Making a Website and Leveraging SEO
What is SEO and why should writers care?
SEO is an acronym for “search engine optimization.” When authors talk about SEO they are usually referring to whether people can find them or their work through a search engine like Google—the search engine giant as of 2022. Being easy to find online through a search engine can open up work and publicity opportunities. Consider a scenario where someone is organizing a panel for a conference, and a mutual connection mentions you. The person organizing the panel googles your name, and because you appear on the first page of results they find your work, CV, and contact information in a few clicks. If you don’t appear in the search results, it’s not a deal breaker, but you may fall to the wayside in favor of someone more accessible.We’ll Be Talking About:
- Why you have to consider your online presence.
- An activity where we audit your web presence from an SEO perspective.
- Incorporating key search terms into your web presence.
- Creating accessible and SEO friendly web pages.
- Building links to improve your web presence’s SEO.
I don't want to be online at all. Is that doable?
I applaud your skepticism, fellow luddite. I am a reluctant web developer myself. Alas, it is much harder to have a writing career without an online presence these days. You may miss out on professional opportunities, and some publishers will expect you participate in marketing your work.You must also consider that people will likely search for you whether you want to be found or not. Someone else with the same name may appear on the Google search results page. Are you comfortable ceding that space to them? I would argue it is worthwhile to have a simple web page up just to keep someone else from claiming your online identity. Web presence can certainly feel like a chore.
Alas, even if you are not interested in the internet, the internet is interested in you.
Activity: Let’s do a quick SEO audit!
Take a moment and google your name. If possible, turn your browser to “guest” or “incognito” mode to see what comes up when Google isn’t serving you customized results. This is what people see when they try to find you online. What’s coming up? Your publications? Your social media? Your website? Or is it someone else? Here are some SEO scenarios to consider.Scenario 1: The only thing that comes up are my social media accounts.
This is common and not a problem if you note your profession and include a link to your website in your bio. In fact, if you’re on the first page of Google search results at all, consider that a win! You are findable.
Times have changed, and people most people don’t care that you went to a rave in 2009 or that you have some bikini pictures on Instagram. The main question is, are you comfortable with this being the introductory glimpse to your life? For example, if you spend a substantial amount of time blasting people on Twitter with your spicy political takes, it is worth considering if that’s going to alienate professional connections.
Scenario 2: Someone with the same name as me has popped up, but they are in a different profession.
This is also common and not inherently a problem. Presumably people know they are looking for the person with your name who writes. There’s room for you to share the first Google page with a real estate agent alter ego so long as you clearly signal your profession.
Scenario 3: My name doesn’t appear at all on the first, second, or third pages of Google.
If you have minimal online presence, this is typical and usually solvable. More on that later.
Scenario 4: I have a very common name or share a name with a celebrity. I don’t even appear on the first, second, or third pages of the search results.
In this case, a reasonable goal would be to appear on the search “*your name* writer” or “*your name* poet.” Most people understand it’s a rough go on the internet for people named Paul Smith or Jennifer Lopez.
Scenario 5: I share a name with a more famous writer, and I am buried beneath their results.
First of all, I’m sorry, Amy Tan of Wichita. Your parents have made things difficult for you. You might consider rebranding yourself with an initial (you are now A. Laura Tan) or emphasizing your specific genre. If there was a time for a pen name, this may be it. It will be a pain explaining your legal name is different to every publisher you work with. On the other hand, explaining that you are a different Amy Tan to every publisher will also be a pain, so pick your poison.
Head over to the next section to learn more about building your web pages.
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