seo for publishing
TRANSCRIPT
SEO for Publishing
John Doherty Distilled
@dohertyjf
We’re not going to talk about News Publishing
I have a background in book publishing
But everyone is a publisher these days
How can the little guy compete?
You have to be agile and witty, but it’s possible
Most (book) publishers syndicate content through here, and you
should too.
Let’s speak “book publisher” for a minute
Lots of aggregators for blogs
Sometimes…
It’s not a matter of “competing against” them, because they can help.
But we have to work hard to win.
A Few Tactics for
you
D*pl*c*te C*nt*nt
Duplicate Content
An example where a small site wins.
It’s an ugly site too.
They need to rank (low comp, high search, BRANDING)
NINJA TIME!
YOU SHOULD: Syndicate (to Ingram as a book publisher) YOU SHOULD NOT: Put that same content on your site.
If you are a book (or even eCommerce) publisher
How is TheShackBook.com winning?
Link Profile
Source
Links (do your own outreach)
Wikipedia will give you a link (if you’re the publisher) Pro tip: The “Official site” link is nofollowed (still take it though)
Do your own outreach
http://www.mpdailyfix.com/marketing-the-shack/ http://theshackbook.com/missy-project.html http://www.fourhourworkweek.com/blog/2011/03/10/12-lessons-learned-while-marketing-the-4-hour-body/
Reviews
You’re probably not going to get thousands of reviews on your own site
That’s a lot of reviews for a small site!
Schema? Where are those reviews coming from?
Pro tip: Reviews don’t have to be your own if you have a Google product feed…
Ooooh I see….
What do I need?
Become a Google Merchant
Pull AGGREGATE review numbers onto your site and
mark them up!
The UK Tights Example Aggregate Rating Schema
So don’t let the “big guys” define
your brand.
Every publisher needs their own
site for…
Keep your traffic to yourself
Your own site will also let you...
Brand Yourself
The Googles love brands
SOURCE: http://www.seobook.com/learn-seo/infographics/brand-branding-brands.php
Become a brand
Build your brand
Hubspot is a publisher now (source)
So is Coke (source)
Rethink your brand
But think outside the box.