The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing by Heather Lutze is a book that tells business owners how to set up a successful marketing campaign. And a successful campaign, these days, means having a website that can be found by Google and the other major search engines.
At first blush this would not seem to have much to do with writing books or even reviewing them. However, one important lesson pointed out by Lutze is that businesses often make the mistake of focusing on the macro rather than the micro. For example, a seller of TV sets may think it is easier to use internet ads with broad keywords (words that will be found by search engines) such as “TV seller” instead of “large screen plasma TVs.” But the broader terms often get lost in the back pages of search engine results; and 87% of those using search engines never look past page 3 or 4 of the results!
The lesson here is that instead of thinking macro/large, it is better to think micro/small or unique. For writers this may mean that the P.R. campaign for your new book should not sell it as THE NEXT BIG THING, or attempt to sell you as the second coming of THE BIG AUTHOR that readers already know quite well. Besides, those references to already published big books and authors are going to get lost in the back pages of search engine results. Who’s going to read you – and feed you – when you’re on page 64?
What does this mean for book review bloggers? Maybe it’s fine to occasionally review a new book by a currently unknown author, one who has published his/her first novel or work of non-fiction. If you write a review of Susan New or Joe First-Timer, your review will certainly be more easily found than the 700th review of the new book by Mr. BIG AUTHOR, who has already sold 80 million copies. And one other thing, if you write about a BIG subject, like the biggest books written by the biggest authors, what is it that you’re going to say that is unique and that hasn’t been said by the major media publications? The answer is, probably, not much.
Contra, if you’re an early adopter and reviewer of a new and rising author, you’re likely to build a lasting and long-term relationship with him/her and his/her publisher. Further, it is guaranteed that every friend, family member and acquaintance of the new author is going to read your review; something quite unlikely to occur with your review of Mr. BIG AUTHOR. (What satisfaction is there in writing the least read review of a new book?)
In summary, while The Findability Formula is a book that was intended to guide business owners rather than writers, book reviewers or bloggers, it offers everyone valuable lessons on how to use the right search engine approaches (including keywords and tags) to get people to read what you write. It’s a guide book that’s worth purchasing unless you elect – in this age of the internet – to write for just yourself, your mother and your faithful dog.
Reprinted and adapted from the Troy Bear blog. Originally posted on May 21, 2009.