Original subtitles

Now let's talk about Amazon search engine algorithm and how you can take advantage

of it. Because remember, Amazon is a buyer's

search engine, and one of the easiest ways to talk about this is to compare

Amazon's search engine versus Google's search engine.

Google wants to help their visitors find the stuff they're looking for.

That means that they try to show relevant links and information and or products

that people might be searching for.

They want to help someone find what

they're looking for with as few of clicks as possible.

That's because if you search Google and you find what you're looking for on your

first try, exactly what you tried to find, then you're likely to use Google

next time as well.

So basically, it's in their self-interest

to provide the listings that are as much of what their visitors are searching for

as possible. That means.

That if you rank high on Google for a specific search phrase.

Let's say that you come up number one in their organic listings and your title and

description that show up in Google aren't interesting to the visitor.

So in other words, they search a phrase, they see you on top of the results.

They don't click your link because they you don't give them the benefit they're

looking for. You don't make them curious enough to

click through. They end up clicking the second organic

link or the third organic link.

The fact that people are not clicking on

your link is a negative in your search engine results for Google, because Google

wants to show what people are looking for.

So people are not clicking your links.

You're going to see your organic rankings

start to drop.

In the same way, if people do click your

link and then they immediately click back to Google, Google's going to say that

again. That's a negative.

That means this visitor.

Search this phrase, clicked on your

website and didn't find what they were looking for.

So that's another negative against your website.

So you want to create titles and descriptions to get people to click

through for that specific keyword phrase to let people know this is exactly what

they're searching for.

And then when they get land on the page,

you want to provide them with the content that they were looking for as

specifically as possible.

Because that's going to help you rank on

Google Now. There's a lot of other things that go

into your Google ranking as well, such as links from other authority sites,

internal links on your own site, having content that's longer.

This isn't a search engine optimization presentation, but there's a lot of

features that go into it, and all of it is based on Google trying to help their

visitors find their what they're looking for in as few of clicks as possible.

Now let's talk about Amazon's search engine, Amazon.

Wants people to buy stuff? Boom that's it.

And with everything else that I talk about here, keep that in mind.

Amazon wants more people to buy more stuff.

They want to help people find relevant products that they would like to

purchase. That means that if somebody searches a

keyword phrase, and you come up high on Amazon's search for that keyword phrase,

they click on your link and they purchase.

That is a bonus to the algorithm.

Amazon says, hmm, when people search this

phrase, they click on this link and they buy this product.

We're going to show this more often.

And conversely if they show your book on

the search, and this applies to other types of products as well that are sold

in Amazon. But if they show your product, people

don't click the link, or they click the link and they don't purchase.

That is a negative against your book in the search because Amazon wants more

people to buy more stuff, so a high converting product that is clicked more

often and purchased more often will show up more often, okay.

So keep that in mind.

Anything you can do to make your book

more targeted to the customer searching for it and to sell more often helps you

in Amazon's algorithms.

So some of the things that affect

Amazon's search engine optimization on Amazon include your titles in subtitle,

and I would recommend for most authors to use the title subtitle model for your

book title. That means a very short title that people

can say quickly, and then a subtitle that goes into more of the benefit and

curiosity about the book while hitting the keyword phrases that you want to show

up for.

So make the main title short and

memorable. Use the subtitle to really sell the book,

and especially to sell searchers on the book.

You also get to choose keywords you get to choose.

You get 7 keyword boxes and you get to have up to 50 characters in each of those

seven keyword boxes.

And you can put what I would recommend

when you work with these seven boxes.

This is when you load your book on Amazon

is the first few boxes.

Should be your most important keyword

phrases. The keyword phrases you really want to

rank for. Then for the last few boxes, fill them

up. Use all 50 characters.

Don't spam words, don't use the same keyword multiple times.

But use a lot of your less important keyword phrases and fill them in.

And get multiple keyword phrases into those last few boxes.

Because you get a total of seven boxes, so the first few are the most important

keyword phrases by themselves.

You're not using all 50 characters in

those boxes. The last few you're using all 50

characters and you're getting a bunch of keyword phrases in without repeating the

keyword phrases. You also get a description for your book

when you write the description.

This is a lesser factor than the title,

the subtitle, and the keywords.

But when you write your description,

you're going to want to write it including some of the keywords that you

want to target as triggers for your customers.

Because they searched for a keyword phrase.

They've clicked on your book, they opened up your book.

They're reading your description.

Hey, is this the right book for me?

You're going to want to make sure that your description is enticing, and I'll

talk about that a little bit more later.

But you want to make sure it's enticing,

and you want to include some of the keyword phrases there, basically as

triggers. This is what they were looking for.

Hey, yeah, this is what I was looking for.

And then the most important factor is conversion.

You need to be able to convert viewers into buyers.

The better you convert on a keyword, the more likely Amazon's going to keep

showing you on that term, because they're making more sales, they're making more

money. So think heavily about who is your ideal

buyer for this book and what are they searching for.

And again, this.

This even shows, again, how important it

is to do with shorter books that are more specialized to a specific audience or

keyword phrase, because that means your description and everything about it can

be targeted to that specific customer.

Now here are some.

Here's a simple trick to help with ratings, and it was really based on

Amazon's search algorithm.

Ask your clients or friends to search for

your book using a specific keyword phrase.

So this is a keyword phrase that you would like to rank for.

Given this keyword phrase, maybe it's 3 or 4 words long.

Don't go for something really short like weight loss.

Make sure it's more specific than that, because weight loss is too competitive.

But give them a phrase to search for that you know you show up on.

Maybe you show up, they have to skip to the next page or something to find you,

but give them a phrase to search for.

Tell them to click on your book after

searching for it and purchase it.

This is just a little trick.

It's not a big factor, but it gives you the concept here.

Basically, Amazon's AI is looking for.

Keyword phrases that people purchase your

book, they want to sell more books.

Obviously you wouldn't use this little

trick to email out to your list, because if you emailed people and told them to go

to a specific search phrase on Amazon, the majority of them are going to get

lost and find some other books instead of yours.

You're going to want to send people on your own email list directly to your book

page. If you're running ads, you're going to

send them directly to your book page.

I would only do this.

If this was a good friend or a client, or perhaps I'm with them right there in

front of them and they have their phone up, I'll go do the search myself.

Ok, let's look for this keyword phrase.

Here's my book, and I'll buy it now on

their on their phone, for example.

So in other words, only do that with

someone you know is actually going to do the search and find the book.

Don't do it for general customers.

And the main reason I'm giving you this

idea is I want you to think about what's important.

What's important is when somebody searches the phrase.

They buy your book, so everything we do needs to sell your book to people who are

searching for those phrases.