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Note from the Editor

Maximizing Journal Article Citation Online:Readers, Robots, and Research Visibility

EMMA R. NORMANCo-Editor in Chief, Politics & Policy

Online peer-reviewed academic journals bring much-touted benefits toauthors. They can enhance an article’s visibility, link one’s researchrapidly to the appropriate web of key literature, and bring it to theattention of more scholars who will use it, thus boosting the chances ofmaximized citation hits. Yet writing an article for online distribution ina way that takes advantage of these benefits is different from preparingone for print journals in some small, but important, respects. To becited, articles have to be both visible in an electronic environment andperceptively relevant to their key audience from the outset. Afterintroducing the first online-only issue of Politics & Policy (a print-driven journal for 40 years), the editor covers some techniques authorsshould consider when submitting to online journals, from writing asearch engine-friendly title and abstract to tips on how authors canmaximize visibility once an article is published.

Keywords: Maximizing Citations, Writing Online Journal Articles, OnlineVisibility, Academic Search Engine Optimization, Journal Article Titles,Abstracts.

Related Article: “Teaching the Net Generation,” (2011):http://onlinelibrary.wiley.com/doi/10.1111/j.1747-1346.2011.00287.x/abstract

Related Media: Podcast (Bowling 2009):http://wileyblackwellexchanges.com/2011/11/19/publishing-workshop-the-online-author’s-survival-guide/Podcast (London School of Economics 2011b):http://blogs.lse.ac.uk/impactofsocialsciences/podcasts/Video clip (Roy 2011):http://www.ted.com/talks/deb_roy_the_birth_of_a_word.html

Politics & Policy, Volume 40, No. 1 (2012): 1-12. 10.1111/j.1747-1346.2011.00342.xPublished by Wiley Periodicals, Inc.© The Policy Studies Organization. All rights reserved.

Politics & Policy’s Fortieth Volume: Online-Only Distribution from 2012

Academic journal publishing is changing. Fast. We are all no doubt acutelyaware that the ways we search for, find, select, store, retrieve, evaluate, process,use, connect, cite, and even read (Moody and Bobic 2011; Nielsen 2006)scholarly research have transformed dramatically over the last decade, and arelikely to evolve more quickly in the future as new technologies, resources, andapps become available—often monthly. It is, thus, no surprise that many majorpaid-access academic journals have found their readership and subscriptiontrends moving inexorably toward online-only use. Demand for journal issuesconsumed as an integrated whole has given way to the institutionallysubscribed, or “pay-per-view,” single-article download as the favored methodpermitting selectivity and maintaining quality in an era of information overload.As a result, scholars gain more freedom to tailor article consumption to theirspecific research needs. One consequence in terms of impact ranking is that thenumber of views/downloads of individual articles may be starting to count inthe same way as the number of citations indexed for a particular piece (Davis2011, 5; The National Federation of Advanced Information Services 2009).The two measures are not always positively correlated, however, especiallyin open-access journal articles that may not always ensure standardized quality(Davis 2011) in the ways that online subscribed-access journals do throughrigorous peer review.

All these developments have important implications for Politics & Policy asa journal rather than a mere repository of individual articles, for what it canoffer readers, and for how submitting authors can improve their chances ofpublication, views, downloads, and citations.

Improved Journal Features: Increasing Visibility

Welcome to the first issue of Politics & Policy’s fortieth volume, and a newchapter in its long history. In January 2012, all Policy Studies Organization(PSO) journals moved to electronic-only distribution in line with rapidtransformations in the industry. This will not only give a broader reach andvisibility to Politics & Policy and its articles—past, present, and future—but itwill also be accompanied by enhanced services for readers and authors. If youhave not already done so, take a few seconds now to sign up for free Table ofContents (ToC) email alerts whenever a new issue of Politics & Policy isreleased. Please register or sign into Wiley Online Library, and click “Get NewContent Alerts” in the journal tools menu. To celebrate our fortieth year, wewill be releasing two special e-issues in addition to the normal six, so this alertwill be extremely handy.

This issue launches the first of the technical improvements we have plannedfor release throughout the year. All previous features of the online HTMLarticles will remain, including the “jump to” navigation box, and hyperlinks to

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titles, abstracts, or full-text material in the references and text. This year,together with Wiley-Blackwell’s initiative in developing CrossRef further, weendeavor to provide more and speedier in-text fast linking to works cited in theHTML versions of the journal’s articles. While still dependent on specificinstitutional journal subscriptions and the stability of external webpages, thisshould bring as much electronically available material to your fingertips aspossible, while minimizing those annoying “dead links” so ubiquitous in manyonline sources.

