, trackable links
30
Content Links and Backlinks

What: hidden data attached to diverse content (text, links,
images, videos, soundbites, etc.)
Why: it is invisible data that SE collect that furthers the
number of search parameters your pages will show for
How to improve: in-depth and diverse content, trackable
links, patience, understanding of website back-end
31
Meta-Data

• Click-Through Rate
• Dwell Time
• In-Depth Content
• Diverse Content
• User-Generated Content
• Relevant Keywords
• Responsive Content (not Mobile)
• Questions and Answers
• Content Links and Backlinks
• Meta-Data
32
3. What do I need to optimize for rankings?

How optimization affects audience
• Better optimization means top
search results are the best
results for that search
• Chances those pages are ideal
for interaction are much higher
• Likelihood that one search is all
they need is high
How optimization affects websites
• Your pages are considered the
best results for related searches
you optimized for
• Chance your content gets
interaction is much higher
• Chances of return visits and
interaction is very high
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4. Why does SEO matter in general?

• You are a content-generating entity
(higher SEO means your content is distributed more often, helping
your brand and advertisers)
• Higher traffic for your web pages and social media
(traffic is exposure and generates new types of audience lists, all
unique and allowing for additional ad space and sales)
• Brand equity and thought association
(the better your SEO, the more audiences automatically associate
you to specific keywords and search parameters)
34
5. Why does SEO matter for publishers?

Q & A Session
TIP Any questions we don’t get to during this session will be answered and sent as a post-show email blast.

www.PubPrinter.com
Landon.Dorssey@publicationprinters.com
Thank you for joining us!

Why SEO matters to publishers!

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