Category Archives: Advice

Creating textbooks that help students to learn

Michael Pershan is a high-school maths teacher and writer with an interest in pedagogy. In this post, he draws on academic research and his own experience to consider how writers, editors and publishers can create textbooks that students find easier to learn from.

I recently opened the latest edition of a college-level meteorology textbook. Each page, I happily discovered, was colourful and bright. Tricky details from the text were illustrated with well-selected images. Boxes were offset from the main text to expand on interesting points. It felt warm and vibrant, so I read on.

A few minutes later, I was overwhelmed. While each individual sentence went down fine, the cumulative effect wore on me. There was an example I couldn’t make sense of, and then a whole section that as a student I might not have understood at all. It left me wondering, is there a better way to design these things?

I wish I could tell you that there’s a science of textbook design. As far as I can tell, there is not. What we have instead is psychological research that can help us think more clearly about design choices. That is, there is an art of research-informed textbook design.

Here are two recommendations that I think would most improve most instructional texts:

Ask more questions, more often
Structure ideas into manageable chunks

These ideas both emerge not just from experience, but also from research on teaching and learning.

Recommendation 1: Ask more questions, more often

From a pedagogical perspective, studying a text is somewhat akin to learning from a lecture, video or explanation. In other words, it is a form of direct instruction. All that’s missing is a teacher.

One common problem of direct instruction is that it can leave students not thinking deeply enough about the content. What happens instead could be called surface-level comprehension, or even shallow information processing. Classroom teachers are familiar with this – students nod along, seem interested enough, but hardly remember a single thing the next day. How do we avoid this when we ask students to learn from texts?

The answer, in short, is urging the reader to think more deeply. In the area of research I’m most familiar with – worked example research in mathematics – a three-stage structure has emerged[1] for encouraging students to learn from presented examples:

Provide the information. First, information is presented to students. In a book, this is the main text.
Prompt for explanations. Students are prompted to think more deeply about the information. These don’t need to be open-ended explanation questions – they could be multiple-choice or fill-in-the-blank questions woven into the main text, or even in the margins.
Ask for application. Students apply their knowledge in a new, but similar, situation.

The practice questions that appear at the end of a textbook chapter play this role, but research suggests there are benefits for also asking questions closer to the information being presented. Questions should be presented more frequently, closer to the relevant material.

How frequently? Hard to say. Too few questions, and students might fail to make important connections. Too many and the text becomes difficult to read. But most texts, it seems to me, ask too few.

Recommendation 2: Structure ideas into manageable chunks

In 2003, researchers Richard E. Mayer and Roxana Moreno published ‘Nine Ways to Reduce Cognitive Load in Multimedia Learning’. Try remembering a seven-digit number while also reading Twelfth Night. You’ll likely feel overwhelmed: that’s too much ‘cognitive load’, and it harms your thinking and learning.

Textbooks often trigger cognitive overload in their readers. Many new concepts are just hard to take in. But often, the overload can be managed by delivering the new idea in smaller chunks while following research-based design principles.

Mayer and Moreno’s paper is worthwhile reading for anyone in the business of designing learning materials of any sort. Here are four techniques they mention that I find particularly relevant for improving textbooks:

Cut stuff. When ideas are challenging, ruthlessly exclude information that doesn’t pertain to the content; even interesting facts, trivia or tidbits can contribute to cognitive overload. Another common issue is redundant text.
Preview the structure. If a process is complex, structure it for students. Break it into little chunks and name each one. Then dive into the details.
Segment complexity. If an explanation or a process is long, consider chunking it up and explaining each chunk individually.
Aligning. When illustrations or examples appear on another page (or another website, for digital texts), the student must remember information from the main text to learn what is intended. This is a memory burden that can contribute to overload – better to align text with illustrations and diagrams, to whatever extent possible.

In a mathematical situation, an example of what not to do would be to present something like this lengthy example[2] with a picture of a skateboarder nearby, describing a context in which he might want to know how to solve a system. (This isn’t far off from common textbook practices!)

A better way to handle this would be to first preview the structure, mapping the terrain of the forest before describing each tree. This means articulating to students the shape of events prior to a more thorough explanation. ‘The period leading up to World War II was characterised by (1) aftershocks from World War I, (2) the rise of fascism and (3) war in Asia,’ we might say, before diving into greater detail.

Then we should segment the explanation so that each sub-step or component is clearly labelled. In other words, we should connect the details with the structure that we have previewed.

Here is what it might look like in a mathematical case:

Applying knowledge

We can end with an exercise. Find a textbook that has a difficult passage. It might be an example intended to illustrate the concept of ‘opportunity cost’. It may be a description of how various elements move through the layers of the atmosphere. Every textbook has parts where multiple ideas need to be juggled by the reader.

Once you’ve found a tricky passage, try to identify its component parts. It likely has somewhere between two and four sub-steps, each of which might be teachable on its own.

Write an explanation or example that conforms to this structure. Think about how you could preview the structure for the reader.

Finally, write a question or two that students could use to check their understanding of the passage. Make it quick, so as not to interrupt the flow of the text too badly.

Maybe it shows a line of poetry and asks, ‘True or false: this poem shows iambic pentameter.’

It could also be good to prompt students to make connections and explanations: ‘Which choice below best explains why prices dropped when there was a production surplus?’

These are not the way great novels or non-fiction texts are typically written, but that’s just fine. A textbook can’t be a great book – it needs to be a great teacher. We should look towards teaching research for inspiration on how to design excellent, learnable texts.

[1] Booth, JL, Oyer, MH, Paré-Blagoev, EJ, Elliot, AJ, Barbieri, C, Augustine, A and Koedinger, KR (2015). Learning algebra by example in real-world classrooms. Journal of Research on Educational Effectiveness, 8/4: 530–551.

[2] The two mathematical examples in this post are taken from my book Teaching Math with Examples (John Catt, 2021); this book goes into more detail about how to design and present maths examples that work.

About Michael Pershan

Michael Pershan is a mathematics teacher and writer. He is the author of Teaching Math With Examples and lives with his family in New York City.

About the CIEP

The Chartered Institute of Editing and Proofreading (CIEP) is a non-profit body promoting excellence in English language editing. We set and demonstrate editorial standards, and we are a community, training hub and support network for editorial professionals – the people who work to make text accurate, clear and fit for purpose.

Find out more about:

Photo credits: header image by Madison Inouye on Pexels, woman reading a textbook by RF._.studio on Pexels.

Posted by Eleanor Smith, blog assistant.

The views expressed here do not necessarily reflect those of the CIEP.

A finer point: Subject–verb agreement

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Rules are often made to be ‘flexible’, and one such case is agreeing subjects with verbs. In this interesting and informative post, Dan Beardshaw breaks it down.

Subject–verb agreement involves matching the singular or plural form of a sentence’s subject (either a noun or a pronoun) with the form of the verb that follows it. The basic rule is that a singular subject takes a singular verb and a plural subject, a plural verb. However, the rules of English rarely come without exceptions, and subject–verb agreement has its fair share of them.

Firstly, some nouns have a singular form but a collective, plural sense and are often used with a plural verb. And, vice versa, plural nouns can have a singular sense and take a singular verb. The linguistic term for such instances is notional agreement. Secondly, the subject of many sentences is a longer noun phrase that includes both singular and plural nouns or pronouns, and choosing which one the verb should agree with is not always straightforward. A common basis for decisions in this kind of sentence involves agreement with the noun positioned nearest to the verb, and is referred to with the terms proximity or attraction.

In this post I will explore these two types of irregular subject–verb agreement and how to approach decisions around them.

Singular nouns with a plural sense

Normal subject–verb agreement simply matches singular and plural verbs with their corresponding nouns.

The meadow is full of wildflowers.

The wildflower meadows are stunning this year.

But certain singular nouns can be used with a collective sense, or ‘notion’. For example, the word team is singular, but we often tend to think of the members who collectively form the team rather than the abstract idea of a single team. Or perhaps we think of both at the same time. Regardless, it’s common to treat singular team as a plural in subject–verb agreement.

The team are performing brilliantly.

The plural notion may also be influenced by context. In the above sentence, it’s the actions of the individual members and the way they work together that are of interest. In other words, the concrete actions of people are the focus rather than the abstract idea of a team. If team is purposely used to focus on that abstract idea, a singular verb might be more appropriate.

