Tag Archives: Search engine optimization SEO

How Content Syndication Can Help Authors Sell More Books (An Excerpt)

Enjoy this excerpt from Guest Blogging and Content Syndication (T-Shaped Marketing for Authors Book 2)

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An SEO Analogy: Retail Merchandising

When you think about it, SEO is a lot like effective merchandising in a “bricks and mortar” bookstore. It’s all about positioning. The books that are strategically placed at eye level in the front aisles, or on shelving units and tables in the high-traffic areas of a store, are going to sell more than the books that are tucked away on low shelves where most people don’t bother to look.

It works much the same way online. The whole point of improving the SEO of any webpage is to ensure it appears as close to the top of an online search as possible so that more people can easily see it. The higher its visibility, the better your chance of it being clicked on which translates into the better chance of a sale down the road. And that’s what we’re all after here, isn’t it? At the end of the day, authors are blogging to promote their books with the intent of selling more copies and improving their readerships.

Here’s the good news: it’s somewhat easier—and much more cost effective—to improve your positioning online than it is within a traditional bookstore, particularly the major chain stores. If you want prime real estate in a major chain, allowing you to be seen by hundreds or even thousands of impulse buyers on any given day, you’re going to have to pay upfront for the privilege. How much will it cost you? John B. Thompson provides details about this in his 2012 Kindle ebook titled Merchants of Culture: The Publishing Business in the Twenty-First Century:

The front-of-store area that is in your field of vision is a thoroughly commodified space: most of the books you see will be there by virtue of the fact that the publisher has paid for placement, either directly by means of a placement fee (that is, co-op advertising) or indirectly by means of extra discount. Roughly speaking, it costs around a dollar a book to put a new hardback on the front-of-store table in a major chain, and around $10,000 to put a new title on front-of-store tables in all the chain’s stores for two weeks (typically the minimum period). … Visibility does not come cheap. (Thompson, 2012)

While you can choose to pay for increased exposure online by running pay-per-click advertising campaigns or buying banner ads on high-traffic websites, the difference here is that you don’t have to. Blogging is an organic—not to mention free—way of improving your online ranking. Your only cost is your time.




Don’t Get Dinged by the SEO Gods!

Now, here’s the kicker: all of your online articles and blog posts have to be original content. Why? Because also built into these search engine algorithms is the ability to detect copied/reused content—and copied/reused content is a no-no in the online world. It is treated like a form of plagiarism and penalized by search engines in the sense that it won’t be indexed by them at all; rather, it will be ignored altogether. The search engines will compare two webpages that contain the same content and choose only one—most likely the original, higher ranking page—to include in search results. The copycat webpage will fall into online oblivion, never to be seen or heard from on the search engines again.

Content Syndication to the Rescue

The obvious issue here is time. Where is the time to write all your books, and write original articles for other online publications, and post unique content to your own blog on a regular basis so you can organically grow (and maintain) a strong online presence? Even the simple idea of it is daunting enough itself, never mind actually doing it day in and day out. We all have busy lives, after all.

This is where content syndication comes into play as explained by Christopher Ratcliff in his article titled “What is content syndication and how do I get started?” on the Search Engine Watch website. According to Ratcliff, content syndication is great for new authors and publishers who want to expose their books and blogs to a much larger audience, but who just don’t have the time or manpower to write copious amounts of new content on a daily basis.

Content syndication is the process of pushing your blogpost, article, video or any piece of web-based content out to other third-parties who will then republish it on their own sites….

Content syndication is particularly useful if you’re a smaller publisher or an up-and-coming writer who wants a larger audience from a more authoritative site.

By having your blog content published on The Guardian (for instance) you will be exposed to a much wider audience that isn’t your own, who may then visit you on your own blog.

The other major reason for doing this is SEO. Some of that bigger site’s authority should be passed down to you. (Ratcliff, 2016)

“Okay. Great,” you’re thinking. “So, I won’t have to write as much unique content on a regular basis. But how does this resolve the issue of copied/reused content?” That’s a great question, and here are three simple solutions to that problem.

