The Tyranny of SEO
There’s a phenomenon called “search engine optimization,” or SEO for short. And I’ve grown to hate it.
The idea of SEO is to increase the chances of your post, article, book, or whatever being at the top of the responses to a Google search. Writers and publishers in particular are invested in making sure that their wares gain the attention of Google and then potential readers.
SEO works by focusing on keywords. There are certain words and phrases that people search for more than others. If your work contains these words, it will appear further up the Google results and, presumably, increase sales. It’s all about “search visibility” and marketing strategies. There are plenty of books and websites that teach you how to improve your SEO game.
What are some of the best, top keywords that people search for? Well, best and top show up high on the lists. Everyone wants to know the best places to eat or the top-rated appliances, so those words show up a lot. “How to” is another search term that gets top results.
There are lists of keywords for any number of fields. If you have a book or article on health and fitness, your SEO keywords include “weight loss,” “lifetime fitness,” and “health tips.” Business keywords include “money” (of course), “opportunity,” “income,” and “profitability.” There are lists of keywords for coffee, dog training, and poker, among many, many others. For one of my areas of interest, mental health, keywords include “symptoms,” “medication,” and “side effects.” There are companies that specialize in giving you a list of keywords for your project — for a price.
What really ticks me off is what this has done to book subtitles. (Yes, I know that there are much more important things to be ticked off about, especially these days. However, I work in the publishing field, so I get to see a lot of subtitles. But I digress.)
Let’s start with one that isn’t all that annoying: How to Sustain Personal and Organizational Excellence Every Day. Eight words only. But look at the SEO keywords. We have Personal and Organizational Excellence. Sustain may be a keyword too, and so might Every Day. What could the author have done instead? Organizational Excellence ought to do it. Combined with a title like Habits for Success, that ought to do it. Still plenty of SEO words. Or just have a title: Success and Organizational Excellence. No subtitle. But that goes against every publishing rule, evidently.
Here’s another subtitle that’s been reined in just a bit: Reflections on Death, Rebirth, and Hunger for a Faith. Nine words. It says what you’ll find in the book without going on and on. Just enough to pique the potential readers’ interest. (While we’re on the subject of things that tick me off (and I think we were), I cringe whenever I see “peak” someone’s interest, or, God help me, “peek.” But I digress again.)
Now here’s a subtitle that goes a little further overboard: Dynamic Techniques for Turning Fear, Indecision, and Anger into Power, Action, and Love. Thirteen words. Dynamic Techniques, Power, Action, and Love are obvious self-help SEOs. I can imagine the title that would go with it: Transform Your Life.
Let’s keep going. Next on my list of terrible subtitles is Stop People Pleasing, Staying Silent, & Feeling Guilty… And Start Speaking Up, Saying No, Asking Boldly, And Unapologetically Being Yourself. Twenty words, one of them a mouthful by itself: unapologetically. Honestly, I think you could read the first chapter in the time it takes to read the subtitle.
Finally, here’s a subtitle that really grates: Transform Your Body in 28 Days with Illustrated Exercises. Lose Belly Fat, Sculpt Glutes, and Feel More Energized in Just 10 Minutes a Day! Twenty-four words, four verbs, and a plethora of nouns and adjectives. And a promise with an exclamation point. What is there left to say in the book? Whoever wrote that subtitle ought to have their thyroid checked.
On the other hand, maybe I’m just jealous. I wrote two books before SEO took off. (I still get royalties. I’m saving up for a pizza. But I digress some more.) Maybe I should have called them Bipolar Me: The True Story of One Woman’s Journey Through Mental Illness, Depression, and Hypomania, Based on Her Weekly Journal of the Same Name and Bipolar Us: A Deep Dive into Bipolar Disorder and Its Devastating Effects on Sufferers and Society, the Highs and Lows That Come With It, and How to Find Peace and Stability.
Of course, if I did that, the subtitles would have had to be printed in little tiny type, another aspect of publishing that really ticks me off. With my bad eyesight, I wouldn’t even be able to read my own subtitles. I can’t win.
