An inside look at how Fodors.com is maximizing its traffic—and its ad revenue—via search engine optimization and other tactics.

By Carolyn Huckabay

Lauren Palmer, executive director of online strategy and business development for Fodor’s Travel—the largest worldwide publisher of English-language travel books and guides—is responsible for overseeing the company’s online property Fodors.com, including advertising and affiliate relationships, and digital licensing. And she knows a thing or two about the do’s and don’ts of Web marketing. Formerly of Time Inc. and Gannett/USA Today, Palmer has been at Fodor’s for more than three years. She spoke with Book Business about Fodor’s strategy for search engine optimization (SEO) and engaging site visitors.