SEO for Self-Published Authors: Your Guide to Book Discoverability
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We are huge proponents of book discoverability here at FriesenPress; in fact, we’d rate it as one of the most overlooked aspects of the publishing process for many independent authors.
Discoverability means making your book easy for people to find and purchase. As a self-published author, you may not have the brand power or recognition of a traditionally published book. This makes appearing and ranking high in key searches around your book’s topic important — and potentially even game-changing — for growing your readership.
A foundational element of book discoverability, Search Engine Optimization (often shortened to SEO) is the practice of improving your website, retail listings, and online presence to rank higher in search engine results pages (or SERPs). SEO applies broadly to all search engines, but is often viewed through the lens of Google; at the time of publishing, Google is the most dominant search engine globally, and we will be using Google as a primary reference point throughout this post.
When potential readers search for books in your genre or with themes related to your story, effective SEO can help your book appear near the top of those results, dramatically increasing its visibility.
In this blog post, we will provide an SEO primer for self-published authors and provide you with actionable steps to boost your book’s online presence. Whether you’re a seasoned series author or just starting out, implementing these SEO strategies can lead to increased book visibility, more website traffic, and — ultimately — more sales. So, let’s dive in and discover how to make your book stand out in the crowded digital marketplace!
1. SEO Basics and Keyword Research
Online searches — on Google or a retailer like Amazon — can sometimes feel like magic. Out of just a few (sometimes even misspelled) user-input words, these search engines can determine what information we’re looking for and serve us quality answers in a fraction of a second.
Keywords are how Google connects information from around the web to its end users — including the eager readers looking for your book. These are the words and phrases people type into search engines when looking for books like yours. Effective keyword research is the foundation of all successful SEO; identifying and understanding keywords will help you both understand your target audience’s language and optimize your overall marketing presence.
But how do you find keywords as someone new to SEO? Here are a few ways:
Start simple: As a new author, it’s important for Google to both see you as an author and associate your name (or pen name) with your book title(s). Filling in the blanks of “Your Author Name is the author of Your Book Title, a x-genre book” is a good central SEO hub from which to start branching out.
Brainstorm: Make a list of words and phrases related to your book’s genre, themes, plot points, and target audience. Put yourself in the shoes of your ideal reader: if they didn’t know your name or the book’s title, what would they specifically search to find it?
Ask the audience: Chances are that you know some of your target readers personally. Don’t be shy about asking them how they find books like yours; while you might have a small sample of answers to draw on, your potential readers’ book buying habits could spark a new keyword idea that you wouldn’t have thought of otherwise.
Review your competitors: What keywords are successful authors/titles using in your space? Analyze their websites, social media posts, and book descriptions to identify potential keywords you might have missed in your list. But also take it a step further: what opportunities might have your competitors missed?
Use keyword research tools: This is a slightly more advanced idea, but there are many online tools out there that can help you discover popular and relevant keywords. At FriesenPress, we use Google’s Search Console and Keyword Planner to explore new opportunities; we also like Answer The Public. Other popular tools include SEMrush, Ahrefs, and Moz.
In addition to broad keywords, you should pay special attention to long-tail keywords. These are longer and more specific phrases that typically have lower search volume; while they may not appear in your search tools or competitor reviews, their specificity means there is likely to be less competition. For example, instead of targeting the broad keyword “romance novel,” consider using a long-tail keyword like “historical romance novel set in Victorian England.” These niche keywords can attract highly targeted traffic, increasing the likelihood of conversions.
Ideally, you will conduct keyword research before you publish so you can weave the most relevant pieces into your “about the book” content and metadata (more on that in a bit). If you published your book without considering discoverability or SEO, don’t worry! It’s never too late to update.
2. Optimize On-Page and Fine-Tune Your Website
Now that you have a solid list of keywords, it’s time to start implementing them where it matters most!
Your first stop should be your author website, which is likely the central hub of your author brand and promotions efforts. Most authors will want their website to be the top-ranked page for all things book related, so it stands to reason that it should be optimized for your readers and search engines.
By strategically incorporating relevant keywords and creating high-quality content, you can improve your website’s search rankings and attract more organic traffic. Here are some tips to optimize your pages to achieve those goals:
For today’s author, the importance of a professionally designed website can’t be overstated. Many of your readers are searching for books and buying them online, so your website needs to deliver. The FriesenPress team will build you a beautiful and functional Author Website and teach you everything you need to know to keep it current.
Page titles, URLs, and meta descriptions: Ensure your pages have compelling page titles and meta descriptions that accurately reflect the page content and include relevant keywords. The content of your page URL can also send a positive signal to Google, who reads (or “crawls”) this content and uses it to index your site in its search results. This can significantly impact click-through rates.
Header tags: Header tags (H1, H2, H3, etc.) structure your content and help Google identify important sections of your website and its key messages. Headers are a great place for keywords — if they flow naturally within the text. For a meta example, the post you’re reading right now uses H2 headings in all of its sections to help Google easily identify that this is a step-by-step guide to SEO.
Keyword-rich content: Google loves to see sites regularly creating high-quality, informative content that incorporates its target keywords naturally. Blogging is one great way to signal to search engines that you are a subject matter expert and/or emerging voice in your field. However, avoid the practice of keyword stuffing (i.e., using the same keywords over and over and over again), which is known to negatively impact website rankings. Google wants to see you providing value to your readers while strategically and thoughtfully using the keywords related to your book and brand.