Each new team is given a unique name.

Other singular nouns commonly treated as plurals include staff, family, government, army, crowd, majority, number and party (in the political sense). Try forming sentences with some of these singular nouns and they will often sound unnatural with a singular verb – or, at least, plural agreement will sound natural and make intuitive sense.

The family are visiting us next week.

A majority think reducing plastic waste is a priority.

Plural nouns with a singular sense

Certain plural nouns, compounds and noun phrases are commonly treated as notionally singular. One example is things that are quantified or measured and expressed as a unit.

Six hundred pounds was the price she quoted.

Three days isn’t long enough to see all the sights.

Another example is noun phrases that form a single idea, despite featuring plural nouns.

Fewer cars in cities results in reduced pollution and improved public health.

Certain noun phrases using and, despite technically being a two-item list, can be treated as a notionally singular unit.

Fish and chips is the nation’s favourite takeaway.

A similar structure is common for simple mathematical additions expressed in words.

Seven and three is ten.

Six plus two is eight.

And some nouns that appear to be plural, such as politics, news, several academic subjects (economics,mathematics, physics), and certain proper nouns (for example, the Netherlands, the United States, the United Arab Emirates) are usually read as singular and also take a singular verb.

The principle of proximity

Sometimes a sentence includes a mixture of singular and plural nouns, such that it could logically agree with either verb form. However, a decision must obviously be made. So on what basis can we make it? One approach, which will often read more naturally, involves the linguistic concept of proximity or attraction. Perhaps proximity is the clearer term as it simply refers to the verb agreeing with the noun it’s closest to in the sentence. This may appear in sentences including either/or or both/and structures. In the following sentence, the verb has eaten would agree with the dog and have eaten would agree with the cats. As the cats is nearest, the plural verb is used.

Either the dog or the cats have eaten my biscuits.

Another common place to find the principle of proximity in use is when a singular noun with a collective sense is paired with a corresponding plural. This type of sentence may involve a dual sense of agreement that references both proximity and the collective notion of the singular noun.

The group of tourists were struggling to communicate in an unfamiliar language.

A number of residents are unhappy about the development plans.

Pronouns and determiners

Notional agreement and the proximity principle can be complicated further by certain pronouns when used as the subject of a sentence or clause, or when certain determiners are used to modify the subject. The indefinite pronouns none and each can sometimes be used with singular and plural verbs interchangeably, and some of their related determiners, such as none of and each of, can express a singular or plural sense of their own that modifies the subject in potentially ambiguous ways. The conventions of verb agreement for these pronouns and determiners can be confusingly inconsistent.

None, no and none of

The pronoun none literally means ‘not any’ or ‘not one’, which is hard to pin down as either singular or plural – it raises the philosophical question of how we can define or describe the nature of absence. Nevertheless, it has an obviously useful communicative purpose beyond such musings, and, despite the insistence by some that none is always singular, in common use it’s frequently lent either a singular or plural sense by the context it appears in. For example, the following use of none refers to the singular (uncountable) noun sunshine and takes the singular verb was.

We’ve just had two weeks of sunshine but there was none for most of the summer.

Whereas the following use refers to the plural noun tickets and takes the plural verb were.

I looked everywhere for tickets but none were left.

However, an alternative notional sense may also appear: in the following, the speaker wanted one room but looked in many places, so a plural verb with the pronoun is a logical choice even though the noun it references is technically singular.

I looked everywhere for a hotel room but none were available.

The determiners related to none are no and none of. Simple subject–verb agreement will often not be affected by the use of no. The following sentence uses the singular is in agreement with the singular uncountable milk.

There is no milk left.

Whereas the following uses the plural are in agreement with the plural apples.

There are no apples left.

But ambiguity becomes more likely with the use of none of. Constructions like the following are common, especially in formal writing.

None of the suggestions is suitable.

The question raised is whether the verb should agree with the sense of the determiner (that is, if one sees none of as strictly singular) or the sense of the plural noun it modifies (suggestions) – and if the latter is preferred, the principle of proximity may also come into play.

None of the suggestions are suitable.

Each and each of

Similar dynamics are involved with the different forms of each, despite them having a clearer singular sense in and of themselves. As a determiner, it will usually be used with a singular noun and a corresponding singular verb.

Each episode was more intense than the last.

The pronoun form may refer to a plural noun but still take a singular verb.

There are two set menus, and each is equally delicious.

Like none of, the determiner each of often takes a singular verb when used with a plural subject, especially in formal writing.

Each of the candidates is required to attend two rounds of interviews.

But it can also take a plural verb in notional agreement with a plural subject, as in the following sentence.

Each of the vendors have been asked to tender for contract.

Again, this may be considered more informal, but both the notional sense of the sentence and the principle of proximity make it logically defensible.

Break the rules

Notional agreement and the principle of proximity are good examples of the imperfect logic of language and its simultaneous flexibility in creating intelligible meaning by breaking the rules. It’s easy to get caught up in the ‘pure’ logic of grammar in decisions of this kind, but that logic doesn’t always apply neatly to either the form of written language or the ways people think about words and sentences.

Resources

Butterfield, J (ed.) (2015). Fowler’s Dictionary of Modern English Usage. Oxford University Press, 30, 557.

New Hart’s Rules (2014). Oxford University Press, 191.

Chicago Manual of Style (2017). 17th edn. University of Chicago Press, 5.138. Online edition: https://www.chicagomanualofstyle.org/book/ed17/part2/ch05/psec138.html

https://www.merriam-webster.com/grammar/notional-agreement-subject-verb-principle-proximity

https://www.thoughtco.com/notional-agreement-grammar-1691439

https://www.thoughtco.com/proximity-agreement-grammar-1691697

https://dictionary.cambridge.org/grammar/british-grammar/no-none-and-none-of

https://dictionary.cambridge.org/grammar/british-grammar/each

About Dan Beardshaw

Dan Beardshaw is a development editor, copyeditor and proofreader, specialising in ELT and education publishing. He is an Advanced Professional Member of the CIEP.

About the CIEP

Photo credits: figures on a wall by geralt on Pixabay, lightbulbs by Rodolfo Clix on Pexels, apples by Susanne Jutzeler on Pexels.

Posted by Sue McLoughlin, blog assistant.

The views expressed here do not necessarily reflect those of the CIEP.

Flying solo: Training and CPD as a business asset

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In ‘Flying solo’ this time around, Sue Littleford sets out why we should always consider training and CPD a vital cog to keep the wheels of our business turning.

Huh? A business asset? Training and continuing professional development? Well, yes, that’s exactly what it is. And as with the acquisition of any asset for your business, it’s something you should approach with deliberation.

If anything will bear a cost–benefit analysis for a sole trader or other small business, it’s the investment of your time and money in refreshing and developing skills and learning new ones. So let’s take a look, first, at the benefit side of that equation.

The benefits of training and CPD

Knowing what you’re doing: investing in your training, rather than relying merely on having a good grasp of spelling, punctuation and grammar, is one of the principal ways to keep imposter syndrome at bay. You will know you know what you’re doing.
Marketing: when you’re confident that you know what you’re doing, it’s so much easier to market yourself and to craft robust CV and website text. Ayesha Chari demonstrated this beautifully when she wrote her out-of-office message before attending the 2023 CIEP conference: ‘I’m taking time off for CPD this month to raise my editing skills and business services for my clients!’ Clients do love a supplier who is up to date and investing in their skills, and I shall be brazenly stealing Ayesha’s idea!
Upgrading: I’ve been to the upgrade Q&A at the last two CIEP conferences and know that training is absolutely key for upgrading, as is evidence of recent CPD to become an Advanced Professional Member, so lay the groundwork now, with a solid basis in the core skills (how to actually proofread and/or copyedit) as a launchpad for future needs when you niche down. No knowledge is ever wasted. And a Professional (or Advanced Professional) Member badge on your website, marketing materials and socials is a great selling point.
Upgrading to at least Professional membership is not only a requirement for remaining in the CIEP beyond seven years, it also feeds into marketing as then you can take out an entry in the Directory, the go-to place to find an editor or proofreader for a huge range of clients. You can complete the training section of your Directory entry as another way of demonstrating to clients that you’ve invested in providing a good and knowledgeable service to them.
Working efficiently and effectively: when you achieve this, you can improve the effective hourly rate you achieve in fixed-fee jobs, as well as feeling in control of your business.

