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Maximising the Exposure of Your ResearchSearch Engine Optimisation and why it matters@charlierapple
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What we’ll cover• What is SEO?• Why do you need to bother?• How does it work?– Language– Links
• What you can do• Practical activities
What is SEO?
Why should you bother?
58%of Wiley traffic comes from search engines
Traffic = readers
Why should you bother?
from “publish or perish” to
“discoverability or (career) death” ?
So how does SEO work?
Mysterious
Ever-changing
Secretive
Battle between good and evil
How does SEO work?
Language
Links
Language
Well-pitched keywordsMeaningful titleBalanced abstractConsistent full text
Language
cares most about title and keywords
Search engine UK market share
Google 88.38%Bing 6.7%Yahoo 3.54%Others 1.38%
Source: Statcounter, 2015
we care about Google most because
Start with keywords
Give people searching online the key to finding your work
Top down: 2-4 words your potential readers might be
searching forBottom up: words you have frequently
included in your textMap these together and consider the right breadth and depth at which to pitch
Keywords – hints and tips
✔ think about the range of audiences that might find your work useful or interesting – from early career researchers to Nobelists; from fellow specialists to those in other fields
✔ use synonyms and abbreviations if you think these will be commonly used by people searching
✔ experiment with keyword tools (like the CAB Thesaurus) to help think about breadth vs depth, and even different languages
✔ try searching for the keyword options you are considering and see which return the right types of results
Titles
Titles carry most weight with search engines
Short titles attract most citations
Include the most important keywords early in the title phrase
Avoid special characters? : -
Title hints and tipsUsually, I have a quick look at the title. If interested, then I go to the abstract.
If it’s not an interesting title, I just forget it.
Professor Weiya Ma, McGill Universityhttp://pubs.acs.org/bio/ACS-Guide-Writing-Manuscripts-for-the-Digital-Age.pdf
Witold Kieńć, http://openscience.com/optimize-academic-articles-search-engines/
The title is not the best place to express your artistic soul.
“Therapy X decreased mortality in Y disease in a group of forty males” is a much better title than
“Victory on an invisible enemy: success in fighting disease Y with therapy X”.
Abstracts
A clear and concise summary of the key points in your text
Structure helps readers follow your thinking – introduction, method, results, discussion, conclusions
Include your keywords 3-4 times – bearing in mind the Goldilocks rule (too many = spammy, too few = less discoverable)
Abstract examples
http://authorservices.wiley.com/bauthor/seo.asp
Abstract examples
http://authorservices.wiley.com/bauthor/seo.asp
Bringing it all together
http://www.wiley.com/legacy/wileyblackwell/pdf/SEOforAuthorsLINKSrev.pdf
Full text
Ensure linguistic consistency with your title, keywords, abstract – but bring in synonyms too
Not all image types can be read by search engines – use “vector” options (svg, ai, eps, pdf)
Most subscription publishers’ content can still be read by search engines
Publication titles are factored into search results
Links
More links means better visibility
=
Linking tips
Cite your own work, where appropriate
Link to your work from your institutional website
Describe your work in plain language to broaden its findability, then link back to it
Share your work with people you know!
Don’t put your work at a disadvantage
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Think about your audience choose well-pitched keywords for them
Keep titles short and simpleinclude key words near the beginning
Use your keywords judiciously in your abstract – not too many, not too few
Share your work and link to it from other websites, blogs, social media
Add plain language descriptions to broaden the search terms that will find your work
Choose image types that can be “read”
SUMMARYwhat you can do
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Resources• Wiley Exchanges:
http://exchanges.wiley.com/blog/2013/07/23/search-engine-optimization-and-your-journal-article-do-you-want-the-bad-news-first/
• Open Science: http://openscience.com/optimize-academic-articles-search-engines /
• Joeran Beel, Bela Gipp, and Erik Wilde. Academic Search Engine Optimization (ASEO): Optimizing Scholarly Literature for Google Scholar and Co. Journal of Scholarly Publishing, 41 (2): 176–190, January 2010. http://dx.doi.org/10.3138/jsp.41.2.176
• ACS: http://pubs.acs.org/bio/ACS-Guide-Writing-Manuscripts-for-the-Digital-Age.pdf
• Wouter Gerritsmahttp://wowter.net/2014/02/01/academic-search-engine-optimization-publishers/