Even for long established authors the internet has become the major point of sale for books and the importance of a strong web presence has become paramount. For new authors this is doubly true as the wwweb is the first place that they will be able to showcase their books and meet their book reading audience. As this is the case, a solid understanding of the internet is indispensible to up and coming writers.
The central issue is to attract traffic to the websites that the author uses to publicize his work. The best way to do that is to create pages, or blogs, that will rate highly in search engine results as this is where the bulk of internet traffic will come from. This process is called Search Engine Optimization, or SEO, and although it sounds complicated there are tools available to help make SEO simple and effective even for the least computer literate among us.
Without going into the technical details of the process too deeply, every web-page should have tags or labels, and keywords, attached to the HTML code that describes the contents of the page. When someone types a query into a search engine it looks through its database of these tags and keywords to find pages that answer its query. A successful page will be one that uses tags and keywords that are searched by a lot of people to create the greatest potential traffic to the site. A good way to compile a useful list of keywords is to use a service like google adwords keyword tool https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.none .
Keyword tools help to identify strong tags for a site based upon a simple calculation (daily searches/competition x daily searches) which gives a ratio called the Keyword Effectiveness Index.
<0.001 is poor
0.001 – 0.010 is good and
0.010 – 0.100 is excellent
This ratio of daily searches to pages to be searched helps to identify the group of words and phrases that will attract more traffic to a site. Working these words into the titles and body text of a site as well as setting them as keywords and tags will certainly increase the potential of any site.