
Vaughn C. Hardacker
Recently, I contracted with Melissa Gerety of MCG Creative in Orono to develop a new webpage for me (https://www.vaughnhardacker.com). I had another firm do my old one (I won’t mention their name), but was not only dissatisfied with their work, but I became irritated by their incessant attempts to sell me stuff and services that I had no use for. I met Melissa at the Bangor Author’s Book Fair & Literary Festival (https://bangorpubliclibrary.org/programs-and-events/bangor-area-maine-authors-book-fair-literary-festival/), where I shared a table with one of her clients. What has developed is possibly the best working relationship I’ve ever had with a website developer (hint: she has also been acting as a publicist and gotten me on WABI television and booked me into several appearances in southern Maine (which means everything below Caribou–or, as I call it, the United States). Now that the site is live, it’s time for me to get serious. I don’t have to tell most writers that we love the writing, but (most of us) hate the actual work in our business, to wit, SALES and PROMOTION. The first thing Melissa told me was that she does not create sites with WordPress; she uses WIX (As I go on, I will reveal why I believe she made the correct decision).
What is SEO?
Search Engine Optimization ( henceforth known as SEO) is a strategy to help your website rise to the top of the search engine results pages on Google, Bing, and other search engines. Currently, the worldwide market share of the most popular search engines is: Google – 89.57%, Bing – 4.02%, Yandex – 2.19%, Yahoo – 1.49%, DuckDuckGo – 0.95%, and Baidu – 0.72%. You don’t have to be a statistician to see why the name Google has become a standard descriptor for doing a search. How often have we said: I’ll Google it,” or something along those lines? The tactics set forth in this first of several blogs on SEO will concentrate on Google. (Spoiler Alert) SEO is a lot of work, and it must be done for a while before you will see meaningful changes to your search ranking. Note: SEO brings in Organic Search Traffic. Organic Search traffic is the result of free traffic, not paid advertising.
CORE ELEMENTS OF SEO.
On-Page SEO
On-Page deals with all the activities you perform on your website and its pages to increase its ranking on the Search Engine Results Page (hereafter called SERP). This involves regularly writing high-quality (updating) content, incorporating good keywords into the content, as well as ensuring your meta and title tags are also keyword-rich and are well written. It is for this reason that unless you are an experienced web designer, it is best to have your site developed by a professional, experienced designer.
Off-Page SEO
Optimization of your website’s pages, such as building links back to your site from other websites, social media platforms, etc. In short, your ability to build relationships that will allow you to gain those links and post high-quality content that others will want to share with their followers.
BLACK HAT SEO vs WHITE HAT SEO
Black Hat SEO is when someone circumvents Google’s requirements in order to rank a website. AKA hit-and-run for quick gains and then on to some other thing in the shortest possible time. It’s kind of a used car salesman strategy in which link scraping and keyword stuffing content and pages. This will allow them to rank higher and faster than other websites. It may work for a short time. However, the folks at Google are getting smarter daily; if caught, their websites end up being penalized and de-ranked on the SERPs. Moral of the story? Play by Google’s rules. It takes longer, but the results will pay off in the long term and build a long-lasting business.
Black Hat Strategies:
Duplicate Content, invisible text and stuffed keywords, cloaking or redirectingthe user to another site or page, and links to non-related content
White Hat Strategies:
Relevant content, well-labeled images, relevant links and references, complete sentences with correct spelling and good grammar, standard-compliant HTML, and unique and relevant title pages.
How To Avoid Black Hat SEO
Keyword Research and Selection: The main way Google understands what your site is about and serves your site accordingly. There are tools like Ubersuggest to help find keywords that will help your rank on Google. Make sure you don’t force them into a role where they don’t belong. Creating quality content is most important above all else.
HTML: title tags, meta descriptions, alt texts, and headers are crucial elements of SEO that apply to your on-page SEO. These help tell Google about your content and what readers can expect from your site.
Site Architecture: deals with how your site was coded and built. This is about the design and functionality of your entire site. Is navigation through your site easy? What is your site’s speed? (Nothing will make a visitor leave any faster than a slow site.) Does your site comply with Google guidelines? Google wants its customers to have the best experience, so make your site such that people who land on it will be happy with what they see.
Trust: Crucial if you are selling books on your site. Features like SSL certificates and HTTPS are now the industry standard. Google expects this from all websites to rank.
Links (off-page SEO): Part of showing legitimacy to Google is a vote of confidence from other sites by linking to your pages. It is best if you build your links manually and not use a program that promises millions of links in two days, as this ensures the relevance of your links.
Personal” Fulfill the needs of your customers once they land on your page. Google sees how long a visitor stays on a page.
Social: Social media platforms are crucial. They work hand-in-hand with SEO and show Google that you’re in it for the long-term and willing to do whatever it takes.
EAT (Expertise, Authority, Trustworthiness): Your content should reflect your dedication to sourcing quality information on the topic. Your content should help you build your reputation and earn the trust of your customers. (Kind of like telling a literary agent why you wrote the book in a query letter.)
