Let me preface this by stating that while my day job revolves around Search Engine Optimization (SEO), I am by no means an expert.
I say that, and then this enormous monster post has a 15-minute reading time. I’m sorry? I hope it helps?
While I try to cover absolutely everything I can think of here, I encourage you to do further research. Google has some excellent resources available, and there are plenty of other guides out there.
Anyway, let’s get started.
⤝❖⤞
What is SEO and why is it important?
Search engine optimization is the process of molding your online identity so that you appear higher in search results for a given topic. Much of it revolves around keywords, which are the specific terms people use when searching for stuff.
It’s obvious why SEO is important: we want people to search for us and find our books and buy them! Most people only look at like the first ten results, and they rarely go to the second page of search results, so we need to be somewhere near the top.
While SEO takes more time to show results than paid ads, those results stick because you’re improving your organic search performance. Organic search is anything that doesn’t have a paid ad warning on it, and it is chosen by algorithms based on relevance to the given search term. These stay around for longer, and the more traction you get, the higher you show up on search pages.
Also, SEO is mostly free; you can pay for things, but you can also bootstrap it. And we looove free.
Now, let’s get into what SEO is all about for us writers.
⤝❖⤞
SEO will ideally start before you even release your book.
Here are some of the things you can consider before releasing.
If you are choosing a pen name, it must be unique enough that you are not going to be mistaken for anyone else. Get freaky with it. I’m lucky because my last name is very distinctive so I didn’t need to bother with a pen name.
Come up with a unique book title that will not get lost in the shuffle. I chose to use a numeral instead of “Nine” for 9 Years Yearning because most book titles do not have numerals. “Yearning” isn’t a common part of titles either. Eirenic Verses is also pretty distinctive.
You should set up a website right away and start developing a content backlog. The longer that your website has been in operation, the more trustworthy it is to search engines, and the more likely it will be recommended. Consistent posting schedules also bode well with Google.
Begin searching for keywords and targeting niche ones.
⤝❖⤞
Research valuable keywords and keep them in mind.
Head over to Ahrefs or Semrush and check out their keyword analysis tools. I prefer Ahrefs, but they both work similarly. Don’t worry – they both have free versions, so you don’t need to pay for anything just yet.
Now, pick a general keyword like “fantasy book” and see the synonyms it provides. Don’t target the ones at the top because these are super competitive and swamped with huge international companies. You won’t be able to rank for them, though you can still use them as you please.
Use the middle of the list for your copy, like blurbs, articles, landing pages, and so on. The more prominent the use (like in headers, meta descriptions, etc), the more likely you’ll rank. You should also use keyword-optimized subtitles as needed.
Pride Before a Fall has the subtitle “a low-stakes fantasy romance” based on my keyword research. I decided not to go with “gay low-stakes fantasy romance” because that’s a bit of a mouthful, and it’s already shelved in LGBTQ fiction.
Now, scroll down to the bottom of the list and pick out some that you can can base blog posts on. Look for long tail keywords, which are ones that are longer than a few words and typically involve a question. For example, a keyword might be “what is second-world fantasy.” You can then use this as a topic idea.
If you use WordPress for your website (which I am begging you to have), you can insert tags before posting. This is an excellent way to use keywords without making your content sound weird. Keywords also let you get discovered in WordPress Reader, so you’ll start to pick up some steam if you’re targeting those words regularly.
Be judicious with your keywords so that you don’t fall prey to keyword stuffing, which is when you just cram a million keywords into your content so that it sounds weird and fake. This will get you penalized by Google.
⤝❖⤞
Make a website.
Again, you should do this before you publish if at all possible. Get thinking, planning, and posting.
What do you need on your website? At the bare minimum:
- SEO-optimized front page that discusses your books and has links to your most important pages
- Author profile, with links to your socials and other accounts
- Books page, with links to all retail options
- Contact page with a professional email and form
- Blog page
You can also have character guides, country guides, glossaries, and so on. But the main draw is your blog page. It’s crucial to keeping your website relevant and improving your SEO.
Yes, that’s right. I’m sorry to tell you this, but you need to have plentiful, free content hosted in one place. Social media is ephemeral and should only be used to direct people to your site.
I know, I know – you want as much money as possible and it’s torturous to give stuff away. Like, damn, I’m doing all this for free? What the hell?
