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Paid, Owned, Earned by Nick Burcher

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Chapter Five

Optimization

Discovery strategy and the principles of search engine optimization (SEO)

The internet and the growth of search engines have changed the way publishers have to think about electronic publishing. With the majority of online content free, traditional publishers have evolved their models and methods, primarily to attract traffic that can then be monetized with advertising. The content itself, rather than the publisher brand, is now responsible for huge volumes of readers. Michael Wolff noted in the January 2011 British version of GQ that ‘Even a brand-name site like the New York Times gets as much as half its traffic from SEO [natural search results].’1

Optimizing content for search engines is therefore critically important, ...

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