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Hope you enjoyed that excerpt. You can learn the three simple solutions here: Guest Blogging and Content Syndication (T-Shaped Marketing for Authors Book 2).

What is Search Engine Optimization (SEO)?

Unless you’ve been hiding under a rock, there’s a good chance you’ve heard of search engine optimization (SEO). The term refers to the various techniques people can use to improve (optimize) their respective webpages’ standings on search engines such as Google, Yahoo, Bing, and Baidu.

As an author, the “webpages” you’re trying to promote online may be your online articles, blog posts, the e-commerce site where you sell your book(s), or even the home page of your website. It’s crucial to your success to improve each one’s SEO.

How Does it Work?

Think, for a minute, about when you use a search engine to find something. Where is the first place you look when the search results come up? The top and centre of the page? In addition, how many links are you willing to click through to find what you’re looking for? Maybe five or six at the most? Maybe your eye will scan down that first page for something interesting; or, if you have the time, maybe you’ll dig a little deeper and look through the second or third page to see what comes up there. This is what SEO is all about. Statistically, most people will stay on the first page, and that is why it’s crucial to make sure you and your book appear on that first page for as many of the major keywords that are associated with your topic matter as possible. Regular and consistent online writing (blogging) is one way to help you achieve this level of SEO.




Find Keywords

The first thing you will want to do is find specific keywords related to your book’s topic. How do you do this? It’s easy! Pull up the search engine of your choice in your browser, such as Google. Think about what combinations of words your readers will be typing into that search engine when they’re looking for your book. Type them in to test them out and see what comes up. Find as many variations as you can. The more, the better because it will give you more topic matter to create even more content over time.

Create Content

Writing blog posts and online articles that are informative and helpful will bring you more readers—but only if they contain the keywords we just talked about. Repeating a specific keyword at least twice per every 100 words will improve the SEO of that content for that keyword. Then you must share those pieces with others via email marketing, social media marketing, et cetera. Why share it? Because the SEO of that article will further increase and improve with every unique click from every new person who views it.

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As a user of this website, you are authorized only to view, copy, print, and distribute the documents on this website so long as: one (1) the document is used for informational purposes only; and two (2) any copy of the document (or portion thereof) includes the following copyright notice: Copyright © 2018 Polished Publishing Group (PPG). All rights reserved.

Effective Copywriting and Top of Mind Awareness (TOMA)

This content first appeared on Warrior Forum and has been republished here with permission from the author.

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Writing really effective, eye-catching copy to promote a product or service is important. When it comes to online marketing, that copy also needs to cleverly incorporate the item’s highest ranking keywords for the purpose of search engine optimization (SEO).

But there’s more to it than that, and this is where things like blogging, social media marketing, and pay-per-click (PPC) advertising come in handy. If you want to reach all your current and prospective customers, then you must achieve top of mind awareness (TOMA) with all of them by constantly staying in front of them.

Some people think of their target market as a fixed segment of the public that share similar characteristics (e.g. my customers are adult males and females between the ages of 25 to 45 who enjoy … blah blah blah, you fill in the blank). But your customers aren’t static like that. Think of them more as a fluid stream of people who are flowing in and out of your market all the time. If you want to stay top of mind with them then you need to stay in front of them all the time so that, when they’re in the market to buy whatever it is you’re selling, they’ll recall you ahead of your competitors. This will increase your chances of a sale.




Here’s an analogy for you. Think of a shopping mall. Think of all the types of stores in that shopping mall: shoe stores, clothing stores, furniture stores, et cetera. Most everyone has a need to buy shoes, clothing, and furniture at one time or another, right? But you may not be in the market for it right this minute today. You may not need it until next month or next year. And who are you most likely to buy from when the time comes and you’re in the market to buy? You’ll buy from the most trusted brand in your mind–a trust that was built up over time with regular and consistent copywriting that was shared over and over again through blogging, social media, PPC, and whatever other means.

Why don’t you fill in the blank and name “whatever other means” people can use to achieve top of mind awareness with their clients. What are some other great vehicles we can use to stay front and center with our target markets? Leave a comment below.

