7 Quick and Dirty Link Building Tips for Authors

I’m pretty new when it comes to ebook publishing, but I’ve been making a living from my websites for the last six years, and I’ve had to learn a thing or two about search engine optimization along the way (yeah, it’s about as scintillating a topic as it sounds). SEO is the art (or scheme, depending on who you talk to) of making your site rank more highly in the search engine results.

It works a lot like your sales ranking at Amazon. A high ranking means people find your site/book and check it out. Anything off the first few pages means you’re languishing in obscurity. If that’s the case when it comes to your author site or blog, you’re probably getting a small amount of visitors, either from your promotional efforts on social media sites such as Twitter or from somewhat random “long tail” keyword terms that a smattering of people type into Google.

Link building, AKA gradually getting more people to link to your site over time, is the tried and true way to improve your search engine rankings and get more traffic from Google, Yahoo, etc.

Here are seven things to keep in mind when you’re working to acquire links:

1. Get as many one-way links to your site as you can

I recently saw a post in one of the ebook forums where an author wanted to swap links with lots of other author buddies to increase… I’m not sure what he hoped to increase. Book sales, I guess. If you want to maintain a blogroll and link to related sites as a resource for your visitors, then by all means do so, but link exchanges don’t get you far with the search engines these days.

What you want is one-way links to your site, meaning someone links to you and you don’t have to link back. Two ways to achieve this are through guest blogging and article syndication. If you can get interviews or reviews from book bloggers, these can also be sources of links. There are others. Be creative.

2. Anchor text, anchor text, anchor text

This is huge in SEO, and I don’t see many authors using it. Anchor text is the clickable words in a link. One of the ways search engines know what your site is about is through the anchor text people use when linking to your site (back in the day, people used to write a whole bunch of spammy pages that repeated the keywords they wanted to rank for over and over, so these days it’s not just about what you write on your site but what others say you write).

Anchor text that sucks:

https://www.lindsayburoker.com

http://www.amazon.com/The-Goblin-Brothers-Adventures-ebook/dp/B004FPYPSO/

These “naked” links don’t tell the search engine much.

Anchor text that sucks less but still isn’t preferable:

Lindsay Buroker

The Goblin Brothers Adventures

Why? Because next to nobody is Googling my name or my book. If they were, I’d be making a living as an author by now.

The problem we all have starting out is that nobody knows who we are. They’re not finding our books, and they’re not finding our blogs, because they’re not looking us up by name. We want our pages to appear for things people are looking for.

Anchor text that wouldn’t suck for my sites:

Ebook publishing

Kids ebooks

Why? Because that’s what these sites are about, and those are terms people actually type into the search engines. (We’ll talk later about how to find out what people are typing in that’s related to your genre or niche.)

I know that when it comes to getting a book review, you may not have much say in the anchor text department (hey, you’re just tickled someone is reading your book and writing it up!), but with guest blogging and especially article syndication, you can usually write your own links into the content and make sure the anchor text says something good.

3. Not all links are created equal

We all have limited amounts of time in the day for marketing our books and our blogs. If it’s possible to guest blog at a popular site, it’s going to do more for you than posting on another author’s site that’s just as obscure as yours. The search engines give more weight to links from “authority sites” (older, established sites with lots of incoming links).

Check the Alexa ranking of a site and compare it to your own to get a feel for the amount of traffic its getting. If it’s a blog, look at how many months of archives are over in the side. See how many people are commenting on posts.

If you go through the effort of writing a guest post, you want to make sure someone’s going to see it!

4. Get deep links (links to the back pages of your site)

Most people only worry about getting links to their front page and maybe the page where they highlight their books. But if you have a blog, you have lots of pages, and some of them might be filled with great informative content that you want people to find.

For example, one of my more popular pages is the Ebook Publishing Primer, and people find it via terms such as “kindle ebook publishing.” (If you don’t know which of your pages are popular and how people are finding them, sign up for Google Analytics.) Since the page has become relatively popular without me doing anything, think how much traffic it might get if I worked on getting keyword-rich links to it.

