Search Engine Optimization for Writers

balance

Search Engine Optimization means boosting natural visibility. The aim is to lift your website, blog, etc. as high as possible in the keyword search result which describes your product. Web traffic is driven by the major commercial search engines, Google, Bing, and Yahoo.

Reasons why you must work with SEO:

  • Most consumers never visit the second page of search engine results. You must get to the first page.
  • The majority of users utilize search engines before they buy a product
  • Direct relevant traffic to your website: people who want to read your genre and who will love your blurb.
  • Yes, I know IT isn’t your top priority. SEO demands patience, but the results benefit you in the long run.

The door to the world of search engine optimization doesn’t open quickly. If it did, optimization wouldn’t be big business.  You can find top companies who will do the job for you–for money. In this article, I explain a few key concepts. Applying optimization means sitting on your butt to untangle a difficult dilemma. But you’ve already overcome the most significant obstacle by writing a book! Use the same iron determination to make your creation visible to the world. Make a habit of looking into your SEO performance now and then.

Keywords

“Your SEO keywords are the essential words and phrases in your web content that make it possible for people to find your site via search engines. A website that is well optimized for search engines “speaks the same language” as its potential visitor base with keywords for SEO that help connect searchers to your site.”

Source: https://www.wordstream.com/seo-keyword

Writing a list of keywords is the decisive step in your search engine optimization initiative. The best keyword research tool is just a spreadsheet. I’m sure you use “book” among your keywords, but that doesn’t set you apart from the competition. Self-publishing has revolutionized the volume of new books.

“Here’s the problem with self-publishing: no one cares about your book. That’s it in a nutshell. There are somewhere between 600,000 and 1,000,000 books published every year in the US alone, depending on which stats you believe. Many of those – perhaps as many as half or even more – are self-published. On average, they sell less than 250 copies each. Your book won’t stand out. Hilary Clinton’s will. Yours won’t.”

Source: https://www.forbes.com/sites/nickmorgan/2013/01/08/thinking-of-self-publishing-your-book-in-2013-heres-what-you-need-to-know/#2304f25d14bb

But that won’t stop you from trying? It sure as hell won’t stop me. That’s why finding you from the sea of other writers is a necessity.

Remember to include your keyword in the title, in the first 300 words and topmost headlines. In the body of the text, use variations of your keyword. The point is to think about keywords when you write a blog post, create a new page on your WordPress or other hosting sites. You use hashtags when you post on Facebook, Twitter, and Instagram. If you didn’t, start doing it now. Watching which content comes up under each hashtag will open a new world for you. It’s the same thing with keywords. And remember to spy on your competitors!

Find out more about SEO:

9 Secrets of Professional SEO Article Writers: https://www.contentfac.com/7-secrets-of-professional-seo-writers/

Sources for Newbies: https://moz.com/beginners-guide-to-seo

What Attracts People to You

Remember to follow up and modify your actions accordingly. See which of your posts get most likes and forwardings. Produce more content which “sells.” I’ve done this on a small scale and my smiley face—yes, good old me—produces most likes when I do something I love: fiddle my guns, run with my dogs, photograph the Finnish nature. A person behind the pen name can be the most exciting thing to your readers. Sometimes, my Huskies get more likes than I do. So what? They belong to the same brand.

The Google keywords heroine post-apocalypse arctic produces one of my author pages as a search result. My work on this was minimal. Yet I ended up on the first result page. The point being that those ordinary words describe The Unholy Warrior, my novel in the making. That’s why I wrote the words into the body of my page’s text.

“When it comes to web pages, Metadata and meta tags refer to the title and description of a web page that are encoded into the page but not actually displayed on the screen with the page. The real consumer of this invisible data and HTML code are the search engines, as this data provides important information to search engines about the content and purpose of the web page.”

Source: https://www.webpresencesolutions.net/metadata-meta-tags-web-page-titles-page-descriptions-explained/

Do study, what attracts people to you. Writers similar to you: what are they doing better? Please don’t compare yourself to Lee Child or David Baldacci. Just Googling thriller writers produces their broad smiles along with Stephen King. These people are insanely famous, and they have otherworldly resources to take care of their SEO. Look into people a bit above your own level, writers who are easy to find. And don’t procrastinate optimization until you’ve published. You’ll waste most of the punch in a book launch. But it’s never too late to start.

Site Tools

WordPress, especially if you paid for the business version, offers you different plugins for free. The pro versions cost but provide a wide range of functions.

