Prices: Member £365.00 plus VAT (please log in for this
price), Non Member £530.00 plus VAT
Delegates are asked to bring along a laptop or tablet (not essential - those
who cannot will be able to share)
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.Some precourse work is essential for this course.
This course will commence at 09:30 (registration, with
tea/coffee, from 09:00) and end at approximately
17:00
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
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 an excellent non-technical overview of SEO applied to
publishing.
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
'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
'Great course! Well-structured with useful practical info.'
Maria Hrynkiewicz, De Gruyter Open