SEO stands for Search Engine Optimization. Once it was an unknown term; now practically anyone who has a website has probably heard of SEO. But while better known it still remains somewhat unappreciated.
There was a time when an author only had his own imagination, his experience, and, if so blessed, a dictionary as resources. But the world has changed since those olden days.
Every author wants (or should want) to have a tribe. And every time you sell your book that tribe grows. That tribe will include people you don’t know, but it will most likely also include people who you do know.
a website that reflects your book’s name will work if you have written only one book and won’t be writing new books. But if you write more than one book, such a website would be poor. Instead, you will want the website to reflect you as an author.
One of the factors that I like is that Facebook has a large database that can be defined narrowly. While Adwords has similar capabilities Facebook offers, in my opinion, a stronger defining tool that allows me to determine or customize my audience by geography, age, gender, interests, and more.