SEO_Yoast

Yoast and other top SEO plugins for WordPress: https://neilpatel.com/blog/10-wordpress-plugins-to-turn-your-site-into-an-seo-powerhouse/

Use the plugin of your choice and let the wizard guide you into applying for a Google search engine authentication code (which is just Google’s way of making sure you own the site). https://support.google.com/webmasters/answer/35179?hl=en

Just by doing this with Yoast, I surpassed a few ladies bearing the same name. Plus I attacked multiple fronts: social media ranks high in search results.

Rebecka_search_results

Searching Google with my full name is just an example. A name is specific. More common search terms produce more competition, but as a writer, you need to be known by your pen name or Christian name. Search yourself from time to time!

Internal Content Linking

Internal links are any links that connect your webpages to one another. You must offer content which serves the customer. He must find what he wants easy and quick.

“Search engines put emphasis on rewarding positive user experiences as they care about their end customer – the searcher. When the searcher uses Google or Bing and finds what they are looking for at the top of the search results, the site is giving their user value.”

That means your site needs to be easy to navigate and the content well written. Don’t think what you want to say, but what your reader needs to hear! And please don’t push.

Five essential best practices for internal linking structure:

  • Put the user first
  • Manage internal link value and flow
  • Structure around content topics
  • Utilize unique content and canonicals
  • Indexing and prioritization

Source: https://www.searchenginejournal.com/seo-internal-links-best-practices/214886/

External Content Linking

“In fact, an external or hyperlink is any link that was posted on another website but points to your web resource. Same way, when you insert a link to another resource on your site – it is called an external or outbound link.”

Source: https://sitechecker.pro/external-links/

Use external linking to direct traffic onto your author site. Use social media with references to relevant content on your blog. Don’t spam. The material must be exciting and allow your followers to spread it out of their free will, and their followers to do the same.

You remember when you learned to engage the reader’s emotions with your writing? Do the same with web content!

Everyone who forwards what you want is your helper in SEO. The more links lead to your page, the higher the ranking it deserves in search engines. That’s why blogging is so useful for a writer. Feature guest writers on your blog. Appear on someone else’s author page and spread the link around.

Final Reminder

I’m just a stupid person who writes as a hobby. If I could get the hang of basic SEO to scratch the surface, so can you.  With $69 per month, a team of experts can do it for you. Where’s the fun in that? Besides, they don’t know your book the way an author knows his child. They won’t be passionate about the product! You spent every free moment for the past months/years writing your story. You know what your readers want to hear!

Remember to use paid advertising in social media to promote your published book and to encourage people to write reviews. Start experimenting (in good time before going live) with Facebook ads, for example. Use small money and measure your results. Refine your actions accordingly. Every system offers great statistics tools nowadays. Take a peek where your fans come from and how they ended up on your site.

Happy search engine optimization!

PS: If you intend to publish traditionally, don’t think the publishing company will do this for you because they won’t.

The Sidekick – The Shadow or The Flame?

Young attractive Witch walking on the bridge in heavy black smoke.

When I hear the word sidekick, the image of Batman’s Robin conjures. Who could forget the guy wearing the green pantyhose? The word is forever linked with the lesser one of the power duo.

The Urban Dictionary defines a sidekick:

“A friend/associate of a more popular, charismatic person. The sidekick gains most of his/her acclaim from merely being connected so closely to the more powerful acquaintance.”

It’s easy to write a sidekick who follows the heroine like a shadow. Sometimes the shadow is long, and sometimes it travels ahead of her, but shadows rarely mean anything except symbolism.

And then an interesting secondary character flows out of your pen like lightning. This person keeps you awake at night and leads the story into unknown depths as a bright flame.

The safest route to prevent the sidekick from stealing the spotlight, is to make her/him inferior to the heroine/hero but where’s the drama in that?

Someone to save the day

If you’re like me, you write a villain who radiates raw power. He keeps kicking the hero’s ass, and you need someone to help defeat him. My recommendation is to make the villain stronger than the MC because this way you build pressure and suspense! You drive the plot forward with bloody desperation.

The sidekick can come to the MC’s aid at the darkest hour: when the villain is about to strike a spear into the hero’s heart.

