TY - JOUR
AU1 - Umenhofer, Lance
AB - 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.
TI - Gaining Ground: Search Engine Optimization and Its Implementation on an Indie Book Press
JF - Publishing Research Quarterly
DO - 10.1007/s12109-019-09651-x
DA - 2019-04-11
UR - https://www.deepdyve.com/lp/springer-journals/gaining-ground-search-engine-optimization-and-its-implementation-on-an-6JTEpxaQQ0
SP - 258
EP - 273
VL - 35
IS - 2
DP - DeepDyve
ER -