Category Archives: Huria Search

Serious Problems With Facebook Promotion

Writers, if you are using Facebook to promote your work—especially paid promotion— invest 30 minutes of your time to watch these two videos, and read the article.  It will probably change the way you think about Facebook and save you some time, energy, and money.’s Last 3 Million Visitors

As a content publisher, marketing is part of the job.  As an independent publisher, with limited resources, it is critical I use my resources wisely.  My website’s analytics is an important tool for me. Below is a Google Analytics report which shows the source of’s last 3 million visitors.   last-3000000-visitors

Organic Search Brings 75% of Our Visitors

Ranking high on Google and Bing’s search engine results contributed to bringing more than 75% of our last 3 million visitors.

Creating high quality content, results in higher rankings in search engine results¹. The creation of high quality content is perfectly aligned with’s goal.  No writer or content producer could reasonably argue against a system where the creation of higher quality content results in more visitors.  Visitors, of course, are a primary driver of revenue for a website.

Direct Traffic is Not Too Shabby Either at 13%

The source of our direct traffic is trickier to nail down precisely, but it does result from visitors who come to, by clicking a link on my emailed newsletter, through a bookmarked page, typing an page directly into the browser, and any instance where referral data is not passed².

With all the hype surrounding social media, and Facebook in particular, many writers are ignoring time tested marketing techniques, like a solid mailing list.  Our mailing list has just under 11,000 subscribers, and 100% of them have opened an email within the last 6 months (we actively remove subscribers who haven’t).  Open rates for a typical mailing is at least 20%. This means every mailing will be opened by at least 2,000 readers.  In addition, many of our subscribers are generous enough to be paid subscribers. We also send a mailing, once a month, that is sponsored.  Not only is our eNewsletter an effective way to reach our audience, it is a revenue generator.

Approximately 90% of our traffic is generated directly and through organic search.  The remaining 10% comes from other websites including social media.

Facebook Brings 1% of Our Visitors

It is interesting to note that Wikipedia and Rottentomatoes (RT, a film review aggregator website) sends us just about as many visitors as Facebook.

Publishers have the ability to post links back to their websites on related Wikipedia articles. In general this practice is considered “promotion” and is purportedly against Wikipedia’s guidelines.  Despite that, I’ve followed the lead of major corporations and posted links back to related content.  As the report shows the tactic works as well as engaging on Facebook, but with a fraction of the effort.

Side Bar: I actually stopped posting on Wikipedia over a year ago; the last straw was a battle I had with one of Wikipedia’s editors who seemed hell bent on promoting Zane’s tax liabilities and marginalizing her numerous achievements.

I post interesting content on Facebook almost every day (I’ve shared this article on Facebook too). Again, Wikipedia, where I have not posted a thing in over a year and is free, drives as much traffic as Facebook where I post almost every day and have paid for promotion.

If I add Facebook mobile, Facebook made up just 1.3% of my overall traffic (40K of 3M+ visitors). Of course it is better to have those visitors than not, right?  Well that depends on the effort it takes to get those visitors, and what those visitors do when they visit

Facebook Zero: Considering Life After the Demise of Organic Reach³

Facebook Zero: Considering Life After the Demise of Organic Reach

One major problem with Facebook is that the quality of your content is of little significance. Facebook controls who sees your content. Search engines control who sees your content too, but search engines are motivated, and rewarded, by giving visitors quality search results.  Facebook, on the other hand, is motivated by maximizing their revenue and engagement on their website.

I have watched’s Facebook page “likes” quadruple over the last couple of years, while organic (free) post engagement has dropped substantially.  This is Facebook’s way to create an incentive for marketers to pay for post promotion.  I have experimented with paying for post promotion, but I have yet to reach the level of engagement I enjoyed organically, a few years ago, with far fewer fans.

facebook-boosted-post Last (and Final) Promoted Post Statistics

Despite having more than 20,000 fans and almost 5,000 friends, I reach less than 300 people organically with a typical post.  If I spend $7, I can increase this to 2,000.  But still, this is less than 10% of my fan base and I have to pay to reach them.

Keep in mind this is an audience that I built through my efforts of actively engaging with people on Facebook.

Again, I used to achieve this level of reach without having to pay for it. But those days are over as Facebook has made it clear that organic reach is a thing of the past³ .

And of course all of this assumes you can trust the data the information being provided to you from Facebook.  As the videos above assert there is a lot of click fraud occurring on Facebook.  Are the 2,310 people I paid to see my ad real?  Are the 19 who clicked the link real?  If you ask me, I’d say, “no.”

Take a look at a report (below) which shows the “people” who clicked on my Facebook advertisement. The ad ran for 7 days, from October 1 to October 7, 2015. You will see that the Avg. Session Duration is 00:00:00—this is ZERO time spent on the website!  Whatever clicked the link on my Facebook advertisement didn’t even wait for the page to load.  Needless to say, my content could not have possibly been read, nor could a book purchase have taken place.

The average session time for my websites is measured, not in seconds, but minutes.  A zero second session time is absurd.  Even someone visiting a page by mistake, will take second or two before realizing it, and leaving the page.


Sadly, there is no shortage of social media marketing “experts” who promise to help you maximize the effectiveness your advertising campaigns on Facebook.

Few of us are sophisticated enough to evaluate the effectiveness of these experts or the effectiveness of a Facebook advertising, particularly when the data supplied by Facebook is suspect.  Indeed, many social media marketers would claim, “We got you 2,310 views for only $7.” When in reality, what I got, in this case, was ripped off.

Someone looking at this report may notice that all of the Facebook referrals came from mobile users ( and claim, well Troy your website,, is not optimized for mobile displays.  That is true, but the page I was advertising is optimized for mobile displays.  In fact the link is to a newly redesigned version of which will be officially rolled out in early 2016.

For writers and other content producers managing their own websites, with limited resources, adding the additional effort of maintaining a Facebook page comes at the expense of maintaining and publishing content on your own website.  A compromise that few of us can really afford to make.  That $7, I wasted with Facebook, could have gone toward paying a writer for content that a reader visiting my website would enjoy, and that another website link to.

Why would I continue to take precious resources away from the production of quality content on, which is responsible for 90% of our visitors, and generates revenue, and redirect those resources to Facebook, who we have to pay, to bring of 1% of our visitors, many of whom are probably fraudulent?

On top of that, by promoting posts (a form of advertising on Facebook), I’m literally paying Facebook to provