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SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
SEO for Publishing
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SEO for Publishing

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My presentation from the Distilled

My presentation from the Distilled

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

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