How to Maximize Content Visibility

What Is SEO for Publishers and Why Is It Important?

Search engine optimization (SEO) for publishers is the process of optimizing online publications for search engines.

SEO helps make content more visible on search engine results pages (SERPs). So publishers can grow organic traffic and work to generate more revenue.

News and industry media sites rely heavily on ad revenue. So driving more impressions and clicks with SEO helps them stay profitable.

Here’s an example:

Advertisers typically pay publishers using a cost-per-mille (CPM) model. That means the publisher receives a set fee for every 1,000 views the ad on their site receives.

It’s up to the publisher to attract those views. And it’s in their financial interest to do it as effectively as possible.

Say 500,000 people see this Paramount+ ad on Independent’s Culture page every 24 hours:

At a hypothetical CPM of $15, the Independent would earn $7,500 per day from this ad space.

But if the Independent’s new SEO strategy increases traffic by 20%, 100,000 more people will view the ad daily.

The Independent now earns $9,000 per day from the same ad space. In a 30-day month, that’s an extra $45,000 in revenue.

5 Publishing SEO Challenges and How to Beat Them

SEO is essential to online publishers’ revenue, but the industry faces unique ranking challenges.

Here are five of the toughest obstacles to ranking as a publisher. And tips to overcome them.

1. Getting Google to Map a Website that Evolves Constantly

Google uses web...