5. Don’t waste your time commenting on people’s blogs for “link building purposes”

While it’s absolutely fine to comment on blogs (please comment on mine if you like this post!) as a way to build relationships with other authors and industry people, don’t make this your link-building strategy. Links in blog comments are usually “no-follow,” meaning the search engines won’t pay attention to them. (There is an exception: some WordPress bloggers install a plug-in called KeywordLuv, which makes those links count, but generally you’ll be better off spending your time on other tactics.)

6. Don’t waste much time on directory submissions either

Back in the day, you used to have it made if you could get a link from the DMOZ Directory because it was used by Google and syndicated on a zillion other sites. Times have changed though.

Links from directories and “link farms” don’t count for much. Links in the content of the page are best (i.e. smack in the middle of someone’s blog post), and, all other factors being equal, the fewer other links sharing the page with yours the better.

That said, it only takes a few seconds to submit your site to the major directories (i.e. Yahoo, DMOZ), and it can’t hurt to get a link from them (these links tend to be slow coming these days though). You can also look for niche directories related to your site and submit to those. Don’t spend a lot of time on this though. Also it is not worth paying for someone to do this for you.

7. Write content that people want to link to

This last one is easier said than done. Like… write a good book, right?

But some posts are more likely to attract other people’s attention than others (we all like to share good finds, so we tend to link to those posts from our own sites).

Here are a few “linkable” types of blog posts/articles:

  • Guides and helpful information
  • Things that are cool and/or funny
  • Posts that have an answer to the eternal “what’s in it for me?” question (i.e. Contests/Giveaways)
  • Inspirational posts (one of my other popular posts is the “Thriller Author Makes $620 a Day Selling Kindle Ebooks” one)

Whew, that’s seven! This ought to be enough to keep you busy for a while.

Just remember that link building isn’t like buying a sponsorship on Kindle Nation. It’s not going to shoot your blog to the #1 position for “romance books” in a week. It’s something that will gradually increase the amount of traffic coming to your site. The great thing about it is that links are usually permanent, so the efforts you put in over the coming months will keep paying off for years to come (less true of something like Twitter where your “tweet” is off people’s radars within hours or maybe even minutes).

Good luck!

Posted in Blogging | Tagged , , , , , , , | 6 Comments

The Emperor’s Edge Ebook Excerpt for #SampleSunday

Since I blogged about Twitter’s #SampleSunday last week, I’ll try uploading a portion of my ebook this week and see if anyone pops by. (Come on, you know you want to!)

The Emperor’s Edge is a high fantasy adventure in an era of steam. It’s available at Amazon, Barnes & Noble, and Smashwords.

Excerpt:

Amaranthe woke in the middle of the night with her heart slamming against her ribs. Fleeting memories of a nightmare dissipated like plumes of smoke from a steam engine. All she remembered was something dark chasing her, emitting a horrible, unearthly screech.

The sound came again. She frowned with confusion as dream and reality mixed. Had the screech been real or was she still sleeping?

She sat up on the cot. The wool blanket pooled around her waist. Darkness blanketed the room, though she could feel heat radiating from the nearby stove. She sat motionless and listened.

At first, she heard nothing. Deep in the industrial district, the icehouse neighborhood saw little traffic at night, and silence stretched through the streets like death. Then another screech shattered the quiet. Amaranthe cringed involuntarily; it jarred her nerves like metal gouging metal. An eerily supernatural quality promised it was nothing so innocuous. And it originated nearby, within a block or two.

Thinking of the bear-mauling story in the paper, Amaranthe slid off the cot, reluctant to make any noise. She managed to thump her knee against the desk. So much for not making noise. She groped for the lantern and turned up the flame. The light revealed her neat pile of boots, business clothing, knife, and the box containing her savings. She tugged on the footwear, then grabbed the weapon and lantern. When she opened the door, it creaked. Loudly. She hissed at it in frustration.

On the landing, she glanced around, hoping Sicarius would step out of the shadows. The vastness of the dark warehouse mocked her tiny light. The floor was not visible from the landing. When Amaranthe leaned over the railing, her light reflected off exposed ice, mimicking dozens of yellow eyes staring at her.