But people don’t like paywalls, especially for one website. Medium and Substack are one thing, but don’t go thinking you’re special enough for people to pony up for you and you alone.
More free content = more visibility = more name recognition = more sales.
Also, free sites are fine, but I do think that WordPress Business is helpful for writers – much more so than paying for ads. If that’s in your budget, then definitely consider it.
And also also, pick a short, memorable, and unique URL. Ideally focused on your book series or your name.
You know, like eirenicverses.com. But that’s mine, so you can’t have it.
⤝❖⤞
Post regularly on unique topics.
Because you’re an itty-bitty author with a small audience, you cannot try to fight with the big guys who have huge SEO budgets. As such, you need to think weird.
The more unique and interesting your content, the more likely it will do well. Cover niche topics that others aren’t focusing on. You can post things like how to build a character, how to chart a plot, etc, but just know they’re going to get smothered by bigger sites that have already covered that.
For example, one of my most popular posts is “Quality Assurance Checks for Character Development.” This is an unusual topic that I haven’t seen covered before, and it provides novel tests for characterization that I made up myself.
People clearly like that because it is well-organized, creative, and provides unique information they can’t find anywhere else.
Again, return to your keyword research and find the nichest keywords you can find. The really weird ones that it seems like no one is searching for. Then write about that.
Focus on things you’re passionate about whenever you can. I’m insane about writing, so making up a million blog posts about it is fun for me. The more you enjoy doing this, the more likely you are to stick with it and improve your SEO. Pick a posting schedule that works for you – it could be once a week or once a month – and schedule stuff out.
⤝❖⤞
Organize your content correctly.
This goes both for your website overall and individual pages. Set up categories and use keywords.
In content, use headers, spacers, and breaks as necessary. Use shorter paragraphs – no more than four lines. You should also add some blocktext, bullet points, etc, as this lets people read faster.
Many people use pictures as breaks, especially as they can then add keyword-optimized alt text. I don’t do that, but you’re welcome to if you want to.
Organization includes posting about relevant topics and keeping a good theme for your site. Do not post random things about your other hobbies, unless you can connect it to the main topic, as I do in my post about the connection between athletics and writing.
And please please please, do not use your Professional Important Writing Blog as your personal diary. Readers don’t care anywhere near as much about you as you think they do.
Though you’re free to get more personal in a newsletter, which is where all your bestie superfans hang out. You can learn all about me and my boring life every single Monday if you want!
⤝❖⤞
Practice good internal linking, and select good outbound links.
Try to ensure that every single blog post is linked to at least one other blog post. The more important it is and the more you want it to rank, the more frequently you should link it. Have internal navigation bars with all your main pages on them.
This can be rough, especially as your posts proliferate, but do try your best. Do a site audit with Ahrefs (which is free with an account) to see if you have any orphan pages, then find a way to link them.
When linking outside of your website (outbound links), choose quality sites, not spammy ones. Think academic articles, major publications, government sites, and things like that. The better your links, the more that Google trusts you.
Of course, link your books frequently. If you choose wide distribution (which I encourage you to), then pick links from different platforms every time.
⤝❖⤞
Sign up for Google Analytics.
If you choose to work with WordPress, it does come with native stats. However, these are often misleading because despite what they say, it does count bots. Anything you see from Mountain View, California, is probably a Google crawler.
So while WordPress stats are good, Google Analytics and Google Search Console are better. Here’s some of the things you can do with it.
Helps you identify what content is doing well. GA will list which pages get the most hits, which tells you what type of content your readers want. You can then align better with audience expectations. Additionally, you can revise content that isn’t doing well, such as adding more keywords.
Shows what websites are getting you the most clicks. This is especially important for social media because all of us only have so much time in the day and we need to focus our attention on the most valuable platforms. I do find that WordPress is a little better for this.
Identifies search terms people are using to find you. Direct searches for your book are excellent, but you can also find what type of keywords people are using that aren’t just your book title or name. You can then focus more on these keywords in your content.
Lets you submit sitemaps so you can get your pages on search engines faster. If you use WordPress, you can get a plugin that will generate a sitemap for you. You’ll then submit this to Google Search Console (connected to your Google Analytics account), and Google will update its listings for you faster.
There’s a million more things, and Google Analytics could be its whole own post. You should check out the documentation and read some guides to see how this supercharged tool can help you.
