Updated May 2026 to reflect current data.

Richard Lowe, The Writing King, appeared on Bestseller TV to talk about leveraging LinkedIn, keyword strategy across LinkedIn and Amazon ads, the ghostwriting process, and how to promote a book. Underneath the separate topics is one idea worth pulling out on its own: on every platform, the right keyword is the line between being found and being invisible.

BOOK YOUR PRIVATE CONSULTATION

In this episode

Keywords decide who finds you

It’s easy to treat LinkedIn and Amazon as unrelated worlds, one a professional network, the other a bookstore. But the mechanism that decides whether anyone sees you is the same on both: keywords. Pick the terms your audience actually searches for and you surface; pick vague or wrong ones and you disappear, no matter how good the profile or the book is. Richard’s point is that keyword strategy isn’t a niche tactic, it’s the foundation of discoverability everywhere.

On LinkedIn: keywords surface you

LinkedIn, and Google behind it, reads your profile and your articles for keywords and surfaces you accordingly. That’s why a headline stuffed with your job title does little, while one built around what you do and the terms people search for can put you in front of the right audience. The same applies to the articles and posts you publish: written around a clear, searchable subject, they pull in readers who were already looking for exactly that.

On Amazon: keywords and ads

Amazon plays a blunter game. Its keyword matching is literal rather than context-smart the way Google’s is, so it simply files your book under the words you give it, which means choosing your categories and keywords deliberately is what makes a book findable at all. The same logic drives Amazon’s ads, which are keyword-targeted and pay-per-click: aim them at the right terms and they can work for a stretch; aim them carelessly and the budget evaporates with little to show. Either way, the keyword is the lever.

The book, and the promotion that follows

None of this replaces the book itself. Richard’s ghostwriting work captures a client’s expertise and voice through interviews and turns it into a finished book, but he’s blunt that publishing is the start, not the finish. A book doesn’t sell itself; discoverability and promotion are the work that follows, and getting the keywords right on the platforms where readers and clients are looking is a large part of that work. A ghostwriter can help with both the writing and the thinking behind being found.

Find Richard Lowe at TheWritingKing.com.

Common questions from this conversation

Why do keywords matter so much?
Because they decide whether you’re found or invisible. On any platform, choosing the terms your audience actually searches for is what surfaces you; the wrong terms, or vague ones, leave even strong work undiscovered.

How do keywords work on LinkedIn?
LinkedIn, and Google, surface profiles and articles by keyword. Build your headline and your content around what you do and the terms people search for, rather than just your job title, so the right audience finds you.

How are Amazon keywords different from Google’s?
Amazon is literal rather than context-smart. It files your book under the exact words you give it, so your category and keyword choices have to be deliberate, or the book stays hidden no matter how good it is.

Do keyword-targeted Amazon ads work?
They can, at least for a while. But they’re pay-per-click, so the wrong keywords drain a budget quickly. The discipline is the same as everywhere else: target the right terms and watch the spend.

Does a ghostwriter help with discoverability too?
Yes. Beyond writing the book, a ghostwriter can help with the thinking behind getting it found, because publishing is the beginning of the work, not the end.