I write in a small niche.
I’m one of the top writers
in that niche.
Yet my books
don’t rank first
when readers search on
the relevant keywords
on Amazon.
Why?
Because there are writers
willing to lose money
on ads
who target those key words.
I DO show first
when readers search
on my pen name, however.
That’s a keyword
I’m determined to own.
“For most of the magic words
that nascent marketers
seek to do well on,
there are millions
and millions of matches
in the search engines.
And many of the folks
on top
are bending more rules
and working harder
on this trick than
you’re likely
to be able to match.
The alternative?
Own your word.”
Unless you have plenty
of marketing dollars to spend,
you likely won’t ‘own’ a generic keyword.
Ensure, however,
that you ‘own’
your company/product names
as keywords.