If you publish content, no one needs to tell you how the world is dramatically changing with mobile, social and other emerging dynamics. These factors are constantly changing how people find your content. Even for digital-first media companies, publishers have used a traditional print media mindset and have not realized the full potential of their digitized content – especially when it comes to organic search.
Kevin Novak, Subscription Insider’s Guide to Leveraging Technology and CEO of 2040 Digital, should know. Kevin works with leading B2B and B2C publishing companies to help them create or optimize their digital strategies. In his view, only 1% of publishers are correctly using the correct tools and editorial, circulation and marketing processes to ensure a publisher’s content is getting viewed organically, driving readers deeper into a media property, and supporting revenue creation.
In this how-to series, Kevin teaches organic search for companies focused on publishing content. This is a detailed instruction for anyone producing content, editorial teams, marketing teams, circulation teams, and those who manage them designed to help you and your publishing organization develop and implement an effective organic search strategy. This series includes:
How organic search works today:
- Part 1: Understanding the Basics
- Part 2: Why Segmentation and Voice are Important
- Part 3: How People Find Your Content
How to develop and plan your organic search content strategy:
- Part 4: How to Leverage and Maximize SEO
- Part 5: Understanding Long- and Short-tail Keywords
- Part 6: Content Keyword Tools and Processes
- Part 7: The Placement and Use of Keywords and Phrases
How to implement and scale your organic search plan:
Part Three
Organic Search for Publishers: How People Find Your Content
In the last two sections of Organic Search for Publishers, Kevin Novak outlined important ways people find content via organic search.
In part three, Kevin continues this theme but specifically educates members on keywords and why they are important. As Kevin explains, smart editorial organizations understand how their users are finding them through longer and longer search queries and leveraging this information to create more traction with their SEO efforts and other marketing programs.