The costs side of the equation

As with any asset, you need to decide what it is you need to learn, where you’re going to source it from, and exactly which course from many offers to choose. When you’re spending your own money on training, rather than your employer’s, these decisions become acutely important.
Budget time to do the course as well as the money to pay for it. It’s a waste if you buy a course then never find the time to do the learning. With self-directed courses, it’s far too easy to keep kicking that can down the road until access to the course is running out and you sprint through it far too quickly to get the most out of your investment.
Besides the time spent on the course itself, also budget for time to elapse between courses. Allow yourself the chance to embed your learning, to practise those new skills and to make them your own. Filling your head with a cascade of new ideas to implement can lead to incoherence, overwhelm and, yes, imposter syndrome. Take a breather between courses.
Plan: you can’t do everything; you certainly can’t do everything all at once. There’s a tab on the Training and CPD spreadsheet in the Going Solo toolkit (CIEP members only) to keep a wish list of courses you want to do. If you’re interested in learning more about a particular aspect of editing, then you can use that tab to keep a record of potential courses, and weigh up the pros and cons of doing each one.
Go with reputable suppliers for the biggest marketing bang for your buck, and the best educational opportunities. I’ve seen some courses offer the world for £29.99, on websites where they have a distance-learning course for every topic under the sun. Don’t waste your £29.99 – they’re not tremendous value, they’re inadequate training. They will not take you from novice to accomplished editor in ten easy lessons.
Where you can, prioritise courses that have some form of assessment, and tutor support. Checking your work against model answers is all very well, but properly supported training is invaluable when you’re getting your core skills under your belt. Such courses will take more effort on your part. Good! They’ll also impress clients more.
Speaking of costs, in the UK not all training is tax-deductible. Training that keeps your skills up to date is an allowable business expense. Training that puts you in the position to begin trading, or extend your business into a new area, even if it’s a related one, is not.
Record-keeping: back to the Going Solo toolkit for another tab: completed training. Keep a good record of the training you’ve taken and be ready for easier upgrading. The spreadsheet was designed with the upgrades process in mind – the Admissions Panel has approved it, so you can just send in your spreadsheet (trim it of the unnecessary tabs before you do) to save having to type out every editorial course you’ve ever done on the application form.

Never think you know it all

You don’t know it all. No one does. I know I don’t! There’s always more to learn in our ever-evolving field – that’s one of the joys of being an editor or proofreader!

I’m always disheartened when people say to me that there’s nothing more for them to learn, that they did one course, five years ago, so they’re ‘qualified’, and there’s nothing more they need to know. (Yes, I’ve really had people say that to me.)

There’s no ‘qualification’ per se in the editorial world. Graded membership, as in the CIEP, and Australia and New Zealand Aotearoa’s Institute of Professional Editors (IPEd), is pretty rare, and the best proxy for ‘qualification’. Other countries and other membership organisations have certification courses but this is not the same ‘qualified’ as a doctor, a lawyer or a civil engineer. No editor should be speaking of being ‘qualified’ in that sense. And qualified doctors, lawyers and civil engineers (among many others) have a requirement to evidence a minimum number of CPD hours each year to retain membership of their professional organisation.

Unless you keep abreast of what’s out there, you may not even know what you don’t know. Be curious – a key requirement for good editing. Read the CIEP’s Curriculum for professional development to see what else you might pursue and don’t forget training beyond editing if you’ve got a need for subject-specific learning, or, indeed, business-skills learning.

Which brings us to …

Unconscious incompetence to unconscious competence

I first came across the Hierarchy of Competence model in management training, many years ago, and I’ve since encountered the related Dunning–Kruger effect, which adds the idea that, to paraphrase heavily, in areas where we don’t realise what we don’t know, we are more likely to think we know rather more about it than we actually do.

Although it’s often presented now as a pyramid, when I first came across the Hierarchy of Competence model, it was shown as a staircase.

Unconscious incompetence is a happy place – you don’t know much, and you don’t realise just how little you know.

Conscious incompetence is a less happy place, but it’s a place of growth – you’re alerted to the fact that the thing you’re learning is actually bigger than you thought. Hopefully, though, it’s also an exciting place to be as you start to explore your new skills and milieu.

Conscious competence isn’t the happiest of places, either, but things are improving – you’re aware of how much you need to practise, and how much more there is to learn, but you’re getting used to wielding your skills and seeing results. It’s still all a bit of an effort, though.

Unconscious competence is great – you’re just getting on with the job and doing it well.

However, don’t think that this unconscious competence is the end of your learning journey. It does take some effort to stay there, or you’ll find yourself tumbling down the stairs as the landscape changes around you. That’s your cue to undertake CPD – emphasis on the C.

About Sue Littleford

Sue Littleford is the author of the CIEP guide Going Solo, now in its second edition. She went solo with her own freelance copyediting business, Apt Words, in March 2007 and specialises in scholarly humanities and social sciences.

About the CIEP

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Photo credits: header image by cottonbro studio, woman writing in a notebook by RF._.studio, love to learn by Tim Mossholder, all on Pexels.

Posted by Eleanor Smith, blog assistant.

The views expressed here do not necessarily reflect those of the CIEP.

Tips for proofreading children’s books

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In many ways, proofreading books for children isn’t that different from proofreading any other material … but there are a few extra things to look out for, especially in highly illustrated titles. In this refreshed post, originally from 2016, Liz Dalby provides some pointers.

Mind the flaps!

Many children’s books, especially non-fiction titles, feature interactive elements such as flaps, pop-ups, stickers and activities. If you’re proofreading on screen, you’ll see the pages in two-dimensional form, but be aware that you might need to consider how different elements of the book would work together in real life. (Would the outline provided fold up into a model of a robot? Are there really 1,000 stickers, as claimed on the cover?) You won’t necessarily need to print things out to get the job done, but you might need to sense-check activities, cross-reference different parts of the product, or count particular elements (all 1,000 of them). Make sure you factor this in to the time you allow to proofread the book, even if the word count is tiny, and consider using a second screen if you don’t already, to speed up the work and increase your accuracy.

When is a book not a book?

When it’s an ebook or an app – both popular formats for children’s books, and with a different set of considerations from physical books. You might be asked to check how a highly illustrated layout transfers to ebook format, for example, possibly with reflowable text. Are all the elements still there, in a sensible order?

With ebooks and apps, you’ll need to find the most sensible way of returning comments, which might not take the form of a more traditional mark-up, but could instead be a list of corrections. With apps you’ll need to make sure you’ve checked and clearly recorded corrections to all the places where text appears – which might not be easy to deal with in a linear way.

Less can be more … when it comes to mistakes

In some ways, children’s books seem too easy. In books for younger readers in particular, you might have as few as twenty words. (Your per-thousand word rate is likely to be reassuringly astronomical!) However, the lack of text can be almost intimidating. Any remaining mistakes have nowhere to hide, and will come back to haunt you for all eternity … or until the books are pulped. Make triply certain that the title on the spine matches the title on the cover and on the title page, for example. Surprisingly often, it doesn’t.

Reading order

In boring old adult books, usually you start reading at the top left of a page, and keep plugging away until you get to the bottom right, and then start the process all over again. This isn’t necessarily so in children’s books, where layouts can be considerably more dynamic, with smaller blocks of text arranged across the page or spread, integrated with the pictures, and interspersed with smaller text elements such as boxes, captions and annotations. Pay attention to the reading order of the different elements – it needs to be logical. Sometimes, captions will be the only part that is read, so these need to stand alone. They should work hard, add value to the picture they refer to, and not simply repeat part of the main body text. It seems obvious, but it’s easily overlooked: annotations need to refer to the part of a picture they are pointing to.

Consider the reader

Whatever we edit or proofread, we need to consider the intended reader. But with children as the audience, there are extra considerations. Is the text legible? Are the fonts used appropriate? Although by the time you are proofreading, basic decisions such as font choice will have been made long ago in the process, you might still find instances where things need to be tweaked to help a young readership. Also look out for words, especially technical terms or jargon, that don’t fit the reading age or need to be explained where they appear.

Diversity and inclusion

Children’s publishers often have guidelines for authors and editors on inclusion and diversity. Although these aspects should be considered from the outset of a project – or rather, as this article argues, a book should ‘be diverse without diversity being its selling point’ – it’s still an important aspect of children’s publishing for proofreaders and copy-editors to be aware of.

