SEO For Publishers: how to start optimizing your website.

SEO (Search Engine Optimization) is the process of making your site content better for users and search engines, so it can rank higher in search results. High ranks transform into high-quality traffic and growing visibility for the relevant audiences, leading to higher CPM and RPM.

And who doesn’t want that?

For publishers in programmatic advertising SEO is a crux of their online presence, as their income directly linked to the site performance

Some statistics have indicated that a well-optimized site can drive up to 30% more organic traffic, which can significantly increase your ad inventory’s value, and positively influence your CPM and RPM results?

5 Pillars of SEO for Publishers.

1. Keyword Research for SEO

At the heart of SEO is understanding what your target audience is searching for. Utilize tools like Google Keyword Planner or SEMrush to find keywords relevant to your content.

Trick. Go googling. Start typing your keyword, and Google will give you connected hints associated with your keyword. Why it’s good? Because you are literally using keywords people are looking for.

2. On-Page Optimization

Ensure each page is optimized for SEO, including meta tags (your page descriptions for the small Google robots), title tags, and high-quality, keyword-rich content.

Trick. Storytelling is a mighty tool of on-page SEO. A well-woven story can naturally incorporate keywords and engage readers longer, signaling search engines about your page’s value (look, you are still here, reading :wink: )

3. Link Building

High-quality, inbound links to your site act as endorsements in the eyes of search engines. A handful of links from reputable sites are worth the world.

Trick. Consider guest blogging on niche sites, partnering for joint webinars, or even hosting virtual events that will definitely boost your ranking and advance SEO.

4. Mobile Optimization:

With over 50% of global web traffic coming from mobile devices, a mobile-friendly site is an absolute hygienic factor for your online presence. Beyond the typical mobile-responsive design, consider implementing Accelerated Mobile Pages (AMP). It’s not just about fitting your content on a smaller screen but delivering it faster and smoother.

5. Performance and Speed:

Page load times play a pivotal role in user experience. Search engines know this, and slow sites can be penalized in rankings. Try lazy loading, where images or objects are loaded only when they appear in the user’s viewport. Or experiment with new formats like WebP for images

Golden Rules of SEO for Publishers:


  • Regularly update your content.

  • Invest in a secure and accessible website.

  • Track your results with tools like Google Analytics (check out our webinar)


  • Engage in “black hat” tactics like keyword stuffing or sneaky redirects.

  • Neglect your site’s technical aspects, such as an XML sitemap (file that lists a website’s essential pages, making sure Google can find and crawl them all. Read more here)

  • Forget about social signals. Share your content and encourage others to do the same.

SEO is your reliable pit crew in the race to dominate the web space, ensuring your site runs optimally and races ahead of the competition. So, gear up, optimize, and watch your digital presence foam. Need a helping hand? Reach out! At Refinery89 we can help you drive your SEO to the top.

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