SEO vs. Curated Lists: Which One Moves the Needle?
I know some of you are probably glossing over right now, wondering what in the hell I’m talking about. Honestly, I was in the same boat until a recent friendly debate about my next business steps made me dive into the deep end of this subject. I figured I’d put my "homework" to use and put together a guide for fellow writers trying to navigate these waters.
What is SEO?
In technical terms, SEO (Search Engine Optimization) is the strategic process of improving a website’s visibility in unpaid, organic search results (like Google). By fixing your site’s "pipes" and making your content relevant, you rank higher for specific keywords, which drives targeted traffic and sales.
“What does that mean in plain English, Jerry?”
Think of SEO like making sure your shop has the biggest, brightest sign on the busiest road in town—without having to pay for a billboard. Here’s the "blue-collar" breakdown:
The Strategic Process: It’s like setting up a job site correctly from day one so you don't have to redo the work later.
Improving Visibility: It’s making sure that when someone looks for a plumber or a mechanic, your name is the first one they see—not buried on page five where nobody looks.
Technical Infrastructure: These are the "bones" of your website. It’s making sure the "plumbing and wiring" works fast and doesn't crash when someone clicks.
Content Quality: This is your reputation. You’re providing the right answers and showing you know your trade so that when people "ask around" (via Google), you’re the one they recommend.
The Goal: You do this so that when the phone rings, it’s a customer who actually needs what you’re selling. It grows the business without wasting money on ads that don't work.
"How does this apply to an author?"
An author using SEO is like a savvy contractor building a house that’s both easy to find and pleasant to live in:
The Blueprint (Strategy): Writing what people are actually searching for so you aren't building in the middle of nowhere.
The Signage (Visibility): Getting your book on the "front shelf" of search results instead of the basement.
The Reputation (Content): Proving you’re an expert in your genre so the search engines trust you enough to recommend your work.
The Payoff (Goal): Turning "searches" into actual readers, fans, and book sales.
In short: While curated lists rely on personal recommendations, SEO is the mechanical process of making sure the "GPS" of the internet leads readers straight to your front door.
"But my books are already out. Is it too late?"
If you already have a backlist, SEO isn't just about building a new house; it’s about renovating the ones you’ve already built so they stop sitting empty. It moves your older books from the dusty storage room to the "Staff Picks" wall.
The "Open House" (Optimizing Old Listings): Think of your Amazon page like a house that’s been on the market a while. If the "curb appeal" (keywords and descriptions) is outdated, people stop visiting.
The Fix: Update your metadata—the behind-the-scenes tags—to match what readers are searching for right now in 2026, not what they wanted three years ago.
Signage for the "Neighborhood" (Series SEO): If you have a series, SEO helps the GPS find the whole neighborhood. By optimizing for a specific sub-genre (like "Gritty Detective Noir"), you ensure that when a reader finishes a famous book in that genre, the search engine suggests your book as the next stop.
Storefront Maintenance (Your Website): If you haven't touched your author site in a year, the "pipes" might be leaky. Broken links or slow load times tell Google your shop is closed. Fresh posts keep the lights on.
Reputation Management (Reviews): SEO uses your "word of mouth" social proof. By putting snippets of praise or specific fan keywords back into your site, you confirm to Google that you’re a trusted "contractor" in your genre.
The Bottom Line: For a published author, SEO is about passive income. It’s making sure your old books keep selling themselves while you’re busy working on the next one.
“Jerry, what are these ‘curated lists’ you speak of?”
In the writing world, a Curated List is like the "Recommended Reads" shelf at a local bookstore. While SEO is a machine (Google) finding you, a curated list is the personal, human process of being chosen.
Human Selection: A real person—an influencer, fellow author, or librarian—vouchers for your quality.
Specific Themes: These are hyper-specific, like "5 Thrillers with Unreliable Narrators" or "Best Sci-Fi for Fans of Dune."
Trust and Authority: When you get on a list from a site like BookBub or SheReads, you’re borrowing the trust they’ve already built with their audience.
The Vetting Factor: It tells readers, "This isn't just a book that showed up in a search; this book is actually good."
“So, given the choice, what do we invest in?”
That’s the million-dollar question. It depends on your readers. If you’re just breaking in, I’d put a little into both and see what hits.
You have to know where your books are actually selling. I use IngramSpark, and my reports show that my in-store sales outsell my online sales 4-to-1. For me, it’s a no-brainer: I know my readers, and I know the majority of my sales come from word-of-mouth, not Google searches. Because of that, I’ll be investing in curated lists when the time comes.
Final Thought: SEO is the "GPS" that helps people find your shop, but a Curated List is a respected neighbor pointing at your door and telling a friend, "That’s the best place in town for what you need."
