This document discusses keywords and how they are used by search engines. It defines keywords as words or phrases that augment, rather than catalyze, search visibility. It recommends gathering keywords by analyzing potential audience interests and how similar books are described, rather than just duplicating terms within the book. The document outlines several methods for identifying effective keywords, including manual creation, text scanning, audience analysis of related topics, and iterative testing and refinement.

1. Backlist
Keywords
Joshua
Tallent
@jtallent
@firebrandtech

2. What is a Keyword?

3. a word or phrase

4. a word or phrase
used by search engines

5. Keywords are an
augmenter of,
not a catalyst for,
search visibility

6. recommendations
advertisements
bookstore
online store
searching

7. Most customers find products
via search

8. The
Thri5
Books
warehouse
in
Auburn,
Wash.
NYT

10. How Search Works

11. cares about showing people
relevant information

12. cares about selling people
products

14. What is a good
keyword for Amazon?

16. “noir atmosphere”
“villain protagonist”
“harsh realism”
“wistful poetry”
“urban landscape”
“violent portrait”

17. Long Tail Queries

19. High Commercial Intent
Buy
Get
Discount(s)
Deal(s)
Length of the query

20. Long Tail Queries

23. The Virtuous Cycle

24. Why Use
Keywords?

25. Other publishers are
not doing it yet
fewer
than
15%

26. Most keywords used are
completely ineffective

27. How Many Keywords?

28. 500-600
characters

29. 1000+
characters

30. More keywords
More chances
More search queries

32. <Subject>
<SubjectSchemeIdentifier>20</SubjectSchemeIdentifier>
<SubjectHeadingText>cookbooks;pickle recipes;japanese cooking;japanese
ingredients;slow food;organic farm;farm life;organic ingredients;japanese
recipes;rural japanese;culinary knowledge;adopted culture;practical
recipes;cooking japanese food;farm to table;miso;preserving the japanese
way;dashi;japanese food;japanese home;traditional home cooking;japanese
cuisine;home cooks;teriyaki;japanese family;japanese food recipes;everyday
japanese;home cooking;traditional japanese;authentic japanese;japanese
culture;ramen noodles;farm-to-table;dressings;rural japan;food
movement;tofu;authentic cuisine;japanese restaurants;cooking
traditional;japanese food art;local japanese;lived in japan;traditional japanese
food;japanese food dictionary;vinaigrette;pickling;life in japan;farm-fresh;slow
food movement;married a japanese;eggplant;japanese food and cooking;cooking and
gardening;farmers' markets;stir-fried;umami;sushi;recipes are
simple;tempura;photos and recipes;udon;canola;soybeans;vinegar;cultural
history;sauces;soups;pecans;veggies;cuisines;shiro;fresh vegetables;visited
japan;pantry;soy sauce;seafood;genre cooking;egg custard;noodles;potato
salad;elizabeth david;seasonal;ingredient;cauliflower;farmhouse;cook book for
beginners;homegrown;rice;freezing fresh vegetables;organic food recipes;ramen
noodles cookbook;cucumber;preserving;flavors;ramen noodles
recipes;culinary;sweets;homemade;vegetarian;organic;desserts;ginger</
SubjectHeadingText>
</Subject>

33. Don't duplicate other
words

34. #1. Manual Creation

35. ubersuggest.org

36. adwords.google.com/home/tools/keyword-­‐planner

38. keywordtool.io

39. #1.
Manual
CreaLon
Pros
• DIY
approach
• Does
not
require
a
large
investment
Cons
• Takes
a
lot
of
Lme
• Requires
in-­‐depth
knowledge
of
the
book
• Can
be
less
effecLve
than
automaLon

40. #2. Book Text
Scanning

41. #2.
Book
Text
Scanning
Pros
• Gives
you
more
details
about
the
book's
own
language
Cons
• Not
the
audience
language

42. #3. Audience Analysis

43. Audience Language
or
Consumer Signals

44. How your audience thinks about
your book is how they will
search for it

46. Blogs Forums
Social
Media

47. Now, do the same thing for all
your book's comp titles

48. Convert Raw Language
into Keywords

49. Organize your keywords and
send to Amazon

51. Retail Analytics
in
Vendor Central

52. Re-Organize your keywords and
send to Amazon again

53. Keywords Are Iterative

54. Joshua
Tallent
Director
of
Outreach
and
Educa<on
joshua@firebrandtech.com
978-­‐225-­‐2757
askburnie@firebrandtech.com
hIp://askburnie.firebrandtech.com
@jtallent
@firebrandtech