The explosion in popularity of social media sites, from bookmarking to blogs and social networks, has arguably changed the online publishing game completely. “Just as 10 to 15 years ago, the Web changed the publishing industry … social [media] is creating the same kinds of changes today,” says Shiv Singh, vice president and global social media lead at Razorfish, a global interactive marketing company.
As the importance of good search engine visibility continues to grow, magazine publishers are increasingly aware of the need for effective search engine optimization (SEO). Most publishers now engage in some form of optimization, but many still lack a comprehensive SEO strategy that addresses all of the technical, editorial and marketing requirements. SEO is not a one-time activity in which adjustments can be made to a site and then no further action is required. SEO is a long-term, ongoing process that requires regular attention. And while the overall efforts can be managed by an individual or team, the job functions of a wide range of employees have a direct impact on SEO success. In essence, SEO needs to be incorporated into nearly every aspect of the daily workflow. Here are 10 things to consider when formulating your SEO strategy: