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

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Abstract

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.

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Notes

  1. Malaga [5].

  2. uh et al. [11].

  3. Grehan and Pettijohn [3].

  4. Zhang and Cabage [13].

  5. Totty and Mangalindan [10].

  6. Ostrofsky [6].

  7. Uh et al. [11].

  8. Boutet and Quoniam [1].

  9. Starr [8].

  10. Bushko [2].

  11. Schwarz [7].

  12. Wilson and Pettijohn [12].

References

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  2. Bushko D. The metatag edge: hidden tools for cybermarketing. Consult Manag. 2001;12(3):4–5. https://ezproxy.lib.apsu.edu/login?url=https://search.proquest.com/docview/215900415?accountid=8437. Accessed 14 Feb 2019.

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  12. Wilson RF, Pettijohn JB. Search engine optimisation: a primer on keyword strategies. J Direct Data Digit Mark Pract. 2006;8(2):121–133. https://ezproxy.lib.apsu.edu/login?url=https://search-proquest-com.ezproxy.lib.apsu.edu/docview/216206276?accountid=8437. Accessed 30 Jan 2019.

  13. Zhang S, Cabage N. Search engine optimization: comparison of link building and social sharing. J Comput Inf Syst. 2017;57(2):148–159. https://ezproxy.lib.apsu.edu/login?url=https://search-proquest-com.ezproxy.lib.apsu.edu/docview/1866465512?accountid=8437. Accessed 15 Feb 2019.

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  1. Antioch, USA

    Lance Umenhofer

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  1. Lance Umenhofer
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Umenhofer, L. Gaining Ground: Search Engine Optimization and Its Implementation on an Indie Book Press. Pub Res Q 35, 258–273 (2019). https://doi.org/10.1007/s12109-019-09651-x

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  • DOI: https://doi.org/10.1007/s12109-019-09651-x

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