SEO and Google Algorithm Updates: An algorithm is a series of operations a search engine uses to calculate and rank websites based on the relevance of a search query. The purpose of algorithms is to weed out those people using Black Hat SEO.
Still with me? I know that this is a lengthy blog. You are also saying: “I don’t design my site, so why should I care about this?” There are thousands (or millions) of people in the world who want to sell you something and are looking to take advantage of you. I have always said: If there is anything more important than knowing what you know, it is knowing what you don’t know–and knowing where to get the answers. If you are thinking of designing a website for your writing, or hiring someone to do it for you, wouldn’t it help to know what questions to ask?
In my next blog, I’ll discuss how search engines work.
Next week at Maine Crime Writers there will be posts by Joe Souza (Monday), Vaughn Hardacker (Tuesday), Gabi Stiteler (Thursday), and Rob Kelley (Friday).
I’m in hot (95 degrees plus), dry (humidity? never heard of it) Los Angeles about to drive in my Turo-rented car (no more Hertz, Avis, Budget, Enterprise et al for me, I only rent from my fellow entrepreneurs). Aren’t we writers all entrepeneurs? 







To get them thinking about what’s out there, I sometimes start with a story or two of my own. For example, one night, on my way to that overbooked classroom in Harvard Square, I was waiting at a light to cross the street. In the clot of traffic that was moving through the light, there was an old wreck of a car, rust-blistered and traffic dinged, windows down on that hot night. The driver wore a wife-beater and dreadlocks, and as the car passed, an aria from an opera drifted out the window. Hot on it’s tailpipe came a Mercedes, with an impeccably dressed late-middle-aged WASPy couple perched on glove leather seats. Those windows were also down, and from inside the car came the teeth-rattling sound of rap music turned up high. The small Asian woman next to me and I exchanged glances, shook our heads, and crossed the street. If I’d been plugged in, or lost in thought, I would have missed it.




From time to time, we share news about new books by Maine crime writers. Today, news of Claire Ackroyd’s newest.
I needed a plot and a puzzle to solve but most of all I wanted characters and a setting that were authentic and respectful. Permission to avoid nail-biting suspense and complicated, unrealistic plot twists came from hearing an interview with Taylor Sheridan – creator of the movie ‘Wind River’. He said his goal was to expose the crisis of missing and exploited women on the Wind River Reservation. His plot, he said, was simple and easily deciphered and he would rely on character and setting to tell his story. I figured if he could do it, so could I.
Nonetheless I persisted and generated a bulky manuscript that, to my horror, prompted lukewarm reactions from two trusted readers. I suddenly understood why I had so disliked what I had written. It was clunky and the tedious expository filler buried my characters and weighed down the action. I pulled the thing from its projected publishing date and went back in with pruning tools, deleting over seven thousand words from a seventy-thousand word monster. Freed of their burdens my characters and the story came back to life and six months later ‘The Body in the Blueberry Barrens’ was a book that I no longer hated.
Kaitlyn Dunnett/Kathy Lynn Emerson here, today thinking about how my TV viewing has changed over the years. As a small child in the 1950s, I remember watching The Howdy Doody Show, and Mary Martin’s Peter Pan, and that my mom was a fan of Raymond Burr’s Perry Mason and the variety shows hosted by Red Skelton and Mel Tormé, among others. Rocky Jones, Space Ranger and Sky King were favorites somewhere toward the end of that period. As I hit the teenage years, I was a big fan of westerns like Bonanza (with a huge crush on Little Joe) and in high school a lot of us tuned in to Soupy Sales when we got home in the afternoon.
I went through a paranormal fangirl period during the years when Buffy, the Vampire Slayer was on, also watching The Dresden Files and Blood Ties with great enthusiasm. I would have watched the adaptation of Charlaine Harris’s Sookie Stackhouse novels, True Blood, but it was on HBO and I was too cheap to subscribe. There isn’t much that appeals to me in that genre or in science fiction anymore, and what there is tends to be either too violent or too silly. I had hopes for Resident Alien but I gave up after season two.
Mostly, I stream things on my iPad, using headphones while the husband watches NESN (Red Sox games), PBS (Cook’s Country, America’s Test Kitchen, This Old House, Antiques Roadshow, Finding Your Roots), Magnolia Network (Maine Cabin Masters) or the Weather Channel (Highway Through Hell and its clones). Sometimes I watch with him, but I prefer something with a plot.
In other future viewing, I’m looking forward to watching several new things. The Marlow Murder Club‘s second season will debut on PBS later this month. There will probably be new seasons of Father Brown and Death in Paradise on BritBox, but alas, no more of Vera. And since sitting in a crowded movie theater no longer holds any appeal for me, I’m planning to stream three about-to-be-released films, the new Superman, the next Jurassic World, and the final Downton Abbey movie—but only after the rental price drops to a reasonable level.
My late August birthday barely got me into first grade at the right time. My social skills didn’t start to expand until I got to college. It took five or six years after college to find some work I could tolerate and I didn’t even commit myself to a relationship until my thirties. I enrolled as the oldest living graduate student at forty-something.













