In my last installment, we took all the marketing material we’d developed and put it online in various ways. This week, I’ll dive into developing material specifically to attract attention.

In order to write material that’s effective, as well as helpful to others, you need to understand the phrases people are entering into the search engines. There is an easy and cheap way to figure this out. Use the tools available from the search engines themselves.

http://inventory.overture.com/d/searchinventory/suggestion/

https://adwords.google.com/select/KeywordToolExternal?defaultView=2

As I explained awhile back in this article, search engines offer these tools to advertisers to help them determine what keywords to buy.

In our case, I entered the terms “VBAC” and “cesarean”. I whittled the resulting list down to these phrases, which are subjects to which I thought we could contribute information:

“VBAC statistics”
“Cesarean section risk versus VBAC risk”
“Finding VBAC friendly hospitals”
“10 steps to VBAC success”

I got Angela to work writing articles on those topics. The first one she wrote,  “10 Steps to VBAC Success”, is here.

In addition, I pulled these phrases for use in Amazon’s Search Suggestion program:

“vaginal birth after caesarean”
“vbac delivery”
“vbac birth”
“vbac risk”
“vbac”

The Amazon’s Search Suggestion program allows you to give Amazon search phrases for particular books. The link to the form you submit to Amazon with your suggestions is in the section of the book page, about halfway down, titled “Help others find this item”. You need an Amazon account to suggest terms.

In then next post, I’ll talk about finding, and participating in, online discussions.