Also, fast links are now flagged at the beginning of each article to relatedarticles in Politics & Policy that may not be cited in the text. We hope to extendthis feature to include related articles in all the other ten PSO journals, whichtogether span the widest spectrum of quality research in the policy studiesdiscipline. So if you are signed in to Wiley Online Library and your institutionsubscribes to the PSO journal “bundle,” the full texts of all related articles fromthese eleven publications devoted to policy will be a click away. Links at the endof the article are also planned for the future to more easily return to the journalhomepage, review its aims, scope, and author guidelines, submit an article,bookmark the article or track its citations, receive alerts, download a PDF, orcheck PSO proceedings and conferences. We are currently working with Wiley-Blackwell to increase the interactive dimension of the downloadable PDFversions of Politics & Policy articles, too.

Later in the year, we hope to introduce some more ambitious links to mediathat extend beyond the usual journal articles, webpages, and online datacollections cited. Links to media that were conventionally avoided as impracticalin traditional print journals have now not only become possible, they can reallyenliven an article, review, or symposium, expanding its audience and its use inresearch circles as well as in teaching. Just as online journals have already sweptaway previous obstructions to complex colored data presentation, the vibrancy,longevity, and potential use of an article can be increased by including or linkingto relevant images, video clips, related syllabi, seminar plans, presentationmaterial, animated files, sound files, and podcasts—all much in demand intoday’s classrooms. In Politics & Policy this year, a “related media” section willindicate such material is present.

Finally, to commemorate Politics & Policy’s fortieth year of publication, wewill be launching two free e-issues in addition to our customary six. The first,which should be released very soon, is appropriately a retrospective look at someof the most notable articles from the journal’s long history that stand out for theirintellectual rigor, groundbreaking scholarship, popularity, and continuedrelevance. Several are award-winning, some rate among the journal’s mostdownloaded articles to date, and a few have been judged by the editors andassociate editors as simply too darn good to leave out! The second e-issue will bereleased later this year on a narrower topic. We hope that, in celebration of thejournal’s arrival at “that certain age” of self-confident maturity, you find thesee-issues and the articles in this number as useful as we have!

Norman / NOTE FROM THE EDITOR | 3

At this electronic turning point in the journal’s history, both my co-editorand I felt that a longer and more substantive note would be appropriate and,given the extraordinary amount of both open- and subscribed-access articlesthat have flooded the web over the past few years, an author guide tomaximizing citation and online visibility is particularly fitting.

Maximizing Visibility and Citations: Five Things You Always Wanted to Knowabout Writing an Online Article (But Were Too Busy to Ask)

You do not have to be a webmaster, a bibliometrician, or a member of theGoogle generation to encourage more citation of your online articles. A fewsimple techniques can enhance their visibility and impact in a way that neitherpanders to “machine logic” nor massages an article’s ranking illegitimately. Thetechniques should not alter central arguments, structure, or general writing styleat all. If anything, the additional reflection will bring out the qualities of theseparts of an article more strongly, which is what ultimately leads from downloadsto citations. Articles should still be methodologically sound and justified, wellgrounded theoretically, written clearly, and structured logically. They shouldalso contain a good, current literature review, contribute something new, useful,and interesting to that literature, deliver a thorough and stimulating discussionof their findings, and offer a satisfying conclusion. Yet just a little more timespent focusing on a few areas can do much to increase downloads and improvecitation hits in an electronic environment.

Several author guides (Lafaye and Bowling 2009; London School ofEconomics (LSE) 2011a; Wiley-Blackwell Author Services 2011), scholarlyarticles (e.g., Beel, Gipp, and Wilde 2010), and podcasts on enhancing the writing(Bowling 2009) and measuring the profile (LSE 2011b) of online articles cover indetail the areas discussed below and are well worth reviewing. The following fivebroad areas distill the main features in these ongoing discussions, and add someelements from the perspective of Politics & Policy’s editors in chief. They are, ofcourse, suggestions only—but there is much evidence to show that following afew of them will enhance the online visibility and citation of your articleconsiderably.

1. Make your article easy to find online.2. Motivate viewers to read on and download.3. Make it easy for others to use and connect to the relevant literature.4. Use media and links creatively.5. Disseminate the published article across your own networks.

