“We are all thieves - what matters is what we steal.” So said the esteemed novelist Umberto Eco, though in the context of writing rather than larceny. When it comes to book marketing and discoverability, this adage rings true. We need not lock pick our competitors’ websites nor rifle through their drawers to uncover their secrets. Ethical digital sleuthing will suffice.
In this digital era, a book’s online presence can make or break its success. Much as we wish quality writing alone would suffice, in reality poor metadata, covers, categorization and keywords can condemn even the most lyrical prose to eternal obscurity. Hence to give our books the best chance possible, it is worth learning from our successful peers - albeit without plagiarizing or infringing copyrights.
My aim here is to provide actionable advice on researching competitors, specifically regarding:
Keyword optimization
Cover design
Marketing tactics
I will share tips on tools, strategies and best practices so you can benchmark against rivals without resorting to any shady behavior. The emphasis is on inspiration over imitation. Or as T.S. Eliot put it: “Immature poets imitate; mature poets steal.” Let’s steal wisely!
Unearthing Keyword Treasures
Keywords are the building blocks of online book discoverability. Like a prospector hunting for gold, you must sift through keyword data to determine the most valuable search terms to target. Get this right, and your book will glimmer gloriously in online stores. Get it wrong, and you may remain buried amongst millions of obscure titles.
When researching competitors’ keywords, you are seeking insight into:
Popularity - number of searches
Relevance - appropriateness to your book’s topic and genre
Competition - how easy it is to rank for the term organically
Commercial intent - likelihood of converting a searcher into a buyer
Armed with this understanding, you can benchmark your own keywords against your rivals, identifying new opportunities and refining existing selections.
Tools of the Trade
Keyword tracking is akin to tracking prey on a safari. To effectively research competitors’ terms, the appropriate tools are vital. Here are my top recommendations:
SEMrush
SEMrush provides extensive keyword data including monthly searches, competition levels and commercial intent. It also shows which sites rank highly for given terms. This enables you to research rivals’ rankings and assess the feasibility of targeting their keywords.
Ubersuggest
Ubersuggest is a free alternative for keyword research. Enter a root term and Ubersuggest will automatically suggest hundreds of long-tail variations. It also shows monthly searches, competition data and content ideas. Assess suggested keywords against those used by competitors to uncover alternative options.
Google Search Console
Link your book to Search Console to see actual search queries that led visitors to find your site or listings. Compare these against competitors by checking their Search Console data if accessible. This shows real user search behavior to inform your keyword targeting.
Google Trends
Google Trends reveals the popularity of search terms over time. Use it to validate new keyword ideas against existing selections. A rising trend may indicate an engaging topic, while a declining one could signify waning interest amongst searchers.
And of course, Kadaxis has been a pioneer in book keyword search optimization for a decade now.
Strategies for Success
With tools selected, now let’s discuss approaches for effective competitor keyword research:
Identify your rivals
Start by listing your main competitor sites or listings. For books these could be:
Rival author websites
Competing book listings on Amazon, Barnes & Noble etc
Publisher websites
Book review sites
Author platforms like Goodreads
Search for their keywords
Use the above tools to research keywords associated with those domains. SEMrush and Ubersuggest are ideal for finding the specific terms they target.
Assess opportunities
Compare researched keywords to your existing selections to identify new potentials. Consider questions like:
Which relevant terms do they rank for that I currently miss?
Which niche long-tail keywords could complement my core terms?
Which rising trends are worth investigating further?
Refine as you optimize
Add any promising finds to your analytics accounts like Search Console. Then refine as you optimize your metadata, content and marketing around these terms. Omit non-converters and maximize winners.
Spying Sensibly on Covers
They say don’t judge a book by its cover. But in reality, a striking cover can be the crucial factor that distinguishes a bestseller from a forgotten flop.
Developing book covers generally involves much iteration and user testing. But competitor benchmarking can fast-track this process by revealing design choices that clearly resonate with target readers.
When analyzing rivals’ covers, consider elements like:
Colors - which palettes dominate?
Imagery - people, objects, landscapes?
Text - typography, phrasing, prominence?
Composition - layout, information hierarchy?
Look beyond your genre, since inspiration can come from anywhere. Also check authors in your niche to see what works for their audiences.
Once again, this is not about plagiarism but rather about understanding reader preferences. With that insight you can better brief your designer to create original covers that delight your demographic.
For example, after analyzing numerous sci-fi book covers, you discover a prevalence of starscapes and spaceships, often with a central heroic figure. This suggests your audience expects such imagery. But it doesn’t mean crudely copying competitors. Maybe you incorporate planets instead of stars, or showcase a heroine rather than a hero. The value lies in knowing which visual language already resonates.
Marketing Magic
Beyond optimization for store algorithms, competitors’ marketing tactics also warrant monitoring.
Pay attention to channels like:
Paid advertising
Social media
Email lists
Public relations
Review both self-published indies as well as Big Five imprints. Contrast their strategies against your own efforts.
For instance, you might notice rivals using detailed Facebook lead generation forms to convert site traffic. So you test this approach to see if it boosts your email subscriber numbers.
Or maybe a competitor lands coverage in niche publications like SciFiNow magazine. So you research relevant media outlets to pitch for reviews and interviews.
Essentially you want to create an external benchmark to compare your marketing performance against, while being alert to new ideas.
Bear in mind that tactics having success for other books may not necessarily translate to your content. Always test new approaches first before committing fully. But do keep testing!
Parting Words
So there you have it – an ethical guide to researching competitors without resorting to plagiarism or other naughty tactics. The key is using rivals’ successful keywords, covers and marketing as inspiration to enhance your own book’s discoverability.
Bear in mind that this remains an iterative process. As the literary landscape evolves, so must your benchmarking. Revisit competitors every few months to check for emerging trends or new breakout tactics.
And do pay attention to your own reader analytics. If all the sci-fi bestsellers have techno book covers, but your space opera sells better with retro rocket ships, go with what your actual audience responds to.
Now enough talk – go grab your metaphorical binoculars and begin that competitive safari. Happy sleuthing!