SEO Tips for Digital Publishers, a Must Do List for 2020

For digital publishers, SEO is the process of getting more readers for their magazines, whether it is for the latest news or evergreen content.

The prime goal is to improve the click-through rate on organic search engine results.

Search engine optimization (SEO) is a sequence of improvements the online visibility of a website in a web search engine’s unpaid results (also called “natural”, “organic”, or “earned” results). In general, the higher your website is ranking on the search results page, the more people have a chance to see it.


How high your website ranks depends on many factors: rules and algorithms of how search engine works, keywords typed into Google, terms that people look for and the language they use, etc. As you see, it’s a complex mechanism.


Even if your website appears on the first page of search results, the click-through rate can continue to be low – CTR under 4% means that you get really small traffic, which is probably reflected on your business statistics and… revenues.


How to change it?

Forget about SEO you’ve known so far.

Yes, you read that right. Forget about clichéd golden SEO rules you’ve seen on the internet many times and focus on optimization techniques which will result in attracting better-targeted visitors to your website keeping the high position in SERPs.


If you want to know how to make your website visible and often-clicked, you’ve come to the right place.


Higher means better?

Well, not exactly.

The process of optimization is a game of getting the users’ attention, among thousands of different search results which they received. Online publishing businesses have to employ different tactics to increase their chances of being noticed in search results pages. It’s nothing else than the art of standing out from the crowd.


According to Ezoic research, SEO process understood as building high-quality traffic is the priority for publishers in 2019.


SEO is the priority for digital publishers in 2019.

In the question about the highest priorities for publishers in 2019, over 50% of the respondents selected “SEO” or “Audience growth and marketing”. It highlights how important the ability to increase the audience is. What’s more, the two above-mentioned issues will grow in popularity among publishers who also want to reduce reliance on exterior platforms for the majority of their traffic.


Stand out in the search results

Whenever you need something – information, a product, a review – what’s the first thing you usually do? You probably type your query into a search engine, right? Well, 93% of online experiences begin that way. After getting results, the next step is a click on one (or more) of them.


Let’s stay here a bit longer. What elements or circumstances determine your choice of a particular link?

In the further part of this article, we will identify the factors which we believe affect the click decision-making process. Our goal is to point out specific techniques which provide the publishers with a high position in SERPs and high CTR at the same time.


– What about paid search?

It will make your website visible at the top of search results as long as you pay for it. But organic search is more cost-effective in the long run and offers better value in search marketing. Natural traffic brings in highly-targeted, regular and more engaged visitors to your website, giving you higher credibility and a competitive edge.


SEO has ~20X more traffic opportunity than PPC on both mobile and desktop – i