Wiley, a 208-year-old publishing company, has undergone a significant transformation from a traditional book publisher to a global provider of digital content and content-enabled solutions. Central to this transformation is a strong focus on digital marketing, particularly search engine optimization (SEO). The implementation of a robust SEO strategy, supported by a certification program and collaboration with enterprise SEO tools, has led to measurable improvements in website visibility and revenue.
This article explores the key elements of Wiley's SEO strategy, drawing from insights shared by Clay Stobaugh, Wiley’s Chief Marketing Officer, and other relevant information from the source materials. The discussion covers the strategic integration of SEO into the broader digital marketing framework, the role of internal training and tool adoption, and the impact of these efforts on brand visibility and revenue.
Wiley’s Digital Marketing Evolution
Wiley’s shift from traditional publishing to digital marketing has been driven by the need to adapt to the changing landscape of information consumption. As a global organization, Wiley must cater to diverse customer groups across different geographic and cultural contexts. Clay Stobaugh, Wiley’s CMO, emphasizes the importance of aligning digital marketing efforts with the company’s strategic vision through a structured approach known as the Customer Engagement Framework.
This framework outlines a consistent process for identifying, nurturing, and engaging with customers. It ensures that digital marketing initiatives are not siloed but integrated across departments. The framework supports a data-driven approach, allowing Wiley to measure the effectiveness of campaigns and refine its strategies based on performance metrics.
One of the most significant transformations at Wiley has been the development of an award-winning certification program for employees. This program covers essential areas such as social marketing, digital analytics, SEO, and customer experience advocacy. By equipping employees with modern marketing skills, Wiley ensures that its digital initiatives are executed with the latest best practices in mind.
The certification program is a key component of Wiley’s digital transformation. It enables employees to stay updated on evolving digital marketing trends and apply these insights in their day-to-day work. This approach has not only improved internal capabilities but has also contributed to the company's overall digital marketing success.
The Role of SEO in Wiley’s Strategy
SEO has been a cornerstone of Wiley’s digital marketing efforts. The company has established a "center of excellence" focused on SEO, which has led to significant improvements in website visibility. For example, two of Wiley’s largest brands, Efficient Learning and Dummies, experienced a 90 percent and 70 percent increase in SEO performance, respectively, within a short period. This increase in visibility translated into over $850,000 in additional revenue.
The success of Wiley’s SEO strategy is attributed to a combination of factors, including the use of enterprise SEO tools and internal training. By adopting platforms such as BrightEdge, Wiley was able to identify areas for improvement in its content and SEO strategy. The BrightEdge platform enabled the company to uncover issues that were previously overlooked, allowing for targeted optimizations that enhanced search engine rankings.
In addition to using external tools, Wiley has mirrored the training and certification programs offered by BrightEdge to develop its own internal SEO and content certification system. This three-tiered certification program (beginner, intermediate, and advanced) ensures that employees at all levels have the necessary skills to contribute effectively to the company’s SEO efforts. The program emphasizes the importance of mindset, skillset, and toolset—three pillars that define a modern marketer.
The integration of SEO into Wiley’s broader marketing strategy has also been supported by the use of industry-leading platforms such as Salesforce.com, Eloqua, and Cvent. These platforms help track key performance indicators (KPIs) related to customer acquisition, email campaigns, and event marketing. By aligning SEO efforts with these platforms, Wiley can measure the impact of its digital marketing initiatives on revenue generation.
Technical and On-Page SEO Strategies
While the source materials do not provide detailed technical SEO insights (e.g., site speed, mobile optimization, or crawlability), they do highlight the importance of on-page SEO in Wiley’s strategy. The company encourages the use of keyword-rich content on its websites and journal homepages to improve search engine visibility. For instance, journals are advised to include short, descriptive text at the top of their homepages that clearly communicates their unique value proposition. This text appears in search engine results and helps researchers quickly determine the relevance of the journal to their search queries.
Additionally, Wiley emphasizes the use of targeted keywords that align with the search behavior of its target audience. By incorporating these keywords into descriptions and content, the company signals to search engines that its pages are relevant to specific topics, improving the likelihood of appearing in search results. This approach is particularly important for academic journals, where the ability to attract researchers and authors is crucial.
