如何使你的影响力最大化Maximizing-the-impact-of-your-paper-(Sarne).docx

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• Good evening everyone! My name is Fiona Sarne and I’m a Senior Editor at Wiley and Wiley publishes on behalf of the ASLO and AGU portfolios. Part Wiley’s mission is to work closely with our society partners, like ASLO and AGU, and journal editors, like Bob and Miguel, to ensure that we are maintaining high standards of the journals that we publish. You’ve already heard really great presentations from Bob and Miguel and my portion of the workshop will cover Search engine optimization (SEO) techniques and promotional tools you can easily leverage as authors in order to make your paper stand out once it’s been published.

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• So you’re article has been published…now what? At the end of the day, you care most about advancing science and in order to do that you must get discovered, read, and cited.

• As a result, not only will your research become more visible, but you’ll also attract more readers, potentially increase more shares and citations, and ultimately build a stronger reputation for you within your field.

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• So how do you get read? Well, first you need to get found…
• More than half of the traffic to our publications platform (Wiley Online Library) comes from search engines. It’s important that you put yourself in the position to be found and this can be done through something called search engine optimization or SEO.
• SEO –is the process of improving the ranking of your article in search engine results so your paper appears at the top of the list when someone enters a search term that is relevant to your topic of your research.

• Here’s how to approach SEO in 4 easy steps.
• Keywords: Keywords are a powerful tool for discoverability. Not only are keywords important for SEO because it pushes your paper to the top of search results, they are also used by abstracting and indexing services as a mechanism to tag your article’s content.
• Choose a Smart Title: When thinking about SEO, the title of your article is the most interesting element. It’s the first piece of information that someone sees before deciding to read your paper.
• Write a Good Abstract: Abstracts are always free to access, which means that along with your title, abstracts are the most widely-read part of your paper. So be sure to express key points and findings from your article in the simplest possible terms within this section of your paper.
• Build Links: Ultimately, the more links that lead to your publication, the more search engines will value and highlight your content.

In the next few slides, I’ll go into more in depth detail about these four steps, but it’s important to highlight that you should always refer to the author guidelines of the respective journal you are submitting your paper to as the instructions might vary in terms of constructing these elements of your paper.

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• Choose appropriate keywords and phrases that are relevant to the topic. Use key phrases rather than individual words because people tend to search for specifics, not just one word. So a good example is to use a phrase like ”water quality” instead of just the word “water”.
• Test your keywords in search engines like Google or Google Scholar to check if your keywords return papers that are relevant to yours.
• So once you’ve determined your keywords, where do you use them?
• Title: Use 2-4 keywords and try to put them within the first 65 characters of the title
• Abstract: In an abstract, it’s best to focus on a maximum of 3-4 different keyword phrases rather than try to get across too many keywords in the abstract.
• Headings: The sub-headings for the various sections of your article tip off search engines to the content of your article, so use keywords where appropriate.
• Keywords field: This is where you can also provide additional relevant keywords and synonyms as they relate to your article. The information provided in the keyword field is used for the purpose of indexing your paper in abstract and indexing databases. Make sure to include the keywords and phrases that you’ve repeated in your title and abstract.

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The title of your paper is your chance to message the value of your work to the broadest audience—it’s the first thing someone sees before deciding to read your paper:
• Communicate the topic of your research as simply and clearly as possible. If your title is more than 15 words, consider moving a phrase from your title to the first or second sentences of your abstract.
• Place the main concept of your paper near the beginning of your title.
• And do not use abbreviations or acronyms unless the majority of your audience will recognize them.

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Abstracts are always free to access, which means that along with your title, they are the most widely-read part of your paper.
• Use your abstract to clearly express key points of your research. It’s important to keep in mind that the abstract is not an abbreviated version of your paper; instead, the abstract is your chance to champion your work and communicate your key findings in a way that convinces readers of its value.
• In terms of length, an ideal abstract is 7-10 sentences (but again it’s always good to refer to the guidelines of the journal you want to submit)
• Let your abstract tell the story of your paper. It should have a beginning, a middle, and an end.
-Beginning: Your Opportunity to: Articulate the primary research questions and key conclusions.
• Ask Yourself: Why did I do this research? What is the most important conclusion right off the bat?
-Middle: Your Opportunity to: Outline research methods and any supporting evidence
• Ask Yourself: What were my research aims and techniques? How did I gather my data?
-End: Your Opportunity to: Highlight the unique value of your research and how it adds to, contradicts, or expands upon existing research.
• Ask Yourself: Why are my conclusions valuable? What implications do they have for my field?

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I have some handouts that cover SEO Guidelines for authors containing top tips on making articles discoverable online and it also provides a prime example of SEO best practices which make papers discoverable.

SEO搜索引擎优化
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-Build links: The more links you have to your article, the more search engines will value and highlight your content.
• You should create a network of inbound links and citations to your article. This is something you can start doing as soon as your paper is published online and you have a URL to drive people to.
• Few places you can create these links:
-Institutional websites: When your paper gets published, make sure that you link to it from your profile page on your institution’s website. It’s also wise to reach out to other members of your community to get them to link to your content as well.
-Cite your previous work as appropriate because citations of your past work factor into how search engines rank your current and future work.
-Include links in your social media profile, such as Twitter or LinkedIn.

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So this concludes my overview of SEO. Now I’ll cover a few ways that you can actively promote your own work after it has been published.

Ultimately, we want to help authors get
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• You can also take advantage of a completely free new service to Wiley authors through our partnership with Kudos. Kudos gives authors a free set of online tools that they can use to maximize and measure the readership and impact of their published articles in just 4 easy steps:
1: Explain – allows you to add simple descriptions to summarize your work and why its important
2: Enrich – lets you add links to related resources that puts your work into context – add links to things like blog posts, commentaries, and presentations.
3: Share – Kudos provides you with a unique, trackable link to then share your enhanced article using email or social media to engage the digital community
4: Measure impact – Kudos enables authors the access to a publication dashboard where you can monitor the impact of your article performance using a variety of metrics (usage, citations, and Altimetric score)

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• Wiley authors are also provided with a sharing tool called ArticleShare
• This is a free service that authors are entitled to where they can nominate up to 10 colleagues to receive unlimited free access to your article as soon as it publishes.
• ArticleShare allows authors to get their papers into the hands of influential people who can help make the biggest impact for their work

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• Finally, Wiley has a number of free educational webinars on various topics which include webinars on Peer Review, Open Access and how to write a good abstract and more. Here’s a link:
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• That concludes my presentation. I’m happy to answer questions.