Another inhuman screech cut through the walls of the icehouse. It echoed through the streets and alleys outside, surrounding and encompassing. In the distance, dogs barked. The hair on her arms leapt to attention. She shivered and clenched the handle of the lantern more tightly.

“Help!” came a male voice from outside. “Anyone!”

The nearby cry startled Amaranthe. It sounded like the speaker was directly in front of the icehouse.

She crossed the landing, her boots ringing on the metal. A pounding erupted at the double doors below.

“Is someone there?” the voice called.

“On my way!” Amaranthe hustled down the stairs.

He had to be trying to escape whatever was hunting the streets. The doors rattled on their hinges.

“It’s coming!” he shouted.

Amaranthe took the last stairs three at a time. She slid on sawdust when she landed at the bottom, recovered, and ran to the doors. She reached for the heavy wooden bar securing them.

A deafening screech sounded right outside. Amaranthe jerked back.

On the other side of the door, the man shrieked with pain. She wanted to help, to lift the bar, but fear stilled her hand. Armed only with a knife, what could she do?

Coward, you have to try.

She yanked her knife from its sheath. Outside, the cries broke off with a crunch. She reached for the bar again.

“Stop.”

She froze at the authoritative tone of Sicarius’s voice.

“Someone’s dying out there,” she said, more out of a sense of obligation than a genuine desire to open the door.

Sicarius walked out of the darkness beneath the stairs. If he had been sleeping, it was not evident. He was fully dressed and armed.

“He’s already dead,” Sicarius said.

Amaranthe forced her breathing to slow and listened for activity. She had a feeling Sicarius was right.

Footsteps crunched on the snow outside, but they did not sound human. They were too heavy. The crunching stopped, and snuffling replaced it. The door shuddered as something bumped it. Amaranthe backed away. The snuffling came again, louder and more insistent.

She continued backing up until she stood beside Sicarius.

“Are we safe in here?” she whispered.

“No.”

“Oh.” Better to know now than later, I suppose.

The door shuddered again, louder this time.

“It’s coming in, isn’t it?” she asked.

“So it seems.”

Amaranthe searched for escape routes. If she ran up the stairs and climbed onto the railing, she might be able to pull herself up into the rafters. From there, she could crawl along the network of steel beams and supports to the high windows. If she performed an amazing acrobatic feat, she might be able to kick out the glass, then swing out and climb onto the roof. Good, Amaranthe, that works for Sicarius. Now how are you going to get out?

She remembered the grates and the stacks of ice stored beneath the floor. She shoved aside sawdust and found an entrance. The inset handle required a twist and pull that only someone with thumbs could open. She hoped that thing out there had nothing of the sort.

“You coming?” she asked over her shoulder.

“It’s cramped down there; a poor place to make a stand.” Sicarius’s gaze drifted toward her, then toward the windows and up the stairs, as if he sought an alternative.

The creature slammed against the door. A hinge popped off. Wood splintered. Only the bar kept the door standing. And that would not hold long.

“Fine,” Amaranthe said. “Let me know how it goes up here.”

She grabbed the lantern and climbed down the ladder. She paused to close the grate. Sicarius appeared and caught it before it fell. He waved for her to continue down, then slipped in and secured the grate behind him.

“I thought you might change your mind,” she said.

A crash came from above—the sound of the bar shattering and the door collapsing. Feet or paws or something like padded through the sawdust.

Amaranthe wished she knew what the creature looked like, specifically if it had digits that would allow it to turn the handle to their hideout. Or if its strength might let it rip the grates open without bothering with a handle. She shivered. Maybe she should have tried the window route.

There was not much room between the stacks of ice and the wall. A block pressed against her shoulder and numbed her arm. She wished she had grabbed her parka.

The footsteps altered pitch as the creature moved from solid floor to the grate. Tiny flecks of sawdust sifted through. With the darkness above, Amaranthe could not see anything through the tiny gaps in the metal. She could only hear the creature. Sniffing.

Sicarius faced the entrance, his back to her and the lantern. Neither of them spoke, though there was little point in silence. It knew where they were.

