As “marketers,” it’s a big part of our job to get more readers, but as you probably have discovered, that’s often a challenge. With so many books and so many titles competing for the same attention, setting yours apart from the pack can be hard.
On the flip side, what if you have a book with limited attention, because your topic isn’t wildly known? How do you drive attention to a book about something that doesn’t have top of mind awareness? The good news is, it’s totally possible. And I’m going to tell you how!
Amazon keywords are a great tool that is often underutilized by authors. By using them correctly, you can draw potential readers to your topic and, in turn, sell more books. And, that’s your main goal as an author. The catch, if you can call it that, to this tool is that you have to know how to use it. The “trick” to this process lies in understanding the needs of your customer.
Consider the steam mop. Ever heard of it? Well if not, you may want to get one. Unless you want to keep cleaning your floors with a regular mop that doesn’t kill germs. Who wants that? And, did you know that you can also clean carpets and rugs with a steam mop?
See what I did there? I got you to go from “What the heck is a steam mop?” to “Well, yeah, I want to keep my floors germ-free!”
The idea here is that you need alignment and that’s where your keywords can take you. Alignment is the idea of bringing two ideas together that may not be obviously related, and then connecting them to sell your idea; in this case, your book.
But first, you need to find out where it hurts, the problem that needs to be solved.
Recently I was doing an Amazon optimization for a book about managing Lyme Disease. Now this is kind of a tough market, because it’s not a big one. There aren’t a ton of Lyme Disease books on Amazon. Reduced competition sounds great, right? In reality, especially Amazon reality, it’s not so great in this case, because any books related to hers have a high sales rank. The bigger the number the lower the number of books sold.
So as I was working on this optimization, it was not as worthwhile to go after “Lyme Disease” as a key word. Instead, I dug deeper into the illness itself and discovered that it’s often shows up as “other” issues—including thyroid problems, arthritis, and other ailments that people often search for. The end result was that I presented the author with a set of keywords that tied the book to those issues. By doing so, we can boost the overall bounce of the book on Amazon and get it in front of readers who may want to consider other options for disease management.
The thing about this strategy, and this is specific to non-fiction, is that you really need to make sure that your book description matches this train of thought. In the Lyme Disease author’s case, I suggested she update the book description to include these other ailments, with the goal of a reader seeing it and saying: “Oh, I hadn’t considered that!”
I followed this same process with a book about teen bullying as it relates to teen suicide. Now there are two things we Americans never like to talk about: death and if we’ve saved enough for retirement. But this author had put her book in the death/suicide category and used these keywords. Needless to say, her book wasn’t doing well. So instead, I suggested that she switch the book to the “teen health” category, which had very few competing titles in it that had great sales ranks. Note: that’s the difference between low numbers in a category or keyword search. If you have low competition and a low sales rank (low means you’re selling a ton of books) that’s golden! Additionally, I shared my thought that she remove all references to “death” and “suicide” from her keywords and instead focus on how parents might be interested in her message. We used new terms like “bullying” and “helping my teen,” which were far more popular.
The key idea here is that your book becomes the end of the road, in terms of their needs. Whether they are looking to be entertained, educated, or enlightened, your book is what they need. However, in order to get them there, you have to meet them much earlier down their path of discovery. Most authors choose keywords, book descriptions, and categories that are too far down the road to reach their readers, that is, too close to the end decision. If you can get to them earlier, you can present your book to them and gain new readers. You’d be surprised how well this works.
And while it’s a tad less obvious, the same is true for boosting visibility of any fiction book. Tying your book to ideas that readers may be interested in – like paranormal elements, specific settings, or other book attributes can help you gain more real estate in those vital search areas.
Understanding Amazon’s Search
So now that we know we need to align ourselves more with the needs of the reader, let’s brush up on how to search. Because Amazon’s search function has also changed.
First, if you’re doing a keyword search on Amazon (to find keywords for your KPD dashboard), I suggest by starting on the Kindle side of the Amazon website. Because not every search is created equal and searching “mystery and suspense” on the main Amazon site instead of digging down into the genre specifically, will net you very different (and largely inaccurate) results. Additionally, searching on the Kindle side of Amazon will give you a much more accurate assessment of keywords. Why? Because so many books are eBook only, that side of Amazon is denser than their print book side.
So first select Kindle Store from the dropdown, leaving the search bar blank, and click the orange search button.
Then select whatever genre you’re in. For this test, let’s use “Mystery, Thriller & Suspense.”
Now right under your genre you’ll see more drop downs, I suggest picking one from this list and, if appropriate, pick one that isn’t too packed with books. So that might be Crime Fiction or Suspense. But again make sure that your book fits into this segment of your genre.
Once you’re there just start typing in your keywords into the search bar, as you start to do this Amazon’s intuitive search will begin to drop down suggestions. Not all of these suggestions are going to be ones you’ll use, but they are certainly a good start.
Ideally you want your keyword string to match the following criteria:
Ultimately, selecting the right keywords can be a fun challenge. And while it’s not an exact science, I think you’ll find that by following these steps, you’ll be able to get some really strong keywords to give your book a boost. And the good news is that you can constantly refine it. Not seeing a big sweeping change within several weeks of updating your keywords? Take a few minutes to revisit them. In fact, I would recommend giving your Amazon keywords and book description a quick tune up once a quarter or so. Not only does Amazon periodically come up with new categories, but what’s trending changes too. Additionally, you may have new review blurbs that you want to feature, or upcoming book promotions you want to include. So while selecting the perfect keywords is sort of an art form, you can also have some fun digging deeper into your own book to expand your audience. Good luck! I’d love to hear how it goes!
Penny C. Sansevieri, CEO and founder of Author Marketing Experts, Inc., is a best-selling author and internationally recognized book marketing and media relations expert and an Adjunct Professor with NYU. Her company is one of the leaders in the publishing industry and has developed some of the most cutting-edge book marketing campaigns. She is the author of fourteen books, including How to Sell Books by the Truckload. AME is the first marketing and publicity firm to use Internet promotion to its full impact through online promotion and their signature program called: The Virtual Author Tour™
To learn more about Penny’s books or her promotional services, you can visit her web site at http://www.amarketingexpert.com. To subscribe to her free newsletter, send a blank email to: mailto:firstname.lastname@example.org
Copyright @2016 Penny C. Sansevieri
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