Also, don’t be discouraged if you don’t get a lot of stats to work with at first. GA takes time to track and collate things.
⤝❖⤞
Choose wide distribution.
I regret using KU at first, because the more websites have your book, the more sales you can get, and the more that your book is recommended to people.
In fact, you may get organic links from strangers that list new books in random places. For example, Googling my book name and title showed me some offhand mention of my book on Reddit.

Love that succinct list of the tropes actually, those are great.
This blog post by Dana Fraedrich discusses why Draft2Digital is so helpful, but it doesn’t really mention SEO. The more places you are linked and the more keywords that are associated with your book, the more likely you are to come up for relevant searches. Having your book mentioned on a lot of high-ranking websites gets you more attention.
Again, ensure you have a keyword-optimized blurb, as this will help you rank higher for relevant terms.
I have another post I will share later that discusses the importance of reviews for SEO, but if I added that, this will would be an entire book in and of itself. Reviews are good for SEO too. Just know that.
⤝❖⤞
Set up accounts on book-related websites, linking back to your website whenever possible.
The more authoritative sites that link to you, the better. In addition to listing sites, sign up for things like Goodreads, AllAuthor, Bookbub, Booksprout, Authoriview, Book Barbarian, and so on. Fill out your author profile and include a link to your site right up front and center.
People probably won’t click on it, but this is an inbound link informing Google that you are Very Important and Should Be Listed Higher.
⤝❖⤞
Get your content featured on other websites.
Having inbound links, also called backlinks, from quality sites provides link equity. In other words, you get to siphon off some of that website’s ranking power for yourself.
You’ll notice that when you search for your books, the first link is likely not your website but Amazon, Kobo, etc. As an example, this is what it looks like when I search for 9 Years Yearning:

But if your website is linked on that page, then your website gets link equity. (That’s another reason why wide distribution is so important.) Over time, as you attract more and more organic links, then your website will rank higher and higher.
Of course, these all come from wide distribution. You will also need to get other links that aren’t your listings.
This is more difficult because it requires networking and research, but it’s possible. For example, you might do editorial posts on a writing-related website, sign up for reviews from influencers, or use websites like Authoriview to post interviews.
While it’s ideal to have your own byline, guest posts (when you post under someone else’s name) can also be helpful. In fact, many people don’t realize that guests posts are often written by the very company or person that is recommended in the post, so they’ll think this is a super valid and trustworthy review.
Always ask to have links to your website and books in there, calling them out by name. If you’re writing the content yourself for other websites, then you can just insert it wherever you want. Remember to use keywords as necessary.
⤝❖⤞
Be patient and consistent.
SEO is not automatic; it takes months of regular work to get yourself out there. This is both because Google doesn’t immediately crawl every website in existence (though updating sitemaps speeds up that process) and because it doesn’t trust new websites as much as older ones.
When you’ve been posting on the regular for three to six months, you’ll start to see improvements. If you have chosen a unique enough name for your series, then you’ll get the blasphemous but vital feature in Google AI search:

The fact that Google gave a little nice review of my book comes from the fact that I paid to be featured on a review site ages ago. While I originally thought that was a waste of money, it improved my SEO so I’m pleased with it now.
As an aside, it’s pretty cool that Google cares more about me than an actual Greek word and part of the Bible (which does have “verses”).
The AI did get it a little bit wrong because Eirenic Verses is the name of the series, not the book. AI is pretty stupid, after all. Still, it gets my name out there if people search for that term.
In fact, people are indeed wandering onto my site from search terms like “eirenen” and “eirenic.” That little insight from Google Analytics is the reason why I wrote the post “Names in the Eirenic Verses.”
Consistency is essential to SEO. Do not disappear for months, because then you vanish from results unless you had bombproof SEO in the first place.
Post regularly. Set up a schedule. I have posts scheduled out four months in advance, and I keep having to push things back because I continue to write more content.
There is so much more that goes into SEO; it’s a trial-and-error process that requires continual updates and strategy changes. The company I freelance for has been doing this for over a decade and is still regularly changing their tactics based on competitor analysis, so don’t think this is a one-and-done thing.
But regardless, if you keep at it, you’ll start to see rich dividends: better than ads, better than spamming social media, better than running through town screaming your book name. I’m wishing you luck.