Wiley also encourages authors to write effective article abstracts and, in some cases, to create video abstracts. These abstracts not only provide concise summaries of research but also improve SEO by making content more accessible and engaging for users. The inclusion of video abstracts can further enhance visibility, as multimedia content is often favored by search engines and users alike.
Measuring the Impact of SEO Efforts
To gauge the effectiveness of its SEO strategy, Wiley employs a combination of tools and metrics. The company uses platforms like BrightEdge and Salesforce to track performance indicators such as search traffic, conversion rates, and revenue generated from organic search. These metrics provide insights into the return on investment (ROI) of SEO initiatives and help the marketing team make data-driven decisions.
One of the most notable outcomes of Wiley’s SEO efforts has been the significant increase in organic traffic to its key websites. The 90 percent and 70 percent improvements in SEO for Efficient Learning and Dummies, respectively, demonstrate the effectiveness of the company’s strategy. These improvements were achieved through a combination of content optimization, keyword integration, and the use of enterprise SEO tools.
The financial impact of these improvements is also evident. With over $850,000 in additional revenue attributed to SEO efforts, Wiley has demonstrated that a well-executed SEO strategy can have a direct and measurable impact on business performance. This success has reinforced the company’s commitment to SEO as a core component of its digital marketing strategy.
The Importance of Certification and Training
Wiley’s investment in employee training and certification has been a key factor in the success of its SEO strategy. The company’s certification program, which covers SEO and other digital marketing disciplines, ensures that employees are equipped with the skills needed to implement and optimize digital marketing initiatives. This program is structured into three levels—beginner, intermediate, and advanced—allowing employees to progress at their own pace.
The certification program is not only focused on technical skills but also on developing a modern marketing mindset. As Clay Stobaugh notes, the role of a modern marketer goes beyond having the right tools; it also involves having the right mindset and skillset. The program ensures that employees understand how to use data to inform their decisions and how to align their efforts with the company’s strategic goals.
The success of the certification program is reflected in the outcomes of Wiley’s SEO initiatives. By equipping employees with the necessary skills and knowledge, the company has been able to implement more effective SEO strategies, leading to improved search engine rankings and increased revenue.
Collaboration and the Customer Engagement Framework
Wiley’s approach to digital marketing is built on collaboration and a structured framework that guides customer engagement. The Customer Engagement Framework is an eight-step process that begins with research to identify customer personas and journey maps. These insights are used to inform content strategy and determine the appropriate KPIs for each campaign.
The framework also emphasizes the importance of measuring and optimizing marketing efforts. By continuously tracking performance and making data-driven adjustments, Wiley ensures that its digital marketing initiatives remain aligned with its strategic objectives. This approach has helped the company move away from siloed marketing efforts and toward a more integrated and collaborative model.
The use of BrightEdge’s Data Cube has been instrumental in supporting this framework. The platform allows Wiley to analyze content performance and identify areas for improvement. By leveraging this data, the company can refine its SEO and content strategies to better meet the needs of its target audience.
The Future of Wiley’s SEO Strategy
While the source materials do not provide specific details about Wiley’s future SEO plans, it is clear that the company remains committed to optimizing its digital marketing efforts. The continued investment in employee training, the use of enterprise SEO tools, and the integration of SEO into broader marketing initiatives all suggest that Wiley will continue to prioritize SEO as a key driver of business success.
Looking ahead, it is likely that Wiley will continue to explore new ways to enhance its SEO strategy. This may include further integration of multimedia content, such as video abstracts, to improve user engagement and search visibility. Additionally, the company may expand its use of data analytics to gain deeper insights into customer behavior and preferences, allowing for more personalized and effective SEO strategies.
Conclusion
Wiley’s SEO strategy is a critical component of its broader digital marketing transformation. By implementing a structured approach to customer engagement, investing in employee training, and leveraging enterprise SEO tools, the company has achieved significant improvements in website visibility and revenue. The success of its SEO efforts underscores the importance of a well-executed digital marketing strategy in today’s competitive landscape.
As the digital marketing landscape continues to evolve, Wiley’s focus on SEO, combined with its commitment to modern marketing principles, positions the company well for future growth. The lessons from Wiley’s experience provide valuable insights for other businesses looking to enhance their SEO strategies and drive digital transformation.