This morning the Bill & Melinda Gates foundation released their 2014 Annual Letter, an attempt to debunk commonly held beliefs in development economics. Quartz sat down with Mr. Gates to discuss everything from work and philanthropy to the goings on of his day to day life.
Click here to read the entire interview, which includes some great points such as how Mr. Gates juggles his work at the Gates Foundation with his work at Microsoft, highlights from the annual letter and Mr. Gates habit of veracious reading (spoiler his reading list includes Wiley author Dr. Vaclav Smil’s latest book).
This is the second post in our SEO series. Written by Anne-Marie Green, marketing manager at Wiley, this post is about the importance of keywords and how to use them effectively.
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In my last post, “The good news and bad news with SEO,” I mentioned keywords a lot. In fact, I was saying “keywords” so much that it was getting downright boring. I really wanted to stress their importance however. In this post I want to give you more hands-on advice on how to choose keywords for your article title, your abstract, and the keywords section of your article.
With this being said, search engine optimization (SEO) is a moving target. Google, which receives about 80 percent of online search that takes place, regularly changes its algorithms, leaving us sprinting to catch up. So, I want to clue you in on a couple more things beyond keywords as they relate to article SEO.
I’m not saying you’re browsing for Lady Gaga-style sunglasses (and no judgment if you are), but you’ve probably seen these strings of somewhat unrelated keywords stuffed into product descriptions. Sometimes they’re downright funny. Well, Google has made updates recently to try to see beyond these strings of keyword bait. Nowadays, Google is looking for natural connections between keywords and the page (or article’s) content.
So how best to choose keywords?
- Think about what someone might search on to find your article. The phrase or first 3 or 4 words that first pop into your head may be what you should lead your article title with.
- Use a tool to help. You can easily use Google’s Keyword Planner or RankChecker (you’ll have to sign up for a free registration for these) to find out which terms related to your article’s subject matter are popular keywords or search terms.
- Make sure the keywords you choose accurately reflect the content of your article. This is a no-brainer, but you don’t want to plug in keywords that have really strayed from your article’s content. Remember those “natural connections” to your content that I mentioned Google is looking for when crawling webpages.
- Use the keywords field to your advantage. Make sure you use this field to your advantage when submitting your paper. You not only need your keywords from the article title and abstract, but also synonyms. Is there another name or acronym for a concept, study, compound, etc, that you’re featuring in your research? Include it here!
- Repeat keywords in your abstract in ways that make sense. It’s important to repeat your keywords in your article abstract of course, but, once again, make sure they are still used in a way that achieves your primary objective, which should be to briefly communicate the content of your article.
I hope this is useful and if you’re interested in the sunglasses, check in with ebay.
We will be doing a series of posts on SEO. This installment is a general overview of the “good news and bad news” regarding Search Engine Optimization.
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For those who aren’t sure what SEO is, let’s take a minute to read to look at this great explanation by Jin Zhang and Alexandra Dimitroff (authors of “The Impact of Metadata Implementation on Webpage Visibility in Search Engine Results (Part II)” Information Processing & Management):
“Search Engine Optimization (SEO) … is the process of identifying factors in a webpage which would impact search engine accessibility to it and fine-tuning the many elements of a website so it can achieve the highest possible visibility when a search engine responds to a relevant query. Search engine optimization aims at achieving good search engine accessibility for webpages, high visibility in search engine results, and improvement of the chances the webpages are retrieved.”
When thinking about using this tool, there are some upsides and downsides you need to consider.
First, here’s the bad news about using search engine optimization for your paper: It’s going to be a bit more work.
As if it’s not enough that you hustled for funding, figured out who your co-authors would be, conducted the research, wrote the paper, decided where to submit it, hoped that it would be accepted, made necessary revisions, and waited anxiously for it go up online.
Plus, you may be asking yourself: “Isn’t that the journal’s (or publisher’s) job?” Well yes and no. Journals and publishers need to make sure they do everything they can to optimize online platforms so that search engines can easily crawl and index content. 58% of all traffic to Wiley’s online platform, Wiley Online Library, comes from search engines (predominantly Google and Google Scholar). However, they do not have ultimate control over the discoverability of content at the article level. You do.
Here’s the good news: It’s worth the effort.
Why would you bother to go to all the toil of authoring an article if your research is going to be buried on page 275 of Google or Google Scholar’s search results? Scholarly information is increasingly more accessible online, but not inherently more discoverable. Employing SEO can leverage a paper so that it has better odds of being at the top of search results, and, consequently, better odds of being read and even cited.
Moreover, if you are publishing open access, you may as well get the best value for your (or your funder’s) money by ensuring that your research is easily accessible via search engines.
So what do you need to do? We’ve created an SEO for Authors tips sheet to give authors an at-a-glance guide to optimizing their papers. Here are some highlights:
- Carefully select relevant keywords
- Lead with keywords in article title
- Repeat keywords 3-4 times throughout abstract
- Use headings throughout article
- Include at least 5 keywords and synonyms in keyword field
- Link to published article on social media, blogs and academic websites
The success of this tool boils down to selecting appropriate keywords (i.e. search terms) and using them frequently and appropriately. The more times a search term is used in the document, the more relevant the document is considered (according to Beel, Jran, Bela Gipp, and Erik Wilde “Academic Search Engine Optimization (ASEO): Optimizing Scholarly Literature for Google Scholar & Co.” Journal of Scholarly Publishing )
Once you grasp the concepts, the whole process really isn’t that daunting and won’t require that much additional work. It is really about being mindful as you are writing the paper of how users would search and find the published version online.
Use an infograph tool to create more than 30 chart types. Anything from bubble charts and treemaps to simple pie charts.
Do you have to present reams of data using Microsoft tools and want to create something that stands out? Or perhaps you want to create an info graph of your own work experience – to append to your CV?
http://infogr.am/ is an online tool that allows you to create graphs and present data in a much more attractive way. There’s a suit of free templates to use and you can publish your creations online.
Here’s an example created for Internet Penetration Trends: http://infogr.am/Internet-penetration-2012—Global-trends/
Hints and tips:
If you are copy and pasting data from excel, copy and paste it in to ‘notepad’ first. This will strip out any special characters and ensure that you don’t have any upload issues with the data.
Sometimes the graphs don’t configure correctly –this is normally because they prefer % over #s.
Like most online tools – infogr.am works better in browsers such as Chrome, Mozilla or Safari. Internet Explorer causes temperamental behaviour and lots of frustration!
Earlier this month, Google announced a few changes and innovations to their SEO algorithms and webmaster relations.
In the video below, Matt Cutts lays out these changes. He talks about the prevalence of advertorial spam and how Google is taking steps decrease the success of these types of posts.
He also mentions that Google plans to solidify relationships with the “expert” webmasters. This will make sure their sites are ranked higher than “black hat” webmasters and protect against site hacking.