The sidekick is abler than the hero under unusual circumstances:

  • The hero is wounded and unable to defend himself
  • The hero is under a spell or doesn’t sense the approaching death
  • The secondary character is the only one around and must rise to save the day
  • The villain’s BFF changes sides and become one of the good guys to keep the hero safe. He has the element of surprise on his side.
  • The sidekick betrays the hero and reveals that he has been working for the evil one the whole time. You can feel the salt stinging on that wound for a long time. This twist forces you to prolong the final battle- which is a good thing. Keep postponing the reader’s satisfaction.

And so on. I’m sure you have seen movies which utilize a lesser character to bring the plot into a grand finale via roundabouts.

Just Different

The sidekick can be a person who contrasts the hero, like Arthur Conan Doyle’s Dr. Watson. Watson is a man of medicine with practical wits, and a war hero, who reflects the intellectual superiority of Sherlock Holmes. Where Holmes is in danger, Watson comes to the rescue. Where Holmes is at loss, Watson is confident because he is different.

Sometimes the secondary character, which you intended as a vessel for plot advancement, steals the readers’ attention. That’s what happened to Liva Löwe in my book The unholy Warrior. She’s the one my beta readers found most attractive because they can relate to her.

The key to the reader’s heart is arousing empathy. Keep your sidekicks relatable!

Sometimes the heroine can appear too strong and hardheaded, which is fine for the MC. But the presence of a gentler person who finds her courage when all else crumbles can have an earth-shaking effect on the reader.

In my book The Unholy Warrior, the heroine Rebane Nordstrom thinks she’s invincible, and the young German girl she saved is a mere nuisance to be dragged around:

“Each twig crackled under Liva’s foot and the fir trees slapped her with prickling branches. The willows grabbed the young woman’s shirt and her hair got tangled in the thorny bushes. The forest forbade Liva’s presence. Rebane advanced too fast for her to keep up.

“Rebane, wait!” she shouted when her friend’s leaf green camouflage merged with the shade of the grove.

Rebane turned around and her expression didn’t hide her frustration:  “You’re noisy like the running elk. The elk doesn’t care because she’s big. Everything cedes in front of her but you’re not the fucking elk, and nothing here fears you,” Rebane hissed and spat on the moss.

“I’m sorry. Can’t you see that I’m trying?”

“And be sure to step where I step as we cut through the swamp. The sacrificial grove is dangerous. It will swallow you if you stray one inch. I’d be unhappy to lose you, my friend.”

Liva’s eyes filled with tears. The words she tried to form stuck on her lips. Rebane took a firm hold on her smooth white hand and Liva squeezed her arm like she was about to drown.

“Thank you for saving my life,” Liva said but the wind which whispered among the trees scattered her voice.

****

At this stage, Liva is weaker than Rebane who is a trained soldier and a master survivalist. The women have just crossed paths, and I take my time to reveal Liva’s unique qualities. She has survived kidnapping and slave traders, but with a different approach than Rebane who shoots first and asks questions later. Liva is more than meets the eye. She is in touch with the divine healing power. Omens and visions give her understanding of what plagues Rebane. Mother Nature is a dominant bitch and she has a significant role in my book. Liva Löwe is an adapter: she molds her being to fit the surroundings.

Blurring lines

Is Julia a sidekick of Winston Smith in Orwell’s 1984? Yes and no. A love interest can be a sidekick. Winston and Julia rebel together.

Boy-boy and girl-girl pairs are abundant in literature and movies. If the heroine and the sidekick represent different sexes, you can write a sub-plot of budding love. One-sided affection raises the stakes a notch by introducing another level of conflicting interests. A disgruntled lover is a fertile ground for the enemy to grow resentment towards the hero.

Julia_1984.jpeg
Suzanna Hamilton as Julia in the Film 1984, MGM 1985.

But I see Julia as the last nail on Winston’s coffin. From the introduction of Julia, Orwell predicts the main character’s doom. To make the aide betray the hero is a great idea: the knife twists deep inside the gaping wound. In fact, Winston and Julia betray each other at the face of an invincible enemy: the system.

Any_Amasova
Barbara Bach as Major Anya Amasova in Bond movie The Spy Who Loved Me (1977 Eon Productions).   

The representatives of the enemy can become sidekicks for the hero. Just one kiss from the deadly 007 and poof! A battle-hardened communist assassin becomes the Playboy bunny because sex makes her see the system of Motherland as evil.

Okay, I over-simplify.

I’m not complaining because Ian Fleming’s James Bond is excellent entertainment. The secondary character can exist as a borderline case through the entire Bond movie.

We know where Major Amasova’s loyalties lie when we see the ending of The Spy Who Loved Me.