Choose a Search Engine-Friendly TitleThe most effective way to gear an article to optimal online visibility is to

ensure it is easy to find by those who will view, download, and hopefully cite it

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by making its title search engine-friendly. As both producers and consumers inthis market, a greater awareness of our own methods for searching and selectingrelevant literature is indispensable in developing search engine-savvy writingtechniques.

Since the article’s title largely determines how close to the top of a reader’ssearch results it will appear, construct titles carefully, and with keywords inmind. If a title is search-unfriendly, a study will not have much chance of gettingseen, let alone read or cited—at least as a result of electronic searches. Articletitles are now largely sorted by machines first, and humans second. Asconsumers of research online, our search practices already reflect an awarenessof the limitations of virtual reasoning in our keyword choice and combination.As producers, we have some catching up to do!

Search engines rank literal association and clarity in titles above subtle wit,clever plays on words, or obscure references to Aristophanes, Woody Allen movies,or Aesop’s fable of the ant and the grasshopper. These reference are therefore moresuitable for section headings than article titles. Traditionally, the identity of thepublishing print journal provided sufficient context for an erudite reader to makesense of, and appreciate the depth of, such titles. Online searches for single articlesacross multiple journals, publishers, and disciplines turn up a far wider array ofresearch options, but search engines lack the ability to contextualize nonliteralmeaning. And without a stable context, sometimes so do we. When we type in“hooves,” computers will not only retrieve “horses” before “zebras,” they willretrieve “hooves” first. As (re)searchers, we understand this; as writers we need to.

There are some exceptions to this rule, but the most search engine-friendlytitles not only provide a clear description of the specific topic of the article(Wiley-Blackwell Author Services 2011), they ideally indicate the centralargument or findings it will advance (for some excellent examples, see LSE2011a). This does not mean titles should be uncreative or dull, however.Search engines deliver initial visibility, but it is the human appeal that thendetermines if an article is read or not. Research shows that including unique,memorable words and phrases in a title together with important keywordsdistinguishes it in the minds of an audience, making it easier to recognize in areader’s download or bookmark library, or find again later on the net.Analysis conducted independently on scientific (Habibzadeh and Yadollahie2010), medical (Jacques and Sebire 2010), and psychology (Whissell 1999)journal articles also reveals a growing consensus that longer titles are morepositively correlated to higher citations than short ones, as is the presence ofa colon and an informative subtitle, and the use of nonquotidian language.While such systematic research has yet to be published on political sciencearticles, browsing the top-downloaded and cited articles in Politics & Policy,and the major policy and political studies journals suggests that it is also likelyto apply to this discipline too. So definitely “write for readers not robots”(Wiley-Blackwell Author Services 2011), but try to ensure that at least the titleis something the robots can understand.

Norman / NOTE FROM THE EDITOR | 5

One way to verify this is to run searches in different engines with prospectivetitle(s) before submission, and see what these retrieve. Then try enteringvariations of the phrases and keywords (LSE 2011a). If the top 50 results are notclose to the article’s subject, or do not include works you viewed or cited,consider refining your title accordingly and check it shares at least one or twokeywords with related work.

As I mentioned earlier, there are exceptions to the purely descriptive titlerule. Ambitious titles are trickier for search engines to handle, but if constructedwell, can work tremendously for views and downloads in other ways. Oneetched forever in my brain is “Get Your Tongue Out of My Mouth ‘Cause I’mKissin’ You Goodbye: The Politics of Ideas” (Meier 2004), which still featuredin the Policy Studies Journal’s top downloads years later. Applying the abovekeyword principle and conducting advanced searches for “the politics of ideas”confirms that this title is not especially search-friendly, ranking currently below45-75 other results in academic searches—although this is certainly not terrible.However, it capitalizes on the memorability factor. Taken together with theclear thesis statement early in the abstract—“that country music is a crucial partof the politics of ideas, and, in fact, many policy debates are resolved in countrymusic well before the intellectual community of policy analysts reaches aconsensus”—the cumulative effect is just too intriguing for the curious toignore. Meier—1; Robots—0!

Write Accurate Abstracts and Inviting IntroductionsAbstracts are vital, but often rushed. The consequences of this are far more

significant in an electronic environment than a print-driven one. To an onlineaudience, an abstract’s purpose is to reinforce the primary keywords in thetitle (boosting search result visibility), while also generating sufficient interest forthe viewer to continue reading the whole article. As such, abstracts should stateclearly and in an engaging way the article’s central message, and outlineits general subject, objectives, main findings/argument, and contributionaccurately and fluidly. Many do not do this well from the point of view of eitherreaders or robots.