Don’t neglect the pictures

You might think of yourself as a word person, but in many children’s books, much of the sense comes from the pictures, so you must pay as much attention to them as to the text. If the text describes something shown in a picture, such as a colour, does the picture reflect that? If the pictures show a step-by-step process, are they in the right order? Many children’s books are commissioned in the knowledge that they will be co-editions, or sold into a range of territories. Often you will need to look out for parochial details in the images that could limit a book’s marketability, such as obviously right-hand-drive cars, or very British-looking police uniforms.

Marking up

Finally, think about the best way to mark up a highly illustrated book. Your client might have guidelines on how they want you to mark up PDFs, but remember that marks can easily be overlooked on busy, brightly coloured backgrounds. If you think a mark might be lost, draw a big box around it or highlight it with a helpful arrow. Go for maximum clarity.

About Liz Dalby

Liz Dalby worked in-house for two children’s publishers between 1998 and 2005, and still occasionally proofreads children’s books on a freelance basis.

About the CIEP

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Photo credits: header image by Ksenia Chernaya, four children reading by Anastasia Shuraeva, both on Pexels.

Posted by Harriet Power, information commissioning editor.

The views expressed here do not necessarily reflect those of the CIEP.

The importance of page turns in picture books

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Picture books may have some of the shortest word counts of any books, but that doesn’t make editing them straightforward. Lisa Davis explains what editors and authors need to consider when using the format of the book itself to build the story.

When initially editing a manuscript without illustrations, it’s important to consider what the illustrations can bring to the narrative. Some manuscripts might come with illustration suggestions embedded in the text to help get an idea of what the author envisions. The author may also have broken down the manuscript into page splits, but if the editor or the author is not familiar with the picture book format or editing picture books, it can be easy to overlook the importance of page turns.

Using the picture book format

The standard picture book on the market these days is 32 pages. This includes all front and end matter, which often takes up a minimum of three pages for title page and copyright information. The text itself is usually around 500 words – it’s a lot of story to pack into a small amount of space, and that’s why the format of a picture book matters so much.

Whatever the production stage, but particularly when developmental editing a picture book, an editor needs to think about the book in spreads – the two pages that face each other compose one spread. This is essential when commissioning artwork since the illustrator will need to know if they are illustrating a single page or an entire spread. Picture books can have a mixture of artwork sizes throughout, so they could take up an entire spread, a single page or even just part of a page that features several illustrations. These all aid with the pacing of the story. But, along with the pictures, we can also use the format of the book to help pace and build tension in the story.

With each turn of a page, you can completely change the scene or tone. It’s almost like a lift-the-flap book where you reveal something to the reader. Imagine the story being read aloud to a child and pausing before turning the page to ask, ‘What do you think is going to happen now?’ Or the way a scene may be cut in a film or TV programme where something is shown that contradicts what was just said for humorous effect. Or even panels in a graphic novel where you build up to something big that needs a whole page of its own.

How to use page turns

While most picture books today will use page turns to some extent, certain titles rely on this element for comedy, surprise or dramatic effect. One great example is the classic Rosie’s Walk by Pat Hutchins, which uses the page turns throughout the whole story for comedic effect. While Rosie the hen goes on a walk around the farmyard, a fox follows behind her planning to attack, only for the page to turn and the fox has a mishap that results in Rosie (unknowingly) escaping.

Unless the story fully relies on page turns, as in Rosie’s Walk, it’s more common to use these page turns for scene changes sparingly for greatest effect, usually around the climax of the story. For instance, the book I Want My Hat Back by Jon Klassen uses a page turn as Bear makes a realisation that yes, he has seen the hat he’s been looking for. The previous page leads to this with a ‘Wait a minute …’ moment, letting the reader know something big is going to happen once they turn the page. And then – page-flip – we zoom in on Bear’s face as his mood changes from sadness to rage, illustration turned from subtle tones to awash with red. The rest of the story hinges on this moment, which is why it’s vital to use every element a book offers (text, artwork and format) to build up to it.

Another popular page-turn technique in picture books is using the very last page of the book (which will be a single page that faces the inside of the cover) to add an illustration vignette to suggest what might happen after the story has ended. For instance, maybe you think a character has learned a lesson, but then the illustration suggests the same situation is about to happen all over again.

A great example of this final-page usage is Nine Lives Newton by Alice McKinley. At the beginning of the book, Newton the dog mistakenly reads an obscured sign and now believes that dogs have nine lives, setting him off to do all the things he had previously avoided doing – with a poor cat following behind trying to warn him (while using up its own nine lives in the process). By the end of the book, Newton learns about his error, and our cat friend thinks all is well again. But on that final page, a vignette shows Newton looking at another obscured sign leading to yet another misunderstanding, suggesting to the reader that the chaos is about to start all over again! It’s a great way to end the story with an unexpected laugh.

Adding page turns to a manuscript

It might be easy to see the strength of a clever page turn when you’re looking at published books, but how do you know where to put the page cuts in a manuscript that you’re working on? This can be done by looking for those moments in the text with a sudden scene change. Think of them as ‘3… 2 … 1 …’ moments, or points where someone reading aloud will add a lot more drama. For instance, consider where you might want page turns with the following sentences:

The little owl stepped up to the edge of the branch, puffed up its chest, stretched out its wings and leapt into the air. What a glorious feeling! it thought, just before it started to fall down … down … down … and then … CRASH! landed right in the middle of a bluebird nest.

Bear in mind that picture book pacing also means considering how many words are on each page. Effective page turns can mean that a page with a big reveal or sudden dramatic moment might have just a few words – or even no words at all. While there are many ways to split up a moment like this, an option could be:

(Spread 1 – left page)

The little owl stepped up to the edge of the branch, puffed up its chest, stretched out its wings and leapt into the air.

[illustration: full page of baby owl preparing to fly]

(Spread 1 – right page)

What a glorious feeling! it thought, just before it started to fall down … down … down … and then …

[illustration: page of vignettes showing owl at various stages: 1) happily flying, 2) realising it’s falling, 3) falling more, 4) properly tumbling down]

(Spread 2 – full spread)

CRASH! landed right in the middle of a bluebird nest.

[illustration: full spread of a dishevelled owl sitting unhappily among some perplexed bluebird chicks]

This is an exaggerated way to write this out in a manuscript and is rarely necessary, but it is sometimes helpful if a self-publishing author needs to commission the illustrations according to the page splits (because it will influence what the illustrator is commissioned to draw and how many illustrations are required). When working with authors who plan to submit the book to agents or publishers, then it’s better not to be as prescriptive with page numbers or illustrations, and to simply leave line breaks within the text to give an indication of pacing.

So if you’re getting into picture book editing, remember that there’s more to it than just the text and illustrations – there’s also the whole format of the book that you can play around with. That’s what makes editing picture books both challenging and exceptionally fun!

About Lisa Davis

Lisa Davis (she/her) is a children’s book editor and publishing consultant who specialises in making children’s books more inclusive. She has worked at major publishers in the UK including Simon & Schuster and Hachette, and in departments including editorial, rights and production. Before going freelance in 2018, she was the book purchasing manager for BookTrust, the UK’s largest children’s reading charity, which gives over 3.5 million books a year directly to children.

About the CIEP

Photo credits: child reading by Marta Wave on Pexels; Rosie’s Walk and Nine Lives Newton, Simon and Schuster.

Posted by Sue McLoughlin, blog assistant.

The views expressed here do not necessarily reflect those of the CIEP.

How editors can help self-publishing children’s book authors

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It’s easier than ever for first-time authors to self-publish children’s books but the process can still be confusing. Annie Deakins demystifies her role as an editor, explains how she can support authors in other ways and offers some tips to both prospective writers and editors.

The email begins, ‘Hello, I found your website and see that you proofread children’s books. I have written my first children’s book. Can you help me to publish? I need the grammar, etc, to be perfect. How much do you charge?’

I need more information.

Using my education background

I proofread children’s books using my knowledge from 30 years of teaching in the primary classroom. I know what makes a good children’s story, whether it’s a picture book, chapter book or another format.

When I taught children to read, I showed them how to understand and value stories with words chosen for effect. When I taught writing, I guided them to improve their writing using modelling – dissecting how the stories were written.