The scrape of claws on metal replaced the sniffing. Slow and experimental at first, the noise then grew faster, like a dog digging under a fence.

When claws slipped between the gaps in the grate, she sucked in a breath. It was the span between them that unsettled her. No animal she had ever seen had paws that large.

She lowered her eyes and stared at Sicarius’s back, the steady expansion and contraction of his rib cage. The air felt tight and constricting, and her own breaths were shallow and fast. She tried to emulate his calm. After all, he had not drawn a weapon. Maybe he knew they were safe. Or maybe he knew fighting the creature was pointless.

Above, the clawing stopped. Nothing moved.

A soft splatter to Amaranthe’s right made her jump. At first she thought it had come from the ice above, a drop melting. But it steamed when it hit a block. Another drop struck the back of her hand. As hot as candle wax, it stung like salt in a cut. Not melted ice, she realized. Saliva.

Slowly, she looked up. More drops filtered down. Puffs of steam whispered through the grate—the creature’s breath, visible in the chill air. Two yellow dots burned on the other side of that fog. Eyes reflecting the flame of her lantern.

Amaranthe sank into a crouch and buried her face in her knees. She closed her eyes, willing the thing to go away. A drop of hot saliva hit the back of her neck.

Time seeped by like molasses. The footsteps finally started up again. They padded away and moved beyond the range of her ears.

For several long moments, she and Sicarius hunkered there, between the wall and the ice. The cold bit through Amaranthe’s night clothes. Her teeth chattered and she shivered. She held her hands close to the lantern, but it gave off little heat.

“Is it gone?” she asked.

“Impossible to tell,” he said.

“Well, I’m freezing. Either one of us is going to have to check or we’ll have to start cuddling.”

Sicarius climbed the ladder. He opened the grate, peered out, then disappeared over the edge.

“There’s something wrong with a man who chooses to face death over cuddling with a woman.” Amaranthe grabbed the lantern and followed him out. “Of course, there may be something equally wrong with a woman who goes after him instead of waiting in safety.”

Once up top, she left the grate open in case they needed to jump back down in a hurry. She looked for Sicarius, but her light did not illuminate much of the icehouse. Snow falling outside the broken-down door caught her eye. The body had been dragged to the side, and only an arm remained in view. Amaranthe swallowed.

“It’s not inside,” Sicarius said.

He stepped out from behind the ice stacks carrying a couple of boards. He resealed the door as much as the warped hinges would allow. The splintered wood did not make a reassuring barrier. Sicarius threw the old bar—now snapped in half—to the side and replaced it with the boards.

“Maybe we should go out and check on that man. See if…” He’s dead Amaranthe. You were too late to help.

“I wouldn’t,” Sicarius said.

He was as cool and emotionless as ever, but his unwillingness to leave the building concerned her. If, with all his skill, he did not want to confront whatever stalked the streets, who else could?

~ * ~

Grab the ebook for $2.99 at Amazon, Barnes & Noble, and Smashwords.

Posted in My Ebooks | Tagged , , , , , | 9 Comments

Ebook Fantasy Author to Hit over $100,000 in Earnings This Year

A couple weeks ago, Smashwords posted an interview with one of their star authors, Brian S. Pratt. I didn’t write about it at the time, since I’d just posted about Joe Konrath making over $600 a day from his Kindle sales. How many success stories do y’all want to hear, anyway?

But I thought this might make for some inspirational Christmas reading, especially since Mr. Pratt has something of a rags to riches story. He wasn’t an established print author when he turned to ebooks, and he was living below the poverty level until recently. Now his fantasy ebooks are selling all over the place. (Since I’m a fantasy author myself, it’s nice to see my genre doing well out there!)

Here are a few quotations from the interview:

Last quarter, he earned over $18,000 from sales across the Smashwords retail distribution network. This quarter, with three weeks to go, he’s on track to break $25,000. He’s on track to earn over $100,000 in 2011 at Smashwords, and up to $200,000 total when he includes his projected Amazon sales.

