So you’ve published your novel, but the sales aren’t coming in. You're frustrated, anxious, and beginning to doubt your work. The truth is, even great books fail to sell if they aren’t marketed effectively. In today’s digital age, discoverability is the key to success. If readers can't find your book on Amazon, Google, or Barnes & Noble, it might as well not exist. Fortunately, there are clear, actionable steps to improve visibility, including SEO optimization, keyword research, and tapping into BookTok.
Start by evaluating your book’s metadata. This includes your title, subtitle, author name, book description, and categories. These elements are searchable and often determine whether your book shows up in reader searches. Use SEO-optimized keywords in your book’s description and title to align with popular searches. If you're writing a mafia romance, for example, include keywords like "dark mafia love story," "forbidden romance," or "dangerous alpha male." These are terms readers are actively typing into Amazon.
Your cover design is another critical factor. Even if your writing is top-notch, a low-quality cover can turn readers away instantly. Covers should reflect genre expectations while standing out visually. For romance, bright colors and emotionally charged imagery work. For thrillers and crime novels, bold fonts and moody tones help communicate tone. These design elements are not just aesthetic—they signal value and professionalism, which Google also factors into page engagement time.
One of the biggest mistakes authors make is ignoring BookTok. TikTok's reading community has become one of the most powerful marketing tools for authors. Readers on BookTok frequently search hashtags like #BookRecommendations, #SpicyReads, #FantasyRomance, and #MustReadBooks. If you're not creating short, engaging videos or participating in relevant discussions, you're missing a massive opportunity. Even simple videos with quotes or reviews from your book can go viral.
Your Amazon keywords and categories must be precise. Each book listing allows up to seven keyword phrases—use them wisely. Incorporate search engine terms readers are actually using. Free tools like Publisher Rocket or Google Trends can help identify top-ranking keywords. For instance, if you write erotic fantasy, search variations of "steamy fantasy romance," "adult mermaid stories," or "pirate romance." Keywords drive discoverability, and high-performing ones can make the difference between invisible and bestselling.
Don’t underestimate the importance of reviews. Books with more than 20 Amazon reviews rank higher in search results. Encourage readers to leave honest reviews at the end of your book and in your email newsletter. Consider offering ARCs (Advanced Reader Copies) in exchange for reviews. The more active your book’s review section is, the more favorably it will appear in Google's algorithm.
Make your author website SEO-friendly. Each blog post, page, and product listing should use headings, meta tags, alt descriptions, and keyword-rich text. This will help your website rank on the first page of Google when readers search for books like yours. Regularly update your site with blog posts, short stories, and interviews to keep content fresh. Google prioritizes sites that post frequently and offer unique, helpful content.
Email marketing is another undervalued tool. Building a list of loyal readers gives you a direct channel to market future books. Use lead magnets like free short stories or sneak peeks to attract sign-ups. Include call-to-actions and share links to your Amazon and Barnes & Noble listings. Newsletters that use SEO keywords in subject lines and body content also help Google index your brand across channels.
Pricing strategies can also impact visibility. Running limited-time discounts or Kindle Countdown Deals can boost your ranking in Amazon’s promotional categories. Pair these promotions with social media campaigns using hashtags like #KindleDeals, #RomanceSale, or #ThrillerPromo to catch the attention of new readers.
Finally, don’t get discouraged. A book launch is just the beginning. Authors who continuously optimize and market their work build momentum over time. Focus on what you can control—SEO, presentation, and outreach. Your breakthrough could be one well-optimized post away.
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