SEO strategy can gain publishers a ‘good reputation’

Publishers can earn a reputation of themselves as top places for breaking news with a good search engine optimisation (SEO) strategy, it is said.

Drew Broomhall, Times Online’s search editor, tells the Association of Online Publishers (AOP) that those with a solid SEO strategy can attain a global reach and can reach new audiences with content.

“A good SEO strategy should … enhance and illuminate your usefulness to people,” Mr Broomhall informs the organisation.

Companies can make their content more helpful to people by taking a number of steps, such as understanding how competitors get traffic and undertaking thorough niche keyword research, Mr Broomhall asserts.

“This creates a solid base of regular, reliable traffic that makes you less reliant on chasing trends,” the search editor adds.

Supporting the interests of around 160 publishing organisations, the AOP is an industry body that represents digital publishing companies that create original and quality content.