Supporting indie authors

When I retrained as a freelance proofreader and started my business, I had no idea about the area of self-publishing. But the process has grown in a way that makes getting their books out to readers attainable for new independent (indie) authors. And my knowledge has grown with them.

As it can be easier to self-publish than to go down the traditional route, it seemed logical to offer my services to indies. Half of the weekly enquiries I receive through my website are from new children’s book authors asking for help.

So, back to that email. What is my response?

The author hasn’t indicated the genre or word count, or attached their manuscript, so I request the current file of their book and ask some questions. I can’t provide a quote unless I’ve seen the material.
The author replies with their book file. As they have asked for a proofread, I’d hoped to see the finalised, illustrated manuscript as a PDF. However, when I open the file, it is a Word document with no illustrations.
When I read the manuscript, I am excited by the writing. I feel I would be a good fit for the author, so I explain my packages.

By this point I realise that this author, like many new indies, doesn’t understand the process involved in publishing. They have asked for proofreading but they realise they need more than that. They need an editor; they need advice. As a first step, I refer them to the resources on the website of the Alliance of Independent Authors (ALLi), where there are written guides and author forums. I am a Partner Member of ALLi, offering an editorial service.

Finding the right package

I offer three packages:

My basic proofread is checking for typos and errors of grammar and consistency. In traditional publishing, this would take place at the end of the publishing process when the manuscript has been copyedited, illustrated and typeset.
My proof-edit is a proofread plus tweaking the text with edits or suggestions for improvement. I guide the author on the use of appropriate language for the age of the child. For example, is the book aimed at 4–7-year-olds, 8–11-year-olds or another age group? Is the topic suitable? Is the vocabulary appropriate?
My advanced package includes the tasks outlined in point 2 but I add my consultancy service. I give indies advice on how to get their manuscript ready for self-publication. It includes a proof-edit in Microsoft Word, and a second proofread of the final proof of the book as a PDF just before it is published. By this time, a book designer has formatted and designed it to fit in the illustrations. It has a separate book-cover file which includes the front, back and spine.

To help this latest author to find the right package for their needs, I offer to do a sample proof-edit to show how their manuscript can be improved. I take different parts of their manuscript and demonstrate: a) a proofread and b) a proof-edit. As always, the author sees the value I add with my edits and chooses my consultancy rate. Then I invoice them for the deposit (usually 50%) so that their slot can be booked in my schedule.

Helping to find an illustrator

As the picture-book story lacks illustrations, I ask the author if they have an illustrator in mind. They say they want the story checked first to make sure it is ‘okay’ and ask if I can recommend an illustrator.

It’s a good idea for an author to have researched the kind of illustrator they want to use by, for example, looking at book covers of children’s books in the same genre and/or looking at the portfolios of illustrators to find one who uses the style they prefer. I recommend they look in the Directory of Partner Members in ALLi to find an illustrator.

Building the book

I’ve often been asked if I put the book together by combining the illustrations with the story. No, I don’t offer design, layout or typesetting as a service, yet. The skills of a book designer are in demand with the increase in self-publishing.

Book production involves a variety of specialists. We all respect each other as trusted colleagues. On LinkedIn, I’ve found several skilled typesetters who work with indie authors who I recommend to my clients. I also direct them to the ALLi Directory of Partner Members.

Offering sympathetic support

I am usually the only editing professional who sees the manuscript. When I am asked a question about self-publishing to which I don’t know the answer, it’s not a problem. I say I’ll find out. Answers can be found in the CIEP guide How to Work with Self-Publishers, or in the CIEP forums, or … on the ALLi website. Can you see a pattern emerging?

Considering the author’s marketing strategy

Lastly, when I return the proof-edited manuscript to the indie author, I ask if they have thought how they are going to advertise and market their children’s book. The answer, as always, is no; they are so pleased they have got this far. This is the end, isn’t it? Can I help?

I explain that if an indie author sells their children’s book on their website and social media channels, they will reach more readers, parents, teachers and other authors. As with any marketing strategy, it is best to start with the product at the end and work backwards.

Resources for editors

Could you offer an editing consultancy to indie authors?

Reflect on your skills, and recognise that you have knowledge that is in demand, and that you can offer trust and value. You are a safe pair of hands for a client who does not know the self-publishing area. Your skills are an asset that prospective clients are willing to pay for.

Here are some resources you may find useful:

The Alliance of Independent Authors (ALLi) is a global membership association for self-publishing authors. Its mission is ethics and excellence in self-publishing, and it offers advice and advocacy for self-publishing authors within the literary, publishing and creative industries around the world. ALLi Partner Members get an affiliate link in their logo that can be put on an email signature, website, etc.
The ‘Pen to Published’ podcast is presented by independent publisher Alexa Whitten and CIEP member Alexa Tewkesbury. They give advice about writing and publishing children’s books, for want-to-be authors, those who are self-publishing, and anyone who just likes to write.
An education resource is the ELT Publishing Professionals Directory, which brings together publishers and freelancers in the English-language-teaching and educational publishing sectors.

About Annie Deakins

Annie Deakins started her freelance proofreading and tutoring business in 2017 after teaching in Essex (via Paisley) for 30 years. She trained with the CIEP and is an Intermediate Member. She proofreads non-fiction for publishers and indies. Her specialisms are education, ELT, children’s books and religion. She is a Partner Member of ALLi and a member of the ELT Publishing Professionals Directory. Find her on LinkedIn.

About the CIEP

Find out more about:

Photo credits: header image by Pierre Bamin, girl reading by Jonathan Borba, both on Pexels.

Posted by Eleanor Smith, blog assistant.

The views expressed here do not necessarily reflect those of the CIEP.

Proofreading children’s books

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Children’s books are simpler than adult’s books so they’re easier to proofread, right? Well, no – in some cases, as Margaret Milton explains, they’re much more complicated because there is so much to consider.

When family, friends, parents on the school run or indeed other CIEP members ask me what I’ve been working on this week and I say that I’ve been doing crosswords, or counting stickers in an activity book, or reading a picture book, they often look at me with confusion and sometimes a little bit of envy. When I started out in publishing, I didn’t really have an idea of the type of editing I wanted to do. I had initially trained as a primary teacher so, in the end, it made sense that I wound up editing children’s non-fiction and educational texts. From the outside, it may seem like a bit of a skive; however, there’s a lot more to it than one might think.

Words, words, words (or not!)

With children’s books (fiction and non-fiction), there are often few words, but this is usually the very thing that can trip an editor up. You need to read, read and read again. I personally also like to strip the text out of the file sent by the publisher (usually a PDF) and put it into a Word file, then run a spelling and grammar check. This gives me an extra assurance other than my own proofreading.

Also, in lots of these types of books, there are words set in a decorative font. These should be triple-checked as this is often where spelling mistakes are made. This is especially true if the words have been illustrated rather than typed because they can be misspelled, or the original word from the manuscript can be left in as well as the illustrated word inserted.

It can be assumed (unless the brief informs you otherwise) that the copyeditor has assessed the text to ensure that the level of language is suitable for the target age range and also checked the factual information. However, if something does strike you as overly complicated/too simplistic/factually incorrect, then mark it up. Better to be over-cautious than not.

A picture paints a thousand words

If you have been tasked with proofreading illustrated books, there are certain things that you will be expected to check. One of the main ones will be reviewing the illustrations alongside the text.

By proofreading stage, the illustrations will have mostly been signed off by the designer and the in-house editor. However, the proofreader will be expected to mark up discrepancies, for example if the text reads that the girl held a silver cup in her hand, but the illustrator has coloured it gold. In cases like this, it will be up to the in-house team to decide whether to change the text or have the illustration re-coloured.

The proofreader will also be expected to review the readability of the text against the illustrations. It’s often too late for a font style to be changed, but should you feel that words will be difficult to read (for example on a dark sky background), then you can mark this for the designer. You should also mark up where words overlap illustrations or if there is an obvious gap, as text may have fallen out of a text box in the InDesign file or disappeared during conversion to PDF.

In slightly more complicated non-fiction and educational books, the proofreader will need to review photographs alongside the text, asking questions such as ‘Does the image suitably relate to the text?’, ‘Does it convey what the text is explaining?’ and (an especially important one for educational books) ‘Is there a suitably diverse range of genders, ethnicities, abilities and so on?’

