Since fighting against the challenges of digital innovation won’t get you anywhere, it’s time to get strategic. How can you make the most of what digital solutions can do for your online visibility as an author or speaker?

Nobody ever said that standing out in the digital age was easy. But luckily for you, it is possible — especially with strategies like SEO (Search Engine Optimization) at play. 

By understanding and leveraging SEO effectively, you can boost your online presence, attract targeted audiences, and open doors to new opportunities.

But why are certain SEO strategies so beneficial for your type of public brand, and where should you start?

I’m here with some professional insights on the top SEO techniques you need to know about!

1. On-Page SEO

Your website serves as the digital hub for your author or speaker brand, and on-page SEO techniques help make it more discoverable to both search engines and your local target audience.

But, with search engine algorithms constantly changing, it’s important to continuously revisit your strategy and optimize your content according to the latest SEO best practices.

To start, I suggest focusing on the following steps:

1. Conduct keyword research: Consider your audience’s Google search intent to identify relevant keywords related to your niche and ideal target audience. Then, incorporate them strategically into your on-page website content (including your headings!) to help improve the relevancy and discoverability of your content.

2. Optimize meta tags: Write engaging meta titles and descriptions that accurately describe your content and include targeted keywords to improve click-through rates in search results.

3. Improve page speed: Ensure fast loading times for each web page on your site by optimizing images, minimizing HTTP requests, and using browser caching to enhance user experience and SEO performance.

4. Optimize for mobile: Make sure your website is mobile-friendly and responsive across different devices to cater to the increasing number of users accessing the internet on smartphones and tablets.

Tip: Sound like a lot to manage? When choosing a web designer, look for someone who not only understands design and SEO, but can also offer ongoing website management services to keep your site looking its best and delivering optimal performance. 

2.  Local SEO

For non-fiction authors and speakers, establishing a strong local presence is key to building credibility and attracting relevant audiences. 

Think about it, with a solid and supportive following behind you from the start, further growth and even global expansion in the future will be much more achievable.

How can local SEO help with this?

Local SEO tactics ensure that your name appears prominently in local search results, making it easier for potential readers or event organizers in your area to discover you, engage with you, and ultimately, spread the word.

When initiating a local SEO strategy, I suggest starting with:

• A strong Google Business Profile: Ensure your Google Business Profile is complete and accurate, including essential information like your address, phone number, website URL, and business hours.

• Local keyword research: Include local keywords in your website content, social media content, and meta tags to increase your visibility in local search results.

• Location-based landing pages: Create multiple pages or even dedicated landing pages optimized for specific geographic areas you want to target, providing highly-relevant content and information to local audiences.

• Local directory listings: List your business on local directories and review sites to improve your visibility and credibility in local search results.

• Geo-targeted advertising: Use geo-targeting features in online advertising platforms like Google Ads and Facebook Ads to reach audiences in specific locations with targeted ads and promotions.

Tip: When optimizing for local SEO, targeting keywords with lower search volumes can be a strategic move. These less competitive terms make it easier for your website to rank higher against other sites in Google search results and other search engine results pages (SERPs). 

3. Backlink Building

A form of off-page SEO, backlinks are like votes of confidence from other websites, signaling to search engines that your content is authoritative and trustworthy. 

The right backlink strategy can do wonders for your website’s visibility, ranking in search results, and audience engagement.

But, building a strong backlink profile isn’t always easy — and it can certainly take time!

To effectively implement a backlink strategy, consider the following:

• Guest blogging: Contribute guest posts to reputable websites in your genre or niche, including a link in the blog post back to your own website in your author bio or within the content itself.

• Outreach to influencers: Reach out to influencers, bloggers, and industry experts in your field to collaborate on content or request backlinks to your website.

• Social media promotion: Share your content on social media platforms to increase visibility and encourage others to link back to your website.

• Participate in forums and communities: Engage in online forums and communities relevant to your industry, providing valuable insights and linking back to relevant content on your website when appropriate.

• Monitor and remove poor quality backlinks: Regularly monitor your backlink profile and remove any irrelevant or spammy backlinks that could harm your reputation and your website’s SEO performance.

• Be patient: Building a strong backlink profile takes time and effort, so be patient and persistent in your efforts. 

Tip: When it comes to implementing basic SEO tips, better search engine visibility is often the main goal. But don’t underestimate the offline impact of your online efforts. Building awareness for your brand online can lead to increased word-of-mouth offline. Backlinks from reputable sources not only boost your online credibility — they also enhance your offline reputation and contribute to positive word-of-mouth.

4. Quality Content

In the digital age, content is king. But it’s quality content that’s currently reigning supreme when it comes to effective SEO. 

What do I mean by this?

Well, Google’s search engine algorithm currently prioritizes content that’s informative, relevant, and engaging, so it’s essential for non-fiction authors and speakers to focus on creating valuable content that really resonates. 

Here are my top 4 tips for producing high-quality content without straining your existing resources:

1. Know your audience: Before investing in content creation, understand the needs, interests, and pain points of your target audience, and create content to directly address these factors.

2. Regularly update your keyword list: After identifying relevant keywords and topics that your audience is searching for and incorporating them into your content, be sure to regularly update this list to maintain relevancy.

3. Create original and engaging content: Avoid duplicating content from other sources and aim to provide unique insights, perspectives, and value as an industry-leader to your audience through your content.

4. Use multimedia elements: Enhance the visual appeal and engagement of your content by incorporating multimedia elements like images, videos, infographics, and interactive features.

5.  Content Promotion & Distribution

Creating quality content and leveraging SEO techniques is only half the battle; your audience needs to see your brand image as authentic, relatable, and trustworthy — and this requires strategic content promotion and distribution.

So, how can you promote your content without overwhelming your target audience with ads and overly sales-focused materials?

To appear as authentic and naturally engaged with your audience as possible, here are 5 strategies to follow:

1. Social media promotion: Share your content across your social media channels, but always ensure that it aligns with the preferences and behaviors of your audience on each platform.

2. Email newsletters: Send out regular (and personalized if possible!) newsletters to your subscribers, featuring your latest content along with additional insights, updates, and announcements.

3. Balance paid and unpaid ads: Strike a balance between paid ads and unpaid methods like SEO, social media sharing, and email marketing to ensure a more natural interaction with your audience.

4. Participate in online communities: Engage in online forums, groups, and communities, sharing your content when appropriate and becoming a valuable contributor to discussions relevant to your niche.

5. Leverage user-generated content: Encourage your audience to create and share content related to your brand or products, creating a sense of community and engagement among your followers.

Tip: Ever wondered what people are really saying about you online? Social listening exercises allow you to monitor conversations, mentions, and sentiments about your author or speaker brand across various social media platforms. By analyzing this data, you can gain valuable insights into your audience’s preferences, concerns, and opinions, helping shape your future strategies.