UK-based publishing consultancy, providing training, marketing campaign and market research support, and consultancy to publishers in the UK and internationally

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This course is run by ALPSP in association with Marketability

How to Make Content More Discoverable Through SEO


If you’re in marketing or editorial and writing copy for your website, what can you do to help readers to find your products? You need to understand how to make search optimisation work for you. This course focuses on the practical things you can do, explains how search engines work, and equips you with the tools to apply all you have learnt immediately.


Who’s it for?

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 a non-technical overview of SEO applied to publishing.

What’s covered?

  • Why is search engine optimisation 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 optimisation?
  • 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 optimisation’: 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?
  • Measuring the effectiveness of your SEO tactics.


Also available as an in-company Marketability course, Mastering SEO for Marketing.



Paul Crabtree

Rachel Maund

Paul Crabtree is Director of Velo, a London-based digital marketing communications agency, with previous digital roles in publishing (Informa) and for agencies serving publishers (Adestra, Ceros, VIP4). Paul also tutors on Social Media Marketing Boot Camp, and with Rachel Maund runs Mastering SEO for Marketing (available in-company only).

Rachel also tutors Introduction to Journals Marketing for ALPSP.

Very useful workshop. Now I am more confident about SEO and the tools I can use in my daily work to optimise for search engines and humans.
Delegate from John Wiley on an in-company Mastering SEO workshop

Watch tutor video

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Marketability (UK) Ltd

12 Sandy Lane
TW11 0DR

Tel +44 (0)20 8977 2741