SEO for Media  Publishers & Publication Companies

Why Publishers Need to Care About SEO..

The publishing industry has evolved significantly over the last couple of years.

Today, if you want your publishing company to thrive, you have to establish a strong online presence.

This means that you need to make your company easily discoverable by your target audience, and that is where SEO comes in.

In this article, we are going to discuss the reasons why publishers and publishing companies need SEO

What is SEO for Online Publishers?

Search engine optimisation (SEO) improves your site, so that ranks better on search engine result pages (SERP) when a search on a certain keyword is performed.

SEO is divided into two main cataloes. They include:

  • On-page SEO– This is the practice of optimizing your web pages to rank higher in the search engine and drive in relevant traffic. On-page SEO focus on HTML sources code and content.
  • Off-page SEO– Refers to optimising action that you take outside your site to improve its ranking on the search engine. It includes things such as links, reviews, and much more.

A good SEO campaign should include both on-page and off-page SEO.

With competition in the publishing industry becoming stiffer each day, publishers and publishing companies that have stacked in the old setting are struggling to stay afloat. On the other hand, those that have quilt changed and embraced digital marketing like SEO are thriving.

SEO can help to improve your website ranking, thus improving its visibility to your target audience. What makes SEO stand out from other marketing techniques is that it drives quality traffic to your site.

(People who are actively looking for searching that your company is offering).

This means that the chances of visitors turning into long term clients are high.

4 reasons why publishers and publishing companies should use SEO

#1 – It helps to boost their reputation and credibility

With increased competition in the publishing industry, having a good reputation has become more important than ever. One of the best ways to boost your reputable and credibility is by dominating the search engines. The more your target audience comes across your website on search engines, then more they will develop interest. SEO helps to improve your website visibility by improving its ranking on search results. In addition to that, SEO help to improve other aspects of your website include content, page loading speed, site navigation, and much more, all of which help to improve the user experience, which in turn boosts reputation and credibility.

#2 – It helps to drive quality traffic to your site.

Every publisher wants to attract new clients. Increased competition has made it very difficult for publishers to attract new clients to their businesses. One of the most effective ways of attracting new clients is by increasing your website ranking on the search engine. One thing that makes SEO stand out from the rest is the fact that it drives quality traffic to your website. This means that it only targeted people who are actively looking for publishing services that you offer will visit your site. If you invest in SEO, you are guaranteed that you will get a return on investment because it delivers quality and long term results.

#3 – It is cheaper but more effective.

Yes, there is the cost involved in running an SEO campaign, but they are much lower than other marketing techniques. Additionally, the level of brand awareness that SEO will build and the kind of laser targeted traffic it brings to your site is much better than other marketing techniques. SEO is a onetime investment strategy; once your site starts to rank on top of Google search results, your marketing cost will reduce to almost zero. SEO will lower your marketing cost and boost revenue.

#4 – Measurable 

Unlike other forms of advertising that cannot be measured, SEO can be tracked. This is important because it helps you know what is working, what is not, and what needs fine-tuning. SEO provides you with the information you need, such as traffic, page views, bounce rate, and much more. This is important because it helps you determine whether you need to start again, alter, or continue your existing marketing plan.

 

3 SEO tips for publishers and publishing companies

1. Determine your keywords

This is arguably the most important SEO strategy. Without relevant keywords, your website will not rank on the search engine. The keywords you use will determine the visitors you will attract to your site. You need to optimize your content with the right keywords to increase its viability on the search engine. Ranking on all possible keywords is not a wise idea. Focus on keywords that will drive quality traffic to your site. That is why keywords research is important. It helps you know what your potential clients are typing on the search engine when searching for a publishing service that you offer. Research has shown that long-tail keywords have a higher conversion rate than short-tail keywords. They are also less competitive. So, focus more on long-tail keywords and make it local to attract local customers.

2. Track your progress

SEO is measurable, meaning that you can track crucial SEO metrics. Tracking your SEO campaign is important because it helps you know what is working and what needed a little tweaking.

Crucial SEO metrics that you need to track include organic traffic, organic bounce rate, conversation rate, keywords ranked, click-through rate, local visibility, indexed pages, pages crawled per day, and crawl errors. Tracking vital SEO metrics will help you make an informed decision that will improve your ranking on the search engine.

3. Speed thing up

Google considers site speed as an important ranking factor. About 61% of users don’t return to a website with slow loading speed. This clearly shows the importance of having a fast loading speed. There are many things you can do to improve your site speed. They include choosing a reputable hosting provider, decluttering your website by removing bad performing plugins, reducing redirects, optimizing images, and removing render-blocking JavaScript. The faster your site is, the more traffic you will attract.