Flapping about

Paper-engineered books (books with flaps, pull-out sections etc) are often tricky, as the flap or pull-out is presented to you on a separate page from the page it will be stuck to. Therefore, you will need to marry the two up and ensure that what’s on the front of the flap aligns with what will be under it. As it is two-dimensional, it is sometimes difficult to picture what goes where, especially in large, non-fiction titles with multiple pull-out and lift-up sections. Publishers will not expect you to print out the pages but on the odd occasion it might be helpful to do this if you are finding it difficult to visualise. A second screen can also be helpful in matching up the various engineered elements to their final locations.

Fancy doing some origami?

Activity books may seem, in principle, like a great fun editing job – and a lot of the time they are. However, there is a huge number of elements that need to be checked to ensure that the activities work and children (and adults) won’t get frustrated. (We’ve all been there, where there’s a piece missing or there’s no actual way out of a maze!)

The proofreader must do all the activities to ensure they work. Ask questions such as:

‘Do all the answers to the crossword fit the boxes?’
‘Are all the words present in the wordsearch (and have any naughty words crept in by mistake when it was generated)?’
‘Are there spots to place the stickers and are the stickers all on the corresponding sticker sheet?’
‘Are there definitely six differences between the two images in spot the difference?’
‘Do the origami instructions work?’

… and so on.

Think about time management

A children’s picture book or lift-the-flap book may only have 10–50 words so it would only take about 10 minutes to read. However, the amount of time needed to check the varying elements should be taken into consideration. An activity book might only have a few hundred words, but once the proofreader has checked that every activity works and everything is in place then this will increase the proofreading time estimate.

For the most part, publishers will set their own rate for proofreading work but if you are quoting for a job yourself then don’t work simply from the word count!

Time management is also important regarding how you spread your work out across a week. For example, you may wish to read a picture book two or three times, but over a few days in order to have a slightly fresher eye each time.

Finally, don’t forget the basics!

Checking that activities work and the paper-engineered sections are correct is important, but obviously shouldn’t be to the detriment of checking the basics. Things that so commonly cause problems such as headers, footers, page numbers, copyright information, author and illustrator names, and the title should all be factored into the proofreading time and given as much importance as the ‘fancy stuff’!

About Margaret Milton

Margaret Milton is a proofreader and project manager specialising in educational and children’s non-fiction books. She is a Professional Member of the CIEP and has worked in publishing in-house and freelance for over 15 years.

About the CIEP

Photo credits: header image by Karolina Grabowski, children reading by Mikhail Nilov, both on Pexels.

Posted by Belinda Hodder, blog assistant.

The views expressed here do not necessarily reflect those of the CIEP.

Providing editorial services to non-profits and businesses

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In this post, Hazel Bird looks at some of the ways in which proofreading and editing for businesses and non-profits differs from working with ‘traditional’ publishers and independent authors.

Ultimately, providing editorial services to a non-profit or business works the same way as providing editorial services to a publisher or independent author: you talk to them about what they want, check that matches what you can deliver and then carry out the work to the brief. But, in reality, working with non-profits and businesses can feel quite different from working with publishers and authors, in terms of both how you do the work and how you interact with your contact.

These tips are based on my experience working primarily with UK and European non-profits operating around the world.

Getting and scheduling the work

The stereotype is that businesses and non-profits will make you jump through endless hoops before they’ll give you any work and then will want their project done yesterday. In my experience, they have a range of onboarding and scheduling practices, just like publishers (who themselves are not immune from ‘hoopery’ and asking for demanding schedules).

But it is certainly true that the larger businesses and non-profits are more likely to require you to go through a procurement or tendering process, where you might submit a bid for a contract and perhaps have an interview. It’s important to find out how your target clients contract work so you can make yourself visible to them – otherwise, if you wait to be contacted by your dream client, you may be waiting a while!

Another key difference is that businesses and non-profits are less likely than publishers and authors to even know that they might benefit from editorial services. As such, some will approach you directly (for example, through the CIEP Directory if you have an entry) but in other cases there is scope for using your contacts and marketing (for example, via social media) to reach clients who might not otherwise come to you naturally.

Understanding your role

I wrote a bit about this topic in an earlier post on moving into a new editorial field. In summary: while businesses and non-profits may have clear ideas of what they want to achieve via editorial work, they may have less of an idea how to achieve this. You may therefore find that your role involves a degree of educational work.

But, at the same time, it’s important not to make assumptions. Some smaller communications teams may be working with an editor for the first time, whereas some global organisations have editorial policies and processes to equal those of any publisher (and vice versa). Ask questions to understand how you will fit in.

Part of asking questions, too, means understanding the nature of the changes you are expected to make. As any editor who has worked outside the traditional publishing workflow knows, ‘proofreading’ for a business or non-profit may be more like traditional copyediting (or even developmental editing!). Conversely, though, when a business or non-profit commissions you to ‘proofread’ their text, they may have an especially restrictive definition of the work – for example, to avoid the document having to go back to a sponsoring body or key stakeholders for a further round of approval.

It’s therefore vital to ask questions to ensure you are comfortable with the level of work required and to avoid doing undesired work.

Matters of style

Businesses and non-profits are increasingly likely to have an in-house style guide of some nature. You might also encounter:

glossaries, which tell you exactly how certain words are allowed to be used
lists of proscribed words or phrases, hopefully with suggested replacements
‘tone tools’, which go into detail about the tone of voice and mode of address that the organisation uses in its communications.

We editors often talk about picking up an author’s tone of voice, but with businesses and non-profits this is more likely to be about picking up the brand’s voice (remember that a brand is not just a commercial thing – most non-profits will consider themselves to have a brand too). Whereas publishers will often be happy for authors to write however they like as long as they stay within the bounds of respectful discourse, businesses and non-profits are more likely to have quite stringent ideas about how their text should ‘feel’.

The good news, though, is that once you’ve absorbed this ‘feel’, it’s a relatively straightforward matter of applying it across all the work you do for the organisation (as opposed to picking up a new voice for each publisher’s author you work with).

Communications and queries

Some businesses and non-profits will follow the traditional three-step pattern where you send them the edited document with queries, the ‘author’ (or a nominated member of the communications team) answers the queries and sends the document back to you, and then you absorb the replies and return a squeaky-clean version ready to be sent to the client’s design team. But, in my experience, it is more likely that businesses and non-profits will request a single-stage service where they simply receive the edited document with your queries and then action them as they see fit, without your input.

If this will be the case, it’s helpful to make your queries extra clear and always offer solutions, to make the client’s tidy-up work as easy as possible. Remember, they may have very little editorial experience and so be unaware of options or approaches you find obvious.

Be prepared, too, for the possibility that your ‘proofread’ may actually be followed by huge revisions – for example, if a non-profit’s policy paper is on a tight schedule and the client decides to get proofreading done while they await revisions from a key stakeholder. If you’re aware in advance of what the revisions might be, you can take account of them in your editing and provide suggestions along the lines of ‘if X changes in Y manner, you might also want to consider changing Z’. But often this is just a case of accepting that your meticulous proofread might not be the end of the road for the document and leaving the door open for the client to request further support later on if they need it.

Completing the work

Some businesses and non-profits have very specific invoicing requirements – for example, to comply with a funder’s auditing schedule – so try to learn any restrictions on timing or formatting requirements (such as level of detail required in the breakdown of tasks) in advance. Some will require you to register on a payment portal or similar. As with working for publishers, it’s a good idea to get hold of the name of a person in the finance department so you can chase overdue invoices directly, if needed.

When it comes to post-project assessment of your work, in my experience this is an area that differs hugely from working with publishers. In a publisher–editor relationship, it’s usually the publisher that is considered the expert (rightly or wrongly!). In contrast, in relationships between editors and businesses or non-profits, it’s more likely that the client will consider you the expert and simply go with whatever you have suggested (unless it is obviously wrong or contrary to the brief). This puts more of a weight of responsibility on your shoulders, so it’s important to feel you have the confidence to make decisions without an editorially trained project manager waiting in the wings to check your work. But if you do have the confidence and appropriate experience, it can be an immensely satisfying way of collaborating with clients.

Embrace the variety!

Given editors’ traditional place within the orbit of publishers, it can be tempting to see businesses and non-profits simply as ‘not publishers’ and lump them together accordingly. However, in reality they can be as diverse in the ways they handle their editorial needs as they are in their focuses and operations. The old adage ‘it depends’ plays out in work with businesses and non-profits, just as it does in all editorial work. As always, the key is to ask questions and check we understand our role.