His writing style is completely his own, and any New York editor would surely bristle at the rules Brian breaks. His most popular series, The Morcyth Saga, is written in the present tense (though he changed to past tense for subsequent series). It’s no wonder that after years trying to land an agent and a publisher, he faced unanimous rejection from publishing experts…Today, Pratt has 17 books at Smashwords, and we distribute the books to Barnes & Noble, Apple, Sony and Kobo, as well as to online mobile app catalogs of Stanza and Aldiko.

Make sure to check out the rest of the interview for information on how he advertised, how he used a free ebook to kickstart other sales, and his answer to the “What three secrets to success would you share, and why?” question.

Posted in E-publishing, Ebook News | Tagged , , , , , , | 1 Comment

Where to Upload Your Free Ebooks

While there’s some debate going about whether offering a free ebook is a good marketing tactic, you may want to give it a try for yourself.

So far, I’ve got Ice Cracker II up at Feedbooks and Smashwords, where it’s gotten quite a few downloads. I’ll try some other sites as time permits, but, for now, here’s a short list of sites.

Where to Publish Your Free Ebook (for free!):

There are other sites I found through Google, but some of them never sent the verification email they promised or seemed a bit sketchy (sketchy stuff on the internet associated with the word “free”–who knew?). If you have other recommendations, please post them in the comments.

Posted in E-publishing | Tagged , , | 4 Comments

Publishing a Free Ebook: Pros & Cons

Can giving away a free ebook be a good marketing tactic? I’m about to try it.

As I type, I’m uploading my novel, The Emperor’s Edge, to Smashwords. I’m going to sell it there and on Amazon, B&N, etc. for $2.99. While $2.99 isn’t exactly an exorbitant sum, especially compared to what the mainstream publishers are selling ebooks at, I figure it’s a high price for an author you’ve never heard of (and one who self-published at that!)

So, I uploaded a free short story at Smashwords last night: Ice Cracker II. It features the same heroes that star in the longer work, and I included a novel excerpt at the end of the story. Ice Cracker II hasn’t been previously published, but it made it to the “held for consideration” list in the last Sword & Sorceress anthology, so I figure it’s halfway decent (not decent enough to make it in, but, hey, we can’t have it all). The hope is that some of the people who read the story might be interested enough to buy the novel.

But will it work? I’ve read about quite a few people offering a free ebook (often the first book in a series) and having thousands of people download the freebie but never go on to purchase the non-free ebooks. I suppose there’s a reason restaurants always make you buy one meal (and two beverages, thank you very much) in order to get one free.

As far as publishing a free ebook as a marketing strategy, here are a few pros & cons that come to my mind at this point (and I may come back and revise this list later, when I see results–or a lack of results–of my own):

Pros

  • A free ebook could theoretically hook a reader, especially if it’s Book 1 in a series.
  • It lets people sample your writing without losing anything if they don’t like it.
  • There are numerous sites around the web where you can upload free ebooks.

Cons

  • Amazon and some of the other retailers won’t let indies list free ebooks, so you’re missing out on the busiest marketplaces.
  • Large numbers of downloads don’t really signify anything, because people have proven time and again they’ll take something just because it’s free, whether they have an interest in it or not.
  • You have to have an ebook cover made (I’m not artistic, so this involves a monetary cost for me).

Are there any pros or cons you’d like to add? Have you had success “selling” one of your ebooks for free?

Posted in Writing | Tagged , , , | 4 Comments

Invite Twitter Users to Buy Your Book with #SampleSunday

If you’re into Twitter and looking to promote your ebook, you’ll want to check out David Wiseheart’s new idea of #SampleSunday. Authors from all over are using Sundays to post links to samples of their writing. You check out their work and (you hope!) they’ll check out yours.

It’s been running for a couple weeks now (I posted one of my Goblin Brothers stories today), and it looks like quite a few “tweeps” are participating. I clicked on a few people’s links and saw some blog comments at the bottom of their posts, so it looks like the sharing spirit is there: writers are checking out other people’s work and not just promoting their own.

Whether it’ll result in ebook sales, who knows? But it can’t hurt to participate!

Read about the details and what to do in David’s “What Is #SampleSunday?” blog post over at his Kindle Author site.

