Tuesday 06 December 2016

How to Make Content More Discoverable Through SEO


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 the tools to apply all you have learnt immediately.


  • 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.

By the end of the course delegates will be able to

Have a confident working knowledge and understanding of SEO and their 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 (Level 2 course)

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.

Please bring a laptop or tablet along to this course if possible

Delegate Comments

"The course was really good (the day flew past which is a good sign), particularly for a new course that has not been run before. 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

"Great course! Well-structured with useful practical info." Maria Hrynkiewicz, De Gruyter Open

"Paul and Rachel both lively, expert trainers." George Seller, The IET


Paul Crabtree, Velo//487 Paul Crabtree

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, MarketabilityRachel Maund

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.

This course is run in collaboration with 
marketability logo

I had several key practical improvements I could take action on already before the lunch break. The course instructors also found the balance between information and inspiration

Lauren Danahy, BRILL

This course will commence at 09:30 (registration, with tea/coffee, from 09:00) and end at approximately 17:00.
Members           £365.00 (+ VAT where applicable)
Non Members   £530.00 (+VAT where applicable)
Venue: West One (De Vere), 9-10 Portland Place, London, W1B 1PR, T: +44 (0)871 222 4832 (Map)
Contact: Melissa Marshall  T: +44 (0)1622 871035 E:

How to Book
Please note that you will need to log in to your account or register a new account to book a place on this training course. If you have any questions about this please email Melissa Marshall or any of the ALPSP team.

Upcoming Dates for this event

  • Tue 06 Dec 2016
  • Tue 06 Dec 2016
  • West One, ,