Publishing Research Quarterly

, Volume 35, Issue 2, pp 258–273 | Cite as

Gaining Ground: Search Engine Optimization and Its Implementation on an Indie Book Press

  • Lance Umenhofer


This paper focuses on the historical and current day impact that search engine optimization (SEO) tools have in the context of increasing website traffic and, inevitably, online sales. It takes a special focus on the book publishing industry from the perspective of a small-scale publishing company (Company A). The paper accomplishes three things: to develop a working knowledge of SEOs and their impact on website sales and traffic, to highlight the differing usages of SEO in competitors to Company A, and to arrive at a well-informed implementation of SEO strategy for Company A. Our findings conclude that, although there are many, 3 factors are large determinants of a successful SEO campaign. These factors are: title tags, metatag descriptions, and keyword usage. As data and research are conveyed, this paper concludes with how Company A has implemented SEO into their website.


Search engine optimization SEO Book publishing Indie publishing Small press 



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Copyright information

© Springer Science+Business Media, LLC, part of Springer Nature 2019

Authors and Affiliations

  • Lance Umenhofer
    • 1
  1. 1.AntiochUSA

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