Look David up on Twitter and give me a follow while you’re there too!

Posted in Social Media | Tagged , , , , | 2 Comments

2 Link Building Techniques Perfect for Writers

It’s hard to find a writer without a blog in this day and age. We’ve all heard we have to have a platform. We have to blog regularly to draw in an audience of folks who will be enraptured with our prose and want to check out (AKA buy) our books.

The problem? We writers are good at writing blog posts, but we’re not always the best at marketing our blogs, so our brilliance goes unnoticed by the blogosphere. There are lots of things you can do to get more eyeballs on your site, but if you do nothing else, do this: get other people to link to you.

The more links pointing to your site, the more of an authority the search engines believe you are. It’s just like high school (depressing, I know): it’s a popularity contest. More links means more status with the search engines. Your posts will appear higher in the rankings for the keywords they’re discussing (we’ll talk more about keywords later), and you’ll be more likely to be discovered by people who aren’t related to you.

There are lots of ways to get links, and some are perfect for writers since they involve–you guessed it–writing. Let’s take a look at a couple methods.

1. Link Building Through Guest Blogging

It’s hard to pump fresh, original, and useful content out on a blog day in and day out, so lots of folks open up their sites to guest bloggers. They invite people to submit blog posts (useful articles) on subjects related to their blog. In exchange for this free content, they’ll usually allow you to mention your own site and link to your book’s sales page.

It’s best to have a bit of a relationship with a blogger before asking to guest post, especially on more popular blogs. Maybe you’ve commented on the person’s posts a few times, or maybe it’s someone you know from a forum or from Twitter. Either way, the blogger will be more interested in publishing your content if she has a vague idea who you are.

Ideally, you should guest post on blogs where your target audience hangs out. There’s nothing wrong with posting articles about writing on blogs for writers, but also consider hunting down blogs related to your niche or genre. If you’ve written a ripping space opera adventure, then a guest blog post on a science fiction site could earn you some new readers. Or perhaps you’ve written an ebook on yoga for golfers. Try guest posting on fitness and golf blogs.

2. Link Building Through Article Syndication

This is how I do a lot of my link building, and it’s great for the introverts in the crowd. No human interaction required!

Write an informative article related to your niche and include an author bio with a link to your blog or book sales page (or both). Then head over to EzineArticles and make an account. It’s free. When you submit your article there, other bloggers looking for content can find it, use it, and include the bio at the bottom (with the links back to your site). Though it’s rare, I’ve had articles I posted there end up in  major online newspapers. At the least, you’ll end up with a link from EzineArticles.

You can do the same thing at other sites as well. Google ‘article submission directories’ for lists (I usually just do Ezinearticles and a couple of the other top ones, since that’s where most people shopping for articles go).

Try these simple link-building techniques, and you’ll see your search engine traffic increase in the months to come!

Posted in Blogging | Tagged , , , | 1 Comment

Can Emulating James Patterson Sell You More Books?

Formulas are nothing new in writing. From romance novels to Hollywood screenplays, you can find examples of popular works that follow specific patterns and styles.

Indie author Paul J. Coleman is experimenting with a formula based on James Patterson’s work. In his blog post, The James Patterson Experiment, he points out that the famous author might not be the most elegant wordsmith on the planet, but he’s certainly one of the best selling. Paul has broken down the master’s techniques and is employing them in his own novel.

In Jack Klak: MAESTRO, Paul is using Patterson’s fast-paced style (short paragraphs, short chapters), plenty of action (“when in doubt, blow something up or shoot someone”), and plain language (no purple prose here), among other tactics. Read the blog post for the complete run-down on Patterson’s style.

Though Paul’s ebook is brand new and we’ll have to wait a while to see the results of his experiment, there’s doubtlessly some truth in his observations. If you’re writing exciting genre fiction (or that’s your goal, anyway!), then you may want to think about employing some of these tactics yourself. Of course, we all have to find our own styles and write in a way that’s natural to us, but there’s nothing wrong with swiping a few tricks from those who have proven their marketability.

Posted in E-publishing, Writing | Tagged , , , , , | 9 Comments