Tag Archives: T-Shaped Marketing for Authors

A Shortlist of Google’s Top Ranking Factors … an Excerpt from Search Engine Optimization (SEO)

Enjoy this excerpt from the upcoming sixth installment of the T-Shaped Marketing for Authors mini ebook series. Coming soon to an e-reader near you…

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Throughout this T-shaped marketing ebook series, in several of my past blog posts, and in many of my other books, I’ve referenced the following six ranking factors that will help you to improve your website’s SEO. Improving your SEO is crucial to your success as an author because it will help you to attract more readers and sell more books. How do I know these things work when applied with a consistent focus? Because I’ve watched the PPG Publisher’s Blog increase from a mere 1,000 registered users in early 2017 to over 5,000 a short year later (and still growing) by doing all the things I recommend to you. I’ve also seen downloads of my backlist books on ecommerce sites such as Amazon, Kobo, and E-Sentral collectively increase from under 5 books per month to over 300 per month on average (and still growing) within the same time period. That’s my firsthand experience with this to date. I also regularly read the research published by SEO industry leaders, such as Moz, which has guided me in building my book business so I can guide authors like you in doing the same. In short, this stuff works!

  1. Publish relevant content on a consistent basis:
     . 
    Blogging is one of the best ways for you to stay engaged with your current and prospective readership; and, the more often you post something new online, the more points Google will award to your blog site thus improving its SEO. But you should know that Google is far from being the only search engine that rewards new content. Amazon and Kobo do, too, as mentioned in this book. Want to dramatically increase your SEO over the next year? Start posting relevant content on a consistent basis that pleases all these search engines.
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  2. Build a high number of relevant backlinks to your website:
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    In addition to blogging, I’ve also mentioned how legitimate book reviews, guest blogging, and content syndication can be used to increase the number of relevant backlinks to your website. This, too, is worthy of a higher ranking in Google’s eyes thus improving your SEO.
     . 
  3. Protect and improve your SEO with proper HTML coding (REL=CANONICAL and META NOINDEX tags):
     .
    While guest blogging and content syndication are both fantastic ways to improve your own website’s SEO, they can also cause duplicate content issues if too much of the same copy is being reused on different sites without due care. This is where implementing REL=CANONICAL and META NOINDEX tags can come in really handy as discussed in the HTML Coding for Beginners T-shaped ebook.
  4. Attract regular click-through traffic to your website:
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    It stands to reason that the more content you post, the more backlinks that redirect to your site, and the higher your SEO ranking grows, the more traffic will find its way to your website and click on it. You want these people to stay there as long as possible. If they only click once and then leave, that’s called a bounce; but, if they click on a few different pages and stay there for a while to read things over, that’s called a click-through. A high bounce rate may affect your SEO negatively while you’ll garner more SEO points via an increased click-through rate—all the more reason to ensure your website contains relative and enticing content people will want to stay there and view.
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  5. Encourage more social media activity and shares (e.g., Facebook, Twitter, LinkedIn, and YouTube):
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    I dedicated an entire book, titled Successful Selling Tips for Introverted Authors, to teaching authors how to utilize social media marketing as part of your online sales strategy. Did you know social media activity is one of the things Google rewards that can help to improve your SEO? Well, it is. And certain social media sites will earn you more points than others, so I’ve learned. For example, did you know YouTube is owned by Google? Now that you know, you may be more inclined to start posting more video content on a regular basis.
     
  6. Make sure your website is mobile-friendly:
     
    On March 26, 2018, Google went live with its new Mobile-First Index. According to Google, “Mobile-first indexing means Google will predominantly use the mobile version of the content for indexing and ranking. Historically, the index primarily used the desktop version of a page’s content when evaluating the relevance of a page to a user’s query. Since the majority of users now access Google via a mobile device, the index will primarily use the mobile version of a page’s content going forward. We aren’t creating a separate mobile-first index. We continue to use only one index.” If you want to know how to ensure your own website is mobile-friendly, be sure to pick up a copy of the Mobile Marketing T-shaped marketing ebook for some great tips.

Although I’ve written and spoken about the above six SEO ranking factors before, I’ve never discussed the below six. We’re going to review them in this book because, according to Searchmetrics Ranking Factors, they are some of the strongest factors that were found in all the sites surveyed that ranked in the top 10 Google search results:

  1. Protect your website’s security with HTTPS (SSL security certificates).
  2. Include attractive images and easy-to-read fonts in your website’s main content area to encourage more time on the site.
  3. Increase Pinterest activity.
  4. Increase Google+1 activity.
  5. Ensure you have a strong local SEO (e.g., free listings in business directories such as Google My Business, White Page, Yellow Pages, Yelp).
  6. Answer industry-related questions on your blog to encourage featured snippets inclusion (as briefly mentioned in the Pay-per-click (PPC) Advertising T-Shaped ebook).

As you can see, there are even more things you can do to improve your SEO that will be covered in this latest T-Shaped Marketing for Authors mini ebook. Do all these things, and the end result will surely be an increased readership and more book sales for you. Now, let’s dive in a little deeper to learn more….

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I hope you enjoyed that little excerpt. Watch for the book this coming month on Amazon, and a couple of months later on both Kobo and E-Sentral.



T-Shaped Marketing for Authors | Exclusive Kindle Edition

It’s FREE worldwide for five days on Amazon’s group of sites:
https://www.amazon.com/dp/B06XRJZCCX
Download your copy TODAY!

It’s FREE worldwide for five days on Amazon’s group of sites: https://www.amazon.com/dp/B06XRJZCCX. Download your copy TODAY!

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.

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.