There is widespread agreement that a good abstract should repeat thekeywords and phrases in the title, some as many as three or four times, to optimizethe way that search engines rank an article in their results pages. It is neverthelesspossible to overoptimize an abstract (Beel, Gipp, and Wilde 2010; Wiley-Blackwell Author Services 2011), so be prudent. Wiley-Blackwell’s AuthorServices page (2011) and LSE (2011b) give some excellent examples of good andpoor abstracts. Hartley (2011) and Fulda (2006) discuss the finer details ofabstract dos and don’ts. Try to strike a balance between breadth of appeal anddepth of detail (Whissell 1999). Above all, readers need to distinguish andremember your key point: the findings and concrete thesis statement of the article.

While there is some discussion concerning whether the opening sentence ofthe abstract should contain the central argument or not (I find it depends very

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much on the paper), try to include it in the first half. Clear, informative abstractsmotivate views; punchy, interesting introductions that spell out the value-addedof the piece motivate downloads. Then it is up to the quality and content of therest of the article to generate citations. Like it or not, the advent of F-reading(see Moody and Bobic 2011; Nielsen 2006; Nielsen and Pernice 2009) suggeststhe majority of Internet users have become accustomed to processing data inapproximately 140-byte-sized portions. The tendency is to read the firstparagraph (abstract) in its entirety, about half of the second paragraph(introduction) less carefully, and skim almost vertically down the rest of thepage, following the form of the letter F. If nothing arrests the attention, thereader moves on to the next page, often within 40-60 seconds on a nonacademicwebsite. Naturally, the highly focused, trained academic mind is likely to resistthat this conclusion applies in its own case and to its own products! But thegeneral principle is worth taking on board: the way the first four or six lines ofthe introduction are phrased can persuade a reader to continue to view anddownload—or not.

Make the Article Easy to Use and Connect ToAdapting the traditional principles of good article structure to encourage

online visibility and citations is also straightforward. Arrange headingsprudently for “jump to” access that facilitates use and ensure at least somereinforce the title/abstract keywords. Situate the study and its originalcontribution very clearly in an engaging, current literature review. If anyquestion whatsoever hovers over the weight or impact of the contribution, thisbecomes all the more important. For the same reasons that good review essays(beloved by librarians and editors everywhere) tend to generate more citationsthan many original articles, strong, comprehensive literature reviews arepotentially useful citation material and, in some cases, this may ameliorate aless-than-groundbreaking contribution in the eyes of reviewers, editors, andreaders.

Successfully encouraging those citations depends on how firmly the studyis embedded in, and connected to, the online network of related literature. Soin addition to scholarly books, cite—where relevant—a respectable range ofpeer-reviewed journal articles and other online data sources that can be easilylinked to in the text, and thus quickly accessed by readers. The implications ofthis point apply to all political and policy scientists, but especially to politicaltheorists and philosophers seeking to encourage citation and increase theimpact of their work, given this subfield tends to cite more books (see Brownand Norton 2009).

As academic search engines use more than keywords in their result-rankingalgorithms, the number of pages linked to an article also counts. Your citationsto other work register in this respect and invite readers to view your article via the“cited by” links now available in most search engine results and some journals.For guidance on author self-citation in political science, see LSE (2011b) and

Norman / NOTE FROM THE EDITOR | 7

Lafaye and Bowling (2009). Although different norms exist for self-citationbetween the sciences and social sciences, and these have shifted in the last threedecades (cf. Hyland 2003; Snyder and Bonzi 1998), Fowler and Aksnes’ (2007)study of scientific journal articles is also illuminating for its detailed findings that,under certain conditions, self-citation does pay if it is not abused.

To help maximize visibility, in addition to the usual bibliographicinformation, provide all the webpages—for the abstract if it is not free access—ofthe articles cited, along with the access date. Also try to ensure as far as possiblethat all the URLs referenced are stable and hail from the most authoritative,enduring sites to be found on the matter. Until recently, this has not been quite asimportant and is often overlooked by an author until an article is alreadyaccepted and in production. Editors nevertheless place far more emphasis on thismatter now, since when an article is published online, its content and embeddedlinks cannot be updated.

