High Value Publishing

When it comes to SEO for publishers, most of us still have a lot of room for improvement. 

Sure, we have some big advantages over other types of companies. We have a TON of content that often ranks well for unique search terms. And we get a lot of traffic and inbound links organically because we regularly create good content for our market niche.

But very few publishers take a methodical approach to search engine optimization. SEO is about building your publication's authority and trust in the eyes of your readers and Google. There are, of course, technical items that need to be covered. But there are also on-page optimization tactics by your editorial / production staff, as well as link building and management strategies.

This session gives you the structure of a good SEO strategy for any kind of publication. Make sure to watch this before yet another marketing firm approaches you with an "SEO audit" and tells you how they can improve your search ranking. 🙂

Topics covered in this SEO for publishers session

• The importance of EAT (expertise, authority and trust) to Google.
• How to improve the EAT of your publication.
• Technical SEO items that publishers should check.
• The importance of Core Web Vitals.
• How editorial and production staff can improve the SEO of content.
• How inbound and outbound links improve SEO.
• What toxic links are and how to manage them.
• The importance of Google News and Google Discover.

Learn more at https://nearviewmedia.com/

Despite wanting to be digital-first, most publishers are still stuck in a print-first publishing model. Our editorial calendars and workflows revolve around print production cycles. We may talk a good digital game, but if we take an honest look at ourselves, our web, email, social and other channels are too often afterthoughts or subservient to the print product.

For most publishers, print is the hub and everything else is a spoke.

But when I consult with media companies, I have one sure way to know if they have embraced digital and become a true multimedia company. They publish digital-first. Their website is the hub and print is a spoke.

For multimedia publishers like these, editorial calendars and production processes focus on delivering a steady stream of content to their website. They immediately push it out via other digital channels. They then compile the best digital content to create their print issues.

In today's High Value Publishing session, I go over:

• How print-first publishing hurts your business and puts you at a competitive disadvantage.
• How to move to a digital-first publishing model.
• How content should flow from your website to social, content distribution, apps, website notification, email and eventually to your print product.
• Common objections I hear from publishers and editors about moving to digital-first publishing.

Learn more at https://nearviewmedia.com/

Why do some publishers still sell advertising the old way with print-frequency rate card discounts? As modern media companies, we sell print, web, email, events, data and more. But one look at most magazine media kits and it’s obvious we’re still stuck in a print-only mentality that only rewards advertisers when they increase their frequency in print.

Our goal isn't to sell more print. Our goal is to get advertisers to spend more money with us regardless of which media they choose. So let’s stop perpetuating a sales model that no longer works, abandon the old print rate-card frequency model, and instead reward advertisers based on their total spend.

In this session of High Value Publishing, Eric shows you:

• How to switch from a frequency rate card to a total spend discounting model.
• How total spend discounting benefits you and your advertisers.
• How it grows your revenue and increases yield.
• How it helps prevent "value add" of digital for print.
• How to set up and manage a total spend discounting model for your publication.

Learn more at https://nearviewmedia.com/

If you’re a magazine or newspaper publisher of any kind, you need to have a Google Publisher Center (GPC) account. GPC is the key to getting your content more easily found on Google news “surfaces” like Google News, Google News on Search and even Google Discover.

For some publications, these Google news surfaces can generate nearly as much traffic as regular Google search, so it’s critical that you set up GPC properly for your publication.

In this session, Eric shows you:

• How the entire Google News ecosystem works
• How to create a Google Publisher Center account
• How to set up your site and RSS feeds to work with Google Publisher Center
• How accelerated mobile pages (AMP) can give some publishers an advantage

Links mentioned in this session:

• Google News
• Google Publisher Center
• Google Search Console

Learn more at https://nearviewmedia.com/ 

Believe it or not, RSS feeds are still a thing. In fact, it's the primary way that news aggregators like Google News and others are notified about new content on your website. 

But if you don't manage them well, you can hurt your publication.

RSS stands for Really Simple Syndication (or RTF Site Summary if you're really geeky). It's a way for your website to tell other services about new content on your site as you publish it, and to give them access to that content.

Unfortunately, most publishers haven't looked at the RSS feed on their website. And many publishers push the entire content of their articles out through their RSS feed leaving it unprotected and open for use by anyone.

This session shows you how to find the RSS feed on your website, how to see if you're pushing out your entire content via the feed, what the dangers are, and how to fix it.

Links mentioned in this session:

• Feedly

Learn more at https://nearviewmedia.com/

Welcome to the first High Value Publishing Q&A session.

The goal of these weekly sessions is to help magazine publishers and media companies grow their audiences, drive revenue, and improve their digital platforms.

We’ll cover revenue, audience and technology tactics including advertising, programmatic, SEO, social media, email, controlled and paid subscriptions, ecommerce, analytics, content distribution, and much more.

Whether you publish an enthusiast / hobby magazine, a B2B trade magazine / association journal, a regional consumer / business magazine, or a local newspaper, each session will have something that you can immediately apply to your business.

In today's session, we're going to review the digital revenue pipeline and talk about your brand, content, technology, audience development, and monetization strategies. Think of this truly as a pipeline or hose, and any one of these areas could potentially constrict your ability to grow your business online.

Learn more at https://nearviewmedia.com/