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SEO for Publishing

My presentation from the Distilled

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SEO for Publishing

  1. 1. SEO for Publishing John Doherty Distilled @dohertyjf
  2. 2. We’re not going to talk about News Publishing
  3. 3. I have a background in book publishing
  4. 4. But everyone is a publisher these days
  5. 5. How can the little guy compete?
  6. 6. You have to be agile and witty, but it’s possible
  7. 7. Most (book) publishers syndicate content through here, and you should too.Let’s speak “book publisher” for a minute
  8. 8. Lots of aggregators for blogs
  9. 9. Sometimes…
  10. 10. It’s not a matter of “competing against”them, because they can help.
  11. 11. But we have to work hard to win.
  12. 12. A FewTactics for you
  13. 13. D*pl*c*te C*nt*nt
  14. 14. Duplicate Content 
  15. 15. An example where a small site wins.
  16. 16. It’s an ugly site too.
  17. 17. They need to rank (low comp, high search, BRANDING)
  18. 18. NINJA TIME!
  19. 19. If you are a book (or even eCommerce) publisherYOU SHOULD: Syndicate (to Ingram as a bookpublisher)YOU SHOULD NOT: Put that same content on yoursite.
  20. 20. How is TheShackBook.com winning?
  21. 21. SourceAnchor Text
  22. 22. SourceLink Profile
  23. 23. Wikipedia will give you a link (if you’re the publisher)Pro tip: The “Official site” link is nofollowed (still take it though)Links (do your own outreach)
  24. 24. http://www.mpdailyfix.com/marketing-the-shack/http://theshackbook.com/missy-project.htmlhttp://www.fourhourworkweek.com/blog/2011/03/10/12-lessons-learned-while-marketing-the-4-hour-body/Do your own outreach
  25. 25. Reviews
  26. 26. You’re probably not going to get thousands ofreviews on your own site
  27. 27. That’s a lot of reviews for a small site!
  28. 28. Schema? Where are those reviews coming from?
  29. 29. Pro tip: Reviews don’t have to be your own ifyou have a Google product feed…
  30. 30. Ooooh I see….
  31. 31. What do I need?
  32. 32. eCommerce Section (and get a ProductFeed) http://dis.tl/zg0C64
  33. 33. Become a Google Merchant
  34. 34. Pull AGGREGATE review numbers onto your site and mark them up!The UK Tights ExampleAggregate Rating Schema
  35. 35. So don’t let the“big guys” define your brand.
  36. 36. Every publisherneeds their own site for…
  37. 37. Keep your traffic to yourself
  38. 38. Your own site will also let you...
  39. 39. Brand Yourself
  40. 40. SOURCE: http://www.seobook.com/learn-seo/infographics/brand-branding-brands.phpThe Googles love brands
  41. 41. Become a brand
  42. 42. Hubspot is a publisher now (source)Build your brand
  43. 43. So is Coke (source)Rethink your brand
  44. 44. But think outside the box.

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