SEO for academic journals
- Part 1Training clients on using AI in their content workflow
- Part 2 SEO for academic journals
Show Notes
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04:00Technical SEO and Crawl IssuesHighlights the importance of fixing technical SEO issues to see immediate lifts in search visibility.
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07:59Content Strategy and Collection PagesHighlights the challenges of journals without the resources to support a blog or podcast.
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13:47Governance and Change ManagementEmphasizes the need to add SEO elements to the workflow and allow staff to edit snippets and descriptions.
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21:53The Role of Empathy in SEOShares her experience at a PR firm and the importance of understanding the client's perspective.
Quotes
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"Just because you have decent brand authority, you still have to write something that is actually related to somebody's burning questions. Keyword Research" - Kathrine Watier Ong
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"Everybody I'm working with is brand new to SEO, and so all of this has a lot of change management pieces to it." - Kathrine Watier Ong
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"With the academic journal, they have a unique challenge in that they have to follow Google Scholar's regulations. And if they're on a platform, there's a bunch of platforms that are partnered with Google Scholar." - Kathrine Watier Ong
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"The platforms don't understand the signals that big Google Search uses for canonicalization, unfortunately. So they're not linking to the canonical URL, or they're linking to all of the four, which is not helpful." - Kathrine Watier Ong
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“There's a need for more well trained SEOs in the industry, I would argue. I don't think we're saturated yet. I still think there could be more.” - Kathrine Watier Ong
- Part 1Training clients on using AI in their content workflow
- Part 2 SEO for academic journals
Up Next:
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Part 1Training clients on using AI in their content workflow
Katherine Ye Ong, founder of Wo Strategies, discusses the integration of AI in content workflows for academic journals. She emphasizes the importance of internal SEO teams for technical SEO and content optimization. Ong has trained several clients on technical SEO and uses AI tools like Dr. Keyword and ChatGPT for content briefs and meta descriptions. She highlights challenges such as understanding search intent, brand voice, and target audience. Ong also addresses concerns about AI-generated content being used without permission, noting the difficulty in blocking LLMs. She stresses the need for strategic use of AI to enhance SEO effectiveness and maintain brand visibility.
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Part 2SEO for academic journals
Katherine Watier Ong, founder of Wo Strategies, discusses the challenges and strategies for maximizing search visibility for academic journals. She highlights that many journals are new to SEO and rely on platform developers, often leading to missed opportunities. Ong shares a case study where fixing a crawl trap led to 40,000 new keywords and 1,500 on page one. She emphasizes the importance of keyword research, strategic internal linking, and addressing technical issues like indexation and canonicalization. Ong also stresses the need for change management, training staff, and leveraging evergreen content to improve search performance.
