Events

Training
Thursday 30 November 2017

How to Make Content More Discoverable through SEO

Overview

If you’re in marketing or editorial and writing copy for your website, what can you do to help readers to find your products? You need to understand how to make search optimization work for you. This course focuses on the practical things you can do, explains how search engines work, and equips you with essential tools you can start to use immediately.

Programme

  • Why is search engine optimization important? How do our customers search, what words do they use to find content like ours
  • The main international search engines and how they work
  • Understanding your analytics
  • Overview of latest search initiatives from Google
  •  What can you do to improve your search optimization?
  • How to boost your organic SEO through AdWords and other PPC (pay-per-click) campaigns
  • Social media’s contribution to SEO
  • Understanding links and SEO: where to get links from, how to find who links to you, and the benefits of a linking strategy
  • How working with authors and editors boosts discoverability
  • Human optimization’: getting the balance right between writing for spiders and for people. How are customers viewing web content and what do they want? Can we have too many keywords?
  • How to measure the effectiveness of your search engine optimization tactics.

    Please bring a laptop onlong to this course if possible. 

What will you learn?

Have a confident working knowledge and understanding of SEO and your potential contribution to it. Be equipped with practical strategies, including how to use readily available tools to keep up-to-date with new developments. Case studies and examples will be drawn from book and journal publishing so that delegates will immediately be able to implement their own strategies and crucially be able to explain the importance of these to authors and editorial boards.

Who should attend

Anyone in journal and/or specialist book publishing producing content for the web, typically marketing managers, marketing executives, publishers and commissioning editors, journal editors at learned and scholarly societies and web managers looking for a non-technical overview of SEO applied to publishing

Delegate comments

“The course was really good…Paul and Rachel were excellent tutors and really willing to answer questions. It is an example of yet another excellent ALPSP course.” James Mockridge, Biochemical Society

Tutors

Paul Crabtree
Velo//

Paul is a Director of Velo//, a London-based digital marketing communications agency with media owner clients including Wiley, Informa, Universal Music and The Stage. After starting his career in Informa’s online marketing team, Paul held senior consultancy positions within several large digital marketing agencies all with significant publishing clients, including the leading email service provider Adestra (which serves most of the UK’s largest publishers’ email campaigns).

Rachel Maund
Marketability

Rachel is an international publishing consultant specialising in marketing training, with over 30 years’ practical experience. When not training or consulting, Rachel conducts marketing campaigns for publishing clients. Rachel founded Marketability in 1999 after 18 years working in international sales and marketing roles within academic, STM and professional publishing. She runs most of Marketability’s marketing courses and also tutors for the other UK training providers – Publishing Training Centre, Publishing Scotland, Publishing Ireland, and ALPSP.


The course will commence at 09:30 (registration, with tea/coffee, from 09:00) and end at approximately 17:00

“I had several key practical improvements I could take action on already before the lunch break.”

Lauren Danahy, Brill

Members £372.00 (+ VAT where applicable)
Non Members
£541.00 (+VAT where applicable)
Academic £409.00 (+VAT where applicable)
Venue: Prince Philip House, 3 Carlton House Terrace, London SW1Y 5DG T: +44 (0) 207 766 0625 ((map): Contact Melissa Marshall T: +44 (0)1622 871035 E: Melissa.marshall@alpsp.org

Upcoming Dates for this event

  • Thu 30 Nov 2017
  • Thu 30 Nov 2017
  • Prince Philip House, ,