Image optimization: Go the extra mile by optimizing your images: using descriptive file names and alt text that includes relevant keywords. Not only does this help search engines understand your image’s content, but the descriptiveness can also improve your website’s accessibility.
Internal linking: Linking to other relevant pages within your website helps search engines crawl and index your content more effectively. Side benefit: it can also keep visitors engaged by providing additional resources.
On-page optimization isn’t just about pleasing search engines. It’s also about creating a positive user experience. Ensure your website is easy to navigate, loads quickly, and is mobile-friendly. A well-designed website (such as those designed by our promotions team) encourages visitors to stay longer and explore more content, which can in turn positively impact your search rankings.
3. Off-Page Optimization: SEO Beyond Your Website
While your website serves as your central author marketing hub, there are other pivotal venues to align with your budding SEO messaging.
Social media platforms and other online spaces offer valuable opportunities to boost your book’s visibility, connect with readers, and build relationships. Off-page SEO focuses on activities that happen outside of your website to improve its search rankings and authority.
Social Media SEO
Social media platforms like Facebook, Instagram, X (formerly Twitter), LinkedIn, and TikTok are powerful platforms for engaging with your audience, sharing your content, and driving important traffic to your website.
Here’s how to optimize your social media presence for SEO:
Engaging content: Create high-quality, shareable content that resonates with your target audience. As your relevant keywords are likely to be the foundation of your marketing and promotion plan, be sure to include them in your posts and captions.
Hashtags: Use relevant hashtags to increase the discoverability of your content. Research popular hashtags in your genre and use a mix of broad and niche hashtags.
Social sharing: Encourage your followers to share your content. Also, running contests, asking questions, and creating interactive posts can be excellent ways of achieving this. Engaging social signals like shares, likes, and comments can also positively impact your search rankings.
Retail SEO
A book’s retail listings are instrumental in driving book sales and increasing your book’s visibility. Major retailers like Amazon, Indigo, and Apple Books have high domain authority (meaning they are seen as trusted, high traffic sources by search engines). When your book is listed for sale on these platforms, you “borrow” that authority and increase your chances of appearing in search results.
Retail listings are natural venues to reinforce your keywords with the end goal of standing out from the pack. Although control over these listings can be limited, here are some ways you can work within those limitations and give your book a boost:
Compelling descriptions: Your back cover content is used by retailers’ platforms to sell readers on the key themes, plot points, and benefits of your book. Using keywords strategically within your back cover content can help you reinforce your brand and messaging — but prioritize readability and enticing potential readers above all else.
High-quality book cover: Your cover image is often the first impression potential readers will have of your book and brand. Make sure it’s professionally designed, visually appealing, and relevant to your book’s genre and content.
Metadata: Pay close attention to the metadata fields provided by each retail platform. From keywords and categories, fill them out completely and accurately, ensuring consistency across all platforms. Identifying and incorporating relevant BISAC codes can also be a big help in aiding in your book’s retail discoverability — this is a specialty of ours here at FriesenPress!
Garner reviews: Positive reviews not only boost social proof but can also improve your search rankings. Make it a habit to encourage your readers to leave a rating and review.
Author profile: Optimize your author profile on each platform by including a professional bio, author photo, and links to your website and social media profiles.
By optimizing your retail listings, you can increase your book’s visibility in search results and attract more potential readers. Treat each listing as an extension of your online presence, ensuring consistency in your branding, messaging, and keywords across all platforms.
Building Backlinks
Backlinks — or links from other websites to yours — are a critical factor in off-page SEO. They signal to search engines that your website is authoritative and trustworthy. Here are some ways to earn backlinks:
Guest blogging: Write guest posts for relevant blogs and websites in your niche. Include a link back to your website in your author bio.
Online communities: Participate in online forums, communities, and social media groups related to your genre. Share your expertise and include a link to your website when relevant and appropriate. Appearing desperate for clicks isn’t going to lead to long term results; focus on providing value, first and foremost.
Book bloggers and reviewers: Reach out to book bloggers and reviewers in your genre and offer them a free copy of your book in exchange for an honest review. Positive reviews can lead to valuable backlinks and increased exposure.
Conclusion and Parting Thoughts
As a self-published author, you’re a wearer of many hats and one of those is the Bowler of Book Marketing. Learning about marketing and promotion as a novice can come with growing pains, but even a basic understanding of SEO can pay huge dividends in your long-term growth as an author and business owner.
Keywords and backlinks are great places to start, but taking your SEO game to the next level is about building relationships. Establish your presence in online literary communities. Engage with other authors, readers, and influencers in your niche. Share their content, leave thoughtful comments, and participate in discussions. Authentic engagement can lead to valuable connections and opportunities for collaboration.
Effective SEO is an ongoing process that’s never truly “complete.” Regularly monitor your website, retail listings, and social media; update them as needed, and engage with your readers to build a loyal following and drive your sustainable success.
We hope this guide has helped you feel more confident and secure in making SEO work for you.
And hey, with engagement in mind, we want to hear from you in the comments! If you have any SEO success stories to share, or if you have any questions about how to make SEO work for your book, please drop us a note.
