Did you know that approximately 9% of consumers searching for a specific eBook title end up buying a different title? It makes sense. If you can’t find the book you want, or if you search for it and it doesn’t appear, you'll often buy something similar--perhaps about the same topic or a different title by the author of the book you were originally looking. And this is exactly why optimizing your metadata for eBook discoverability and SEO is so important. Without it, you're missing out on large numbers of people who are looking for a specific title but may also buy yours because it's similar.
Fortunately, optimizing your eBook metadata for discoverability isn't difficult. The trick is to balance meeting the requirements of the search engines with creating language that will engage potential readers.
No Pandas in the Amazon
I thought about calling this post "There are no Pandas in the Amazon," but that might be a nerd step too far. Amazon’s algorithm is far more simple than the Google algorithm. It hasn’t released tough new versions designed to weed out spammers or prevent linking and black hat strategies. Amazon has one goal, to try to sell the user something, anything. They do this through best matching their needs and predicting what they want based on previous purchases. This could be your eBook, it could be a pencil case.
Making sure your eBook is discoverable:
Categories: Research your categories, assess if you could be number 1,000 in Non Fiction: Biography: Sport or number 10,000 in Non Fiction: Biography General or number 20 in Sport: Cricket: Biography. It will impact your sales ranking, it will improve your listing drive sales and boost visibility (and discovery)
Keywords: Research your keywords and phrases, ensure your core, descriptive and enhanced metadata are enriched with these terms. If you have a book about cricket, you'll want to include similar keywords along the lines of "European sports," or perhaps "European sports in America," if you're looking to reach Cricket enthusiasts in America. Also be sure to use author names, locations, series names, titles and subtitles to ensure the potential reader or customer can find you.
Think like your customer: Think like a human being. Search engines like Google are smart and only getting smarter. Increasingly, they can understand things like context and what you meant, as opposed to what you actually typed. So, for example, if do a search for "One Hundred Years of Solitude" but type in "100 years of solitude," you'll still get the correct result. In this example, you'd be wise to include both version of the title.
This is also a good reason to revisit your metadata and SEO and update it. Say, for example, there's suddenly a rising star in the world of Cricket. If this player were getting enough buzz, it'd would be a good idea to update metadata and keywords in any books you have about cricket to include his name.
Linking: Link to your eBook on Amazon from your site, from your Facebook page, Pinterest account, YouTube channel etc build traffic and drive customers. The Amazon algorithm wants to bring consumers to the right item; it wants to sell to them as much as you do. It’s not personal, it’s just maths.
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