About Hazel Bird

Hazel offers editorial services that empower non-profits, charities, businesses and authors to confidently share their expertise and impact. An editor since 2009, she aims to see the big picture while pinpointing every detail. She has been described as ‘superhuman’ and a ‘secret weapon’, but until Tony Stark comes calling she’s dedicating her superpowers to text-based endeavours.

About the CIEP

Find out more about:

Photo credits: header image by Sean Pollock, diary by JESHOOTS.COM, man with laptop by Headway, all on Unsplash.

Posted by Belinda Hodder, blog assistant.

The views expressed here do not necessarily reflect those of the CIEP.

Improve your website’s SEO and push it up the search results

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Search engine optimisation (SEO) helps your website climb search engine result pages. In this post, Debbie Emmitt offers easy steps you can take to maximise the chances of your own website being noticed.

I love web data, so SEO is a constant source of fascination to me. That’s why I wrote my book Improve Your Editor Website. But I appreciate not every editor is a web nerd like me! Let me help you make sense of the world of SEO for your own website.

Why bother with SEO?

SEO is a must for any editor or proofreader who takes their online marketing seriously. What’s the point of having a website if no one can find it? Most web users don’t click to Page 2 of Google search results; few look past the top four or five results on Page 1. Do you?

Graph showing decline in click-through rate after Page 1

Graph from Advanced Web Ranking, showing the sharp decline in click-through rate (CTR) after Page 1 of search results, using statistics from August 2022.

The tips in this post will give your website a better chance of making it onto the first page of search results.

1. Write engaging, high-quality content

Google uses AI called RankBrain that notices dwell time (how long people stay on your page) and click-through rate (how many people click through to your page from search results).

Take a few minutes to ponder the following questions, then include the answers in your site content:

How do your services help people?
What do you offer that is unique? This may be connected to your services, to you as a person, or both.
What do more established editors who work on similar content to you include on their site that people may be searching for? (Only use their sites for inspiration; do not copy content under any circumstances. Not only is this highly unprofessional but also all online content is protected by copyright.)

2. Add alt text to images and captions to videos

Your page content needs to be readable by search engine spider bots (bits of code that ‘look’ at your site to determine what it’s about).

To please these critters, add meaningful alt text to your images to accurately describe the image content. Make sure videos have good descriptions, ideally with captions or a transcription, or both.

All this ‘behind-the-scenes’ text serves double duty. Search engines love it, and it boosts the accessibility of your site, as screen readers can only make sense of text-based content.

3. Include relevant keywords in your content

Including the keywords your audience is actively searching for will attract your target users, who are more likely to convert to email sign-ups and enquiries about your services.

Firstly, work out the relevant keywords for your site. What search terms are your visitors using to find your content? What problem or question can you solve?

Keywords to consider for your site are:

your editing or proofreading services (eg genre, topic, level of editing)
your location (clients may prefer a UK-based editor, for example, if they’re writing in British English)
types of English you work with (UK, US, Australian, Canadian, etc).

Next, include these keywords on relevant pages. The higher up the page they appear, the more search engines will take note. If you pinpoint a primary keyword per page and put it in the URL, title and first sentence of that page, this will do you plenty of SEO favours.

However, don’t go overboard and flood your content with repeating keywords. This will make for a poor reading experience and may count against you.

4. Include compelling content in your search engine snippet

The page information in search engine listings is your page title, URL and description. Make these as inviting as possible to encourage people to click.

How to do this? Try this quick bit of research over your next cup of coffee:

Enter a search term people may use to find your site, then look at the Google Ads or sponsored search results (promoted boxes at the top of the page). It can take a few attempts, as ads aren’t available for all search terms.
Notice the keywords in their page titles and descriptions. As people are paying for these spots, the ads you see are probably the winning results of testing and therefore stand the best chance of getting clicks. If there aren’t any Google Ads or sponsored links showing, look at the top search results.
Use similar words in your page titles and descriptions, but be careful not to directly copy the content, and ensure the keywords are relevant to your site.

5. Use inbound, outbound and internal links

All these types of links contribute to SEO.

Inbound links (external sites linking to you)

The higher a site’s quality (and the higher it ranks in Google), the better it is to have a link from it to your site. Steve Napier, SEO consultant, has provided an extensive list of what makes a quality site.

Some ways to attract quality inbound links:

Get active on social media – Include your web address on your social profiles. While a link from Facebook or X (formerly Twitter) is not considered a high-quality link, it creates traffic to your site, which helps your SEO.
Comment (usefully!) on relevant blog posts – Include a link to your site. Make sure it doesn’t come across as shameless marketing, but as a genuinely useful link pertinent to the blog post and/or your comment.
Be a guest blogger – Politely approach the owners of blogs where your target audience hangs out and offer to write a guest post. Make sure a link to your site is included.
Go on podcasts – You can announce your web address on the episode, and it can also feature in the episode blurb on your host’s site and/or in the show notes.

Outbound links (from your site to external sites)

Outbound links, especially high-quality ones, can have a positive effect on your SEO, as proven in research such as this 2020 study by Reboot.

Some tips on using outbound links:

If you have a blog, link out to one to three relevant web pages per post. The external content will ideally expand on ideas you have touched on but haven’t covered in detail. This adds value to your post.
Moderate comments on your posts before publishing them. This will ensure low-quality or spam links aren’t auto-posted to your site and don’t negatively impact your SEO.
Force outbound links to open in a new tab, so if your visitors close that tab, they keep your site open. Simply add target=“blank” to the end of the link in the HTML (code) or tick the box ‘open in new tab’ when creating the link in your content management system (CMS).
Some outbound links can harm your SEO, such as affiliate links. Tell search engines to ignore these links by using the ‘nofollow’ attribute on the link. Either add it to the HTML if you know how to do this or toggle the relevant option in your CMS.

Internal links (between pages on your own site)

These are good for SEO because they encourage people to explore your site and stay longer, which search engines will notice.

This is the easiest link tip to implement because you know your site content, so can easily pinpoint places to add internal links.

6. Optimise your site for mobile

Given the rise in mobile browsing over the past few years, your site must be optimised for mobile if you want to improve your SEO.

Graph showing how mobile usage is significantly greater than desktop

Graph from StatCounter, showing how mobile usage is now significantly greater than desktop.

In July 2022, Google completed its switch to mobile-first for all websites. This means it crawls sites using a smartphone Googlebot, rather than a desktop one. If your site doesn’t display properly on mobile, it will be demoted in Google search results.

Follow these tips to ensure your site doesn’t lose SEO points as far as mobile is concerned:

If your site has a legacy mobile version, remove it and make sure your desktop (default) version is responsive (displays well on mobile and other devices).
Don’t hide content behind a ‘Read more’ drop-down to make your content shorter for mobile users. Search engine spider bots can’t index this hidden content.
Employ a mobile-first attitude. Design for mobile primarily, not as an afterthought. You can check your site for mobile friendliness using Google’s mobile-checking tool.

Other considerations

There are lots of other ways to improve your site’s SEO, including making sure your content is well laid out, easy to navigate and written with the user in mind.

It’s debatable whether frequent updates have a positive impact, so this isn’t worth worrying about if you don’t have a blog or other content that could go out of date. Focus on providing quality content and links rather than worrying about constantly publishing new content.

If you’re now suffering from information overload, please don’t panic! Just work through the tips a day or week at a time, and you’ll see your visitor figures improve.

My book Improve Your Editor Website contains everything you need to know to keep your website appealing to your target readers, looking professional and acting as a friend to search engines. If you find it useful, please leave a review on Amazon and Goodreads. Thanks!

Working together

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One of the CIEP’s greatest strengths is its collegiality and mutual support. This extends to our members helping each other to find and succeed in work. Here are six ways we do this.

