Source: http://guides.library.ucla.edu/seo

Research Visibility

How to raise the visiblity of your research and establish your name in an academic field.

SEO for Authors: A How-to Guide

Search Engine Optimization can help researchers who publish drive
usage, readership and citations of their articles to raise the
visibility of their research. Whether an article is being indexed by the academic search engines is crucial, but it is also important where
an article lands in the ranked search results list as that ranking will
greatly impact the visibility of an author’s research. Items high on
the list are more likely to be read.

Access and Citations

Is your article being indexed by academic search engines like Google
Scholar, IEEE Xplore and PubMed or is it only accessible via
subscription databases the search robots can’t access to index so the
contents do not show in academic search engines?

When submitting an article for publication, authors should consider
how easily discoverable their research will be to their audience and
enhance opportunities for citation. Open-access articles receive more
citations than articles accessible only by purchase or subscription.

UC Faculty:
See University of California Open Access Policy: A How-to Guide.

Authors will benefit from selecting publishers and journals with
policies that cooperate with Google Scholar (and other search academic
engines) because it makes their published research articles available to
more readers and facilitates more citations. Citations are a significant factor in determining rank in results pages of Google Scholar and many other academic search engines.
If a journal is not online, authors should favor those who allow
authors to put their articles on their or their institutions’ home pages
and/ or repositories.

Top Tips to make Your Article Discoverable

Find the Keywords and search phrase to optimize your document
1. Think about the most important words that are relevant to the article.
2. Consider looking up specific keywords on Google Trends or the Google Adwords Keywords tool to find out which search terms are popular.
3. Try out your keywords in Google Scholar, etc. and if too many
  results are returned, it may be better to consider a keyword with less
  competition.
Make sure you have a SEO-friendly title for your article
1. The title needs to be descriptive and must contain a key phrase related to your topic.
2. Put your keywords within the first 65 characters of the title.
  Google Scholar considers the length of a title. In a search for the
  phrase ‘SEO for Authors: A How-to Guide’ would be ranked higher than one
  titled ‘Search Engine Optimization (SEO) for Authors: Ranking
  Information and Publishing Tips’. Although in general titles should be
  fairly short, we suggest choosing a longer title if there are many
  relevant keywords.
Write your abstract using keywords, phrases and synonyms
1. Include the keywords and phrases in your abstract that a
  researcher might search on to find your article. Provide additional
  relevant keywords and synonyms for those keywords as they relate to your
  article keeping in mind those keywords are also used by the abstracting
  and indexing services as a method to tag the research content.
Stay consistent
1. Refer to authors names and initials in a consistent manner
  throughout the paper and in the same way they’ve been referred to in the
  past online publications. If names are used inconsistently, search
  engines may not be able to id articles or citations correctly; as a
  consequence, citations may be assigned incorrectly, and articles will
  not be as highly ranked as they should be. For instance, Jöran, Joeran,
  and Joran are all correct spellings of the same name (given different
  transcription rules), but Google Scholar sees them as three different
  names. Obtain an ORCID and use it when submitting works to publishers to aid dissambiguation.
Use headings
1. Headings for the various sections of your article tip off search
  engines to the structure and content of your article. Incorporate your
  keywords and phrases in these headings wherever it’s appropriate.
Cite your own, or your co-authors, previous publications
1. Academic search engines, and especially Google Scholar, assign significant weight
  to citation counts. Citations influence whether articles are indexed
  at all, and they also influence the ranking of articles. When
  referencing your own published work, it is important to include a link
  where that work can be downloaded . This helps readers to find your
  article and helps academic search engines to index the referenced
  articles’ full text.
Text in figures and tables should be machine readable
1. Vector graphics containing font based text should be used instead
  of rasterized images so it can be indexed by academic search engines.
  Graphics stored as JPEG, BMP, GIF, TIFF, or PNG files are not vector
  graphics.
2. When documents are converted to PDF, all metadata should be
  correct (especially author and title). Some search engines use PDF
  metadata to identify the file or to display information about the
  article on the search engine results page.

Three Ways to Optimize Articles after Publication

Publish article on the author’s home page and upload it to
eScholarship (if author is a UC Faculty it will most likely be harvested
via the Publication Management System and then presented to the author
for inclusion in the eScholarship repository) so it can be indexed by
Google Scholar and other academic search engines. However, it is
important to determine that posting or uploading the article does not
constitute a violation of the author’s agreement with the publisher.
Remember to save your final drafts (pre-publication) so you can submit
it to the repository.
An article that includes outdated words might be replaced by either
updating the existing article or publishing a new version on the
author’s home page as Google Scholar considers all versions of an
article available on the web. Updated articles should be clearly labeled
as such so a reader is aware it is a modified version. This procedure
may be a violation of an author’s publisher copyright policy so be sure
to check first.
It is important to create meaningful parent web pages for PDF
files. This means that Web pages that link to the PDF files should
mention the most important keywords and the PDFs metadata (title,
author, and abstract).

SEO for Authors: A How-to Guide - Research Visibility - Research Guides at UCLA Library

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