Use Media and Links ImaginativelyI noted earlier that Politics & Policy will be introducing this year a wider use

of references to media that have not been possible to include in traditionalscholarly print journals or their online versions until recently. Electronicdistribution has primed the way for including much more than colored graphsin an article, however. Consider whether your data can be presented moreresourcefully than in standard tables and charts. The animated data imagingspotlighted in Deb Roy’s presentation1 (TED 2011) offers a truly inspiring tasteof how data will be used visually to support online articles in the future. But, forthe present time at least, creative data presentation thankfully does not requirean expansive research budget from the MIT. Lengler and Eppler’s (n.d.)(version 1.5) impressive “Periodic Table of Visualization Methods” is a goodplace to begin thinking seriously of how traditional data can be displayed in away that increases the vibrancy and potential uses of an article. And dataimaging is only the starting point. Now it is technically feasible, other media willcertainly become an increasingly important value-added of scholarly articlesacross the discipline in the near future—just as it already has in the classroom.

Clearly, those readers in search of teaching or presentation ideas andmaterial will be more likely to use and remember an article that also offers aseries of highly relevant, well-integrated images, animations, presentationmaterial, podcasts, sound files, or videos, than one that does not. Wiley-Blackwell can host the files or link to them, although in the latter case, the stableURL point discussed above applies. Bear in mind that some online sourcesrequire permission to use copyrighted material. It is the author’s responsibilityto obtain this. Many journals, including this one, require proof that permissionshave been granted before accepting an article. Some request it on submission.

1 See minute 5.00 for sound data, and minutes 10-11.00, 12.30, and 16.00 for data imaginghighlights.

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Lafaye and Bowling (2009, 9-11) give an invaluable list of where to find freeresources and free software to edit them, as well as technical specifications foruploading media files, and answers to frequently asked questions concerningother media use.

Disseminate Articles after PublicationHaving more sites linked to an online article increases its chances of ranking

higher on search engine results, and several strategies can affect this positivelyand legitimately. Editors and publishers are already working tirelessly indifferent arenas to promote your piece. Are you also doing enough? The bestperson to take advantage of the most appropriate and specific research networksfor an article is the author. Indeed, so many scholars are now already engagingin profile-raising activities that it is no longer thought of as the kind of unsavoryself-promotion that only the shameless would conduct. It is a necessity. And itcan also be a creative enterprise in itself.

Bowling (2009) touches on the following suggestions in his podcast: postlinks to your article on institutional and personal websites; share it on socialnetworks and blogs; have it reviewed and linked in your university anddepartmental research news bulletins; send it to colleagues; sign up to Wiley-Blackwell Author Services and get a copy sent to your top-ten selection ofadditional scholars; email it to local newspapers or other media outlets with abrief on how the findings are newsworthy; or even add it to a relevant Wikipediabibliography. You can also link it to your Moodle or Blackboard site, or initiatea student chat about it there, to your online syllabi and course material, or postfilms of seminars or creative student presentations about it on YouTube, andshare them on your social networks and websites. If none of the above appeal,one can, of course, at least consider shamelessly inveigling colleagues to cite orlink it in their work and websites.

The now-emerging academic dimension of social networks like Twitter andFacebook should also not be underestimated on the basis that these sites areseen as “popular and therefore unscholarly.” These social tools are not just thefuture of academic networking; they are the present. Mollett, Moran, andDunleavy’s (2011) Using Twitter in University Research, Teaching and ImpactActivities gives excellent guidelines for new users and experienced Tweeters—asindividuals or research groups—to follow key scholars and feeds, build onlineacademic networks, and enhance the visibility and impact of their own workusing this medium.

Conclusion

Working on some of the above suggestions in these five areas does require alittle more effort and reflection than writing for traditional print journals. Yetthe principles are intelligible, the modifications are generally slight, and thepotential improvements they can make are likely to be worth it in terms of

Norman / NOTE FROM THE EDITOR | 9

maximizing an article’s chances for better visibility, increased downloads, andhigher citations later. None of the suggestions change the essential componentsof the quality political science article. On the contrary, following the mostimportant ones should enhance those components. But if submitting authors toPolitics & Policy and elsewhere reflect on these issues, and choose to follow atleast some of the suggestions, more downloads and greater citations are likely toresult. At the very least, following them will be likely to engage your editorspositively—and that cannot be a bad thing!

Please contact the editors of Politics & Policy if you have any queries onother media, wish to explore new ideas for optimizing the online appeal of yoursubmission, or if you would like to participate in this discussion via a Letter tothe Editor to be considered for publication in the journal. Please access here forfree ToC email alerts whenever a new issue of Politics & Policy is released.

References

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