{"id":483,"date":"2019-07-12T12:35:14","date_gmt":"2019-07-12T12:35:14","guid":{"rendered":"https:\/\/okonet.kinsta.cloud\/?p=483"},"modified":"2019-07-12T12:35:14","modified_gmt":"2019-07-12T12:35:14","slug":"seo-tips-and-tricks-for-publishers","status":"publish","type":"post","link":"https:\/\/cool.co\/publisher-experiences-home\/2019\/07\/12\/seo-tips-and-tricks-for-publishers\/","title":{"rendered":"How To Enhance Your SEO Strategy"},"content":{"rendered":"<p>Unlike bloggers for smaller brands, publishers churn out large volumes of content, and best SEO practices must be tailored to reach a more diverse audience. Where brand blogs rely on niche interests,\u00a0<a href=\"http:\/\/www.insticator.com\/publishers\">publishers<\/a>\u00a0must cast a wider net to gain and maintain interest and engagement. From refining site structure to avoiding duplicate content, here are the top SEO tips and tricks to ensure publishers attract the most traffic with winning content.<\/p>\n<p><strong>Know Your Audience First<\/strong><br \/>\nProducing article after article without\u00a0<a href=\"http:\/\/www.insticator.com\/data\">looking at the data<\/a>\u00a0on how readers are engaging with articles (or if they\u2019re engaging at all) is a lost opportunity. To understand what readers want, publishers must consider how much time readers are spending with an article and whether they\u2019re sharing it with others. By knowing what excites readers, publishers can continue producing data-powered personalized content and optimize it to attract new readers.<\/p>\n<p><strong>Refine Site Structure<\/strong><br \/>\nHow a website is structured affects how search engines crawl, interpret and rank pages. Larger sites have much to offer in terms of diverse content, but only if it\u2019s organized well. To\u00a0<a href=\"https:\/\/blog.wan-ifra.org\/2018\/10\/01\/newsroom-seo-9-optimization-tips-for-publishers-and-journalists\">improve site structure<\/a>, publishers must focus on the following:<\/p>\n<ul class=\"wp-block-list\">\n<li>Pagination \u2014 dividing content across different pages;<\/li>\n<li>Categories and Tags \u2014 helping readers access specific topics<\/li>\n<li>Internal Linking \u2014 connecting pages for easy information flow<\/li>\n<li>Sitemap \u2014 categorizing a large volume of links by tags<\/li>\n<\/ul>\n<p><strong>Don\u2019t Overlook Evergreen Content<\/strong><br \/>\nProducing timely topical content can attract a lot of traffic, but only in the short term. By using\u00a0<a href=\"https:\/\/insticatorblog.com\/how-evergreen-content-sprouts-brand-success-2\/\">evergreen content<\/a>, publishers ensure a steady flow of traffic based on relevant keywords used within articles.<\/p>\n<p><strong>Optimize for Search<\/strong><br \/>\nWriting good content is one thing; making sure people see your content is another. As long as search engines are ranking content for frequently searched phrases, publishers are able to maintain a steady stream of new traffic to the site by including key words and phrases in the site\u2019s content. Publishers should also remember that there\u2019s a difference between desktop vs. mobile optimization and take steps to ensure both.<\/p>\n<p><strong>Optimize Images<\/strong><br \/>\nWhen images are used well, they drive readers to the site and help them understand an article on a deeper level. With\u00a0<a href=\"https:\/\/yoast.com\/google-at-20\/\">AI-powered visual search<\/a>\u00a0on the rise and humans processing visuals 60,000 times faster than text, images are increasingly important in today\u2019s best SEO practices. Aside from choosing the right visuals, publishers should optimize image titles and descriptions, use alt tags, include captions and size images appropriately.<\/p>\n<p><strong>Avoid Duplicate Content<\/strong><br \/>\nWhen producing a large volume of content, publishers may be tempted to recycle old stories (their own or those from other sites), but they should resist the temptation. Google\u00a0<a href=\"https:\/\/support.google.com\/webmasters\/answer\/66359?hl=en\">explains<\/a>\u00a0that if it suspects a website is trying to manipulate rankings and deceive users, it will \u201cmake appropriate adjustments in the indexing and ranking of the sites involved.\u201d Hint: that\u2019s not a good thing. Stay on the good side of Google by taking an audience-driven approach, not only attracting readers to the site, but making them want to stay there.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Unlike bloggers for smaller brands, publishers churn out large volumes of content, and best SEO practices must be tailored to reach a more diverse<\/p>\n","protected":false},"author":1,"featured_media":484,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-483","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How To Enhance Your SEO Strategy | Publisher Experiences | COOL Media (formerly Insticator)<\/title>\n<meta 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