Advising and encouraging
Sharing information
Supporting each other’s work
Sharing opportunities
Employing each other
Working collectively

1. Advising and encouraging

The CIEP’s online member forums include a Newbie forum, where less experienced members can introduce themselves and ask questions about any aspect of being an editorial professional. These first questions often concern the best way to go about finding work. More experienced members respond with advice, encouragement and tips. These responses tend to reflect the same key themes:

Get trained, so you have the knowledge and confidence to offer your services.
Join a CIEP local group – in-person or online.
Check out CIEP resources, including our fact sheets and guides. These are free to members.
Think about how you will market yourself, including identifying the area of editing you will concentrate on. This might reflect your existing expertise (a field you’ve worked in, perhaps) or even your personal interests (for example a hobby like gardening or cookery).
Don’t limit yourself, either. If you have trained in proofreading, consider adding copyediting to your training plan. This is because sometimes a client will ask you to ‘proofread’ a document which also needs elements of copyediting to get it ready for publication.
Tell everyone you know that you are setting yourself up as an editorial professional. This may get you your first clients.
Use the ‘search’ function to find similar threads in our forums – there is already lots of advice there. There’s also a pinned post near the top of the Newbie forum, ‘Newbie FAQs and Collated Wisdom from CIEP Members’, that includes invaluable tips and suggests some great resources for when you’re starting out as an editor or proofreader.

2. Sharing information

Within the CIEP member forums, information is shared about all sorts of editing- and proofreading-related subjects, from tax rules and software glitches to the use of commas. But CIEP members who aren’t registered for our forums can also benefit from the wisdom and experience of other members. Most of our fact sheets and all of our guides are written by CIEP members. The information in these resources aims to equip our members for work, from setting up a freelance business and getting your first clients to editing in specialist areas like scientific articles, cookery books and legal publishing.

Many of the topics covered in our bank of resources are explored at a deeper level in our range of training courses which, again, are designed and delivered by CIEP members.

And there’s more information in our vast collection of blogs which are overwhelmingly written by CIEP members. Our blogs cover almost every editing-related subject, many of which are related to gaining work. Use the ‘search’ function to see what you can find. The Flying Solo series, written by Sue Littleford, author of the Going Solo guide, is particularly useful if you’re just starting out.

3. Supporting each other’s work

Suzanne Arnold and Nadine Catto met through the CIEP London group during lockdown and realised that they lived round the corner from each other. Nadine says: ‘We started meeting up with a few other editors and have all become great friends. As Suzanne and I live very near, we often go for walks together. We have collaborated on a few work projects as well.’ Friendship and work combine, as Suzanne describes: ‘It is a regular (and very valuable) sounding-board thing and sometimes even a bit of informal accountability. But it’s not structured or planned – it’s two friends bouncing ideas around and sharing links to online resources etc and the “agenda” is very driven by what’s going on in our lives on any particular day.’ The connections created by their local group help them both. Suzanne says: ‘There’s a lot of informal help behind the scenes – on a more mundane level, too, such as messaging saying “does this sentence look right to you?” And that often involves the wider group of CIEP friends who live locally.’ Sometimes this informal help extends to pet-sitting: Suzanne feeds Nadine’s cat when she’s on holiday.

In contrast to this more informal growth of connections within a larger formal group, some CIEP members decide to set up their own small accountability groups. In a CIEP blog, ‘Accountability groups: What? Where? Why?’, Eleanor Abraham says: ‘It’s good to have other perspectives, but sometimes you don’t want 150 slightly different opinions, but rather the chance to talk things through with people you trust and respect.’ Eleanor’s group has an hour-long meeting each month, which suits the busy lives of its members; Erin Brenner’s accountability group has a monthly goals check-in and in-person and online retreats. Erin writes: ‘We’ll refer each other for work and collaborate on projects. Some of us have even partnered for new business ventures, and we regularly discuss opportunities to do so.’

4. Sharing opportunities

From recommending other people for work to advertising jobs they can’t themselves take, CIEP members often share work opportunities with each other. This happens on our member forums: on the Marketplace forum and local group forums in particular.

As Erin’s accountability group does, many members also recommend colleagues who possess the skills a client will need. Most people who have been editing or proofreading for a while have had the experience of being asked to suggest someone else if they’re too busy to take a job. Directories can help here. The CIEP has a directory of Professional and Advanced Professional Members, but some of our local groups also have their own directories of CIEP members which list their experience and specialisms. It also helps to pre-empt clients’ requests for recommendations to develop our own list of editors we would happily recommend if we can’t do a job.

5. Employing each other

A step beyond recommending our colleagues is employing them to do something for us. In ‘Reflections on the self-publishing process’, Kia Thomas describes commissioning two other CIEP members to help her publish her own novel, and they in turn report on the experience. The project went so well that Kia is planning to use the same team for her second novel.

Kia went about finding Judith Leask, her editor, ‘not just a good editor, but the right one for me’, by ‘asking CIEP members who were looking for more experience in fiction to put themselves forward for the job’. It can be a great approach to work with other editors who are at this stage of their career – for you as a ‘client’ and for the person you’ve asked to do the job. Judith says: ‘Being chosen by Kia to edit her novel was very exciting, because I knew I’d learn a huge amount from her, and that turned out to be true.’

The CIEP has a system for encouraging its members to work with other members who are keen to gain more experience: IM Available. This is a list, refreshed every fortnight, that includes any Intermediate CIEP members who are available for work, with details of their training, skills and experience, so that other CIEP members can employ them – to edit or proofread their own writing or to help with a surplus of client work.

6. Working collectively

Another way to deal with work that is too much for one editor or proofreader is to work in a partnership or a larger collective.

One such collective is Editing Globally, which, through six editorial professionals, spans the globe’s time zones but also the full range of tasks related to getting a publication produced: manuscript evaluations, project management, translation, developmental editing, line editing, fact-checking, copyediting and proofreading, formatting and design. This 24/7, end-to-end service can make it easier for a client to hit a tight deadline. Janet MacMillan, one of the editors in Editing Globally, is a fan of team working:

Editorial teams come in all sorts of shapes and sizes, from a team like Global Editing to informal, ad hoc, two-person teams who work together to complete a job over a timescale that would be impossible for one person. I value being able to work with trusted colleagues, whose expertise and knowledge I learn from, and I believe that learning makes me the editor that I am. No matter the size or shape of the team, being able to work with others expands an editor’s knowledge and skills.

Make the most of the editorial community

Freelance editing and proofreading can be lonely work. It pays off – sometimes literally – to reach out to your professional community. If you want some more ideas about how to do this, download our fact sheet ‘Making the most of the editorial community’, which is free for CIEP members.

About the CIEP

Photo credits: hands together by Hannah Busing on Unsplash; two women working together by CoWomen on Pexels.

Posted by Sue McLoughlin, blog assistant.

The views expressed here do not necessarily reflect those of the CIEP.

Recommendation 1: Ask more questions, more often

Recommendation 2: Structure ideas into manageable chunks

Applying knowledge

About Michael Pershan

About the CIEP

Singular nouns with a plural sense

Plural nouns with a singular sense

The principle of proximity

Pronouns and determiners

None, no and none of

Each and each of

Break the rules

Resources

About Dan Beardshaw

About the CIEP

The benefits of training and CPD

The costs side of the equation

Never think you know it all

Unconscious incompetence to unconscious competence

About Sue Littleford

About the CIEP

Mind the flaps!

When is a book not a book?

Less can be more … when it comes to mistakes

Reading order

Consider the reader

Diversity and inclusion

Don’t neglect the pictures

Marking up

About Liz Dalby

About the CIEP

Using the picture book format

How to use page turns

Adding page turns to a manuscript

About Lisa Davis

About the CIEP

Using my education background

Supporting indie authors

Finding the right package

Helping to find an illustrator

Building the book

Offering sympathetic support

Considering the author’s marketing strategy

Resources for editors

About Annie Deakins

About the CIEP

Words, words, words (or not!)

A picture paints a thousand words

Flapping about

Fancy doing some origami?

Think about time management

Finally, don’t forget the basics!

About Margaret Milton

About the CIEP

Getting and scheduling the work

Understanding your role

Matters of style

Communications and queries

Completing the work

Embrace the variety!

About Hazel Bird

About the CIEP

Why bother with SEO?

1. Write engaging, high-quality content

2. Add alt text to images and captions to videos

3. Include relevant keywords in your content

4. Include compelling content in your search engine snippet

5. Use inbound, outbound and internal links

Inbound links (external sites linking to you)

Outbound links (from your site to external sites)

Internal links (between pages on your own site)

6. Optimise your site for mobile

Other considerations

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About Debbie Emmitt

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2. Sharing information

Make the most of the editorial community

About the CIEP