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As a user of this website, you are authorized only to view, copy, print, and distribute the documents on this website so long as: one (1) the document is used for informational purposes only; and two (2) any copy of the document (or portion thereof) includes the following copyright notice: Copyright © 2018 Polished Publishing Group (PPG). All rights reserved.

[COMING SOON!] Seven New Ebooks in the T-Shaped Marketing for Authors Series

Guest Blogging and Content Syndication

HTML Coding for Beginners

Mobile Marketing

Pay-per-click (PPC) Advertising

Search Engine Optimization (SEO)

Social Marketing

Video Marketing

T-Shaped Marketing for Authors. The New Way to Sell Books.

Online marketing provides today’s authors with a vehicle to reach a worldwide audience where, in the past, they were pretty much limited to their own backyards. But to make any kind of real headway in this crowded space full of millions of people doing the same thing as you’re doing online, you’ve got to be Internet savvy to a degree. You’ve got to figure out a way to stand out among the rest by combining analytical and creative skills together. I’m talking about T-shaped marketing.

Co-founder of Moz, Rand Fishkin (2013), provides this succinct description of T-shaped marketing on his company’s blog:

“T-Shaped basically refers to having a light level of knowledge in a broad
array of skills, and deep knowledge/ability in a single one (or a few).”

In other words, your deep knowledge/ability—the stem of the T—is the content you’ve written about in your book(s). The flat, horizontal part at the top represents the various creative and analytical skills you can learn to best utilize the Internet in selling your book(s).

Some of today’s most recognized companies used their own unique T-shaped marketing strategies (also referred to as “growth hacking”) to build their businesses quickly when little or no venture capital was available to them: Airbnb used some shrewd background coding to hack the Craigslist platform to boost its own site’s user experience; PayPal grew quickly by paying early users for referrals; and Dropbox used a strategy similar to PayPal’s by giving early users extra storage for referrals. These tactics piggybacked their other online efforts (e.g., SEO, PPC) to supercharge each company’s scalability, hence the term “growth hacking.”

Authors can do the same. They can use T-shaped marketing to their advantage, and many of today’s most successful online authors already do. Each ebook in this series will focus on one particular T-shaped marketing avenue so authors can learn to utilize several customized strategies:

* Online (paid) and Offline (unpaid) Book Reviews | Advertising vs. Publicity
* Email Marketing
* Advertorials and Blogging
* Content Syndication and Guest blogging
* HTML Coding for Beginners
* Mobile Marketing
* Pay-per-click (PPC) Advertising
* Search engine optimization SEO
* Social Marketing
* Video Marketing
* And the list goes on!

Authors are entrepreneurs, and T-shaped marketing is every entrepreneur’s friend. The top authors move more books by getting in front of their customers and communicating with them in a clear and consistent manner; and they do this by virtue of social media marketing, blogging, book reviews, email marketing, publicity/media tours, and all the other T-shaped marketing strategies we’ll be discussing. They do what’s necessary to make themselves stand out among all the rest for their particular genres, just as business people do with traditional companies.

The good news is it’s possible! There are examples right before your eyes—right inside these mini ebooks—of successful authors who have used T-shaped marketing to sell THOUSANDS and THOUSANDS of books. You can use T-shaped marketing like a pro, too. I’ll show you how.

T-Shaped Marketing for Authors – Inaugural Ebook

Coming soon! Watch for it in the fall of 2017.

T-Shaped Marketing for Authors. The New Way to Sell Books.

Online marketing provides today’s authors with a vehicle to reach a worldwide audience where, in the past, they were pretty much limited to their own backyards. But to make any kind of real headway in this crowded space full of millions of people doing the same thing as you’re doing online, you’ve got to be Internet savvy to a degree. You’ve got to figure out a way to stand out among the rest by combining analytical and creative skills together. I’m talking about T-shaped marketing.

Co-founder of Moz, Rand Fishkin (2013), provides this succinct description of T-shaped marketing on his company’s blog:

“T-Shaped basically refers to having a light level of knowledge in a broad
array of skills, and deep knowledge/ability in a single one (or a few).”

In other words, your deep knowledge/ability—the stem of the T—is the content you’ve written about in your book(s). The flat, horizontal part at the top represents the various creative and analytical skills you can learn to best utilize the Internet in selling your book(s).




Some of today’s most recognized companies used their own unique T-shaped marketing strategies (also referred to as “growth hacking”) to build their businesses quickly when little or no venture capital was available to them: Airbnb used some shrewd background coding to hack the Craigslist platform to boost its own site’s user experience; PayPal grew quickly by paying early users for referrals; and Dropbox used a strategy similar to PayPal’s by giving early users extra storage for referrals. These tactics piggybacked their other online efforts (e.g., SEO, PPC) to supercharge each company’s scalability, hence the term “growth hacking.”

Authors can do the same. They can use T-shaped marketing to their advantage, and many of today’s most successful online authors already do. Each ebook in this series will focus on one particular T-shaped marketing avenue so authors can learn to utilize several customized strategies:

* Online (paid) and Offline (unpaid) Book Reviews | Advertising vs. Publicity
* Email Marketing
* Advertorials and Blogging
* Content Syndication and Guest blogging
* HTML Coding for Beginners
* Mobile Marketing
* Pay-per-click (PPC) Advertising
* Search engine optimization SEO
* Social Marketing
* Video Marketing
* And the list goes on!

Authors are entrepreneurs, and T-shaped marketing is every entrepreneur’s friend. The top authors move more books by getting in front of their customers and communicating with them in a clear and consistent manner; and they do this by virtue of social media marketing, blogging, book reviews, email marketing, publicity/media tours, and all the other T-shaped marketing strategies we’ll be discussing. They do what’s necessary to make themselves stand out among all the rest for their particular genres, just as business people do with traditional companies.

The good news is it’s possible! There are examples right before your eyes—right inside these mini ebooks—of successful authors who have used T-shaped marketing to sell THOUSANDS and THOUSANDS of books. You can use T-shaped marketing like a pro, too. I’ll show you how.



Coming soon! Watch for it in the spring of 2017.

T-Shaped Marketing for Authors. The New Way to Sell Books.

Online marketing provides today’s authors with a vehicle to reach a worldwide audience where, in the past, they were pretty much limited to their own backyards. But to make any kind of real headway in this crowded space full of millions of people doing the same thing as you’re doing online, you’ve got to be Internet savvy to a degree. You’ve got to figure out a way to stand out among the rest by combining analytical and creative skills together. I’m talking about T-shaped marketing.

Co-founder of Moz, Rand Fishkin (2013), provides this succinct description of T-shaped marketing on his company’s blog:

          T-Shaped basically refers to having a light level of knowledge in a broad
          array of skills, and deep knowledge/ability in a single one (or a few).

In other words, your deep knowledge/ability—the stem of the T—is the content you’ve written about in your book(s). The flat, horizontal part at the top represents the various creative and analytical skills you can learn to best utilize the Internet in selling your book(s).

Some of today’s most recognized companies used their own unique T-shaped marketing strategies (also referred to as “growth hacking”) to build their businesses quickly when little or no venture capital was available to them: Airbnb used some shrewd background coding to hack the Craigslist platform to boost its own site’s user experience; PayPal grew quickly by paying early users for referrals; and Dropbox used a strategy similar to PayPal’s by giving early users extra storage for referrals. These tactics piggybacked their other online efforts (e.g., SEO, PPC) to supercharge each company’s scalability, hence the term “growth hacking.”

Authors can do the same. They can use T-shaped marketing to their advantage, and many of today’s most successful online authors already do. Each ebook in this series will focus on one particular T-shaped marketing avenue so authors can learn to utilize several customized strategies:

  1. Advertorials
  2. Affiliate marketing
  3. Amazon
  4. Blogging
  5. Book reviews (paid and non-paid)
  6. Content marketing
  7. Digital advertising
  8. Email marketing (including email signatures)
  9. Event marketing
  10. Facebook
  11. Forums
  12. Google Adsense
  13. LinkedIn
  14. Mobile advertising
  15. Pay-per-click (PPC)
  16. Podcasts
  17. Publicity and PR
  18. Push Notifications
  19. QR codes
  20. Search engine optimization (SEO)
  21. Twitter
  22. YouTube

Authors are entrepreneurs, and T-shaped marketing is every entrepreneur’s friend. The top authors move more books by getting in front of their customers and communicating with them in a clear and consistent manner; and they do this by virtue of social media marketing, blogging, book reviews, email marketing, publicity/media tours, and all the other T-shaped marketing strategies we’ll be discussing. They do what’s necessary to make themselves stand out among all the rest for their particular genres, just as business people do with traditional companies.

The good news is it’s possible! There are examples right before your eyes—right inside these mini ebooks—of successful authors who have used T-shaped marketing to sell THOUSANDS and THOUSANDS of books. You can use T-shaped marketing like a pro, too. I’ll show you how.



How Online Writing for SEO Can Improve Your Search Engine Ranking

Whether you’re an author trying to sell a book or a business trying to sell some other type of product or service, online writing for SEO (also known as “blogging”) is a fantastic way to improve your search engine ranking for all your major key words. By doing so, more potential buyers will be able to find you online when they do a search for those key words.

You may have a fairly high search engine ranking for some of your key words (i.e. your business name). Blogging can help to improve your ranking for all of them. The idea is to write several “keyword-rich” articles—500-word essays that contain the phrases your customers type into a search engine when they are looking for your products and/or services—and then “share” those articles with others via email and social media websites. The ultimate goal is for your articles (and, eventually, your website) to show up in the top five search results on page one of a search engine as this will dramatically improve the chances of someone “clicking” on them.

Blogging has a cumulative effect meaning that it will drive more traffic to your business over time. The more articles that are posted online on a regular basis, the more momentum is built, and the better it works. Here are three major reasons why:

How Search Engines Rank WebPages

Search engine ranking is based on a “point system” of sorts. The higher your points, the higher you land in the search results. For all intents and purposes, each article is a webpage in itself and can garner higher points for your website with two of the major criteria search engines are looking for: backlinks and traffic. Backlinks are “clickable” referrals from one relevant webpage (an article, perhaps) to another (your website’s home page). The more backlinks to your website, the higher its point value will be in the eyes of a search engine. It also stands to reason that more backlinks will equate to more traffic over time.




Top of Mind Awareness (Brand Awareness)

Why do highly successful corporations like Pepsi and McDonalds still advertise after all these years? Because it works! They know the value of consistent branding and how it creates top of mind awareness in their respective industries. They remain at the top of their games because they remain in front of their customers—always reminding them of their brands week after week, and always calling people to action to buy from them.

Long-term Sustainable Competitive Advantage

No matter what industry you’re in, your market is dynamic. It’s always changing. Potential customers are moving into and out of your trading area all the time whether it’s due to relocations, deaths, other major life changes, or simply because their needs have been met or have changed. Consistent promotion of your business provides a long-term advantage over competitors who cut back or cancel their advertising programs altogether by catching the attention of new clients as they arrive. Understanding and accepting this natural churn of the marketplace can help you to counteract the loss of old customers with new while steadily building a sustainable business over time.

Related article: Online Articles Are “Word of Mouth Advertising” on Steroids! 

Not enough time in the day to write your own articles? Polished Publishing Group (PPG) has a team of qualified online SEO writers who can help. Just provide us with a topic (i.e. How Online Writing for SEO Can Improve Your Search Engine Ranking) and a few related key words for that topic (i.e. improve your search engine ranking, blogging, search engine optimization SEO) and we’ll do the rest for you.

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PPG Book Publishing Website: http://www.polishedpublishinggroup.com/
PPG Publisher’s Blog: http://blog.polishedpublishinggroup.com/

As a user of this website, you are authorized only to view, copy, print, and distribute the documents on this website so long as: one (1) the document is used for informational purposes only; and two (2) any copy of the document (or portion thereof) includes the following copyright notice: Copyright © 2009 to [current year] Polished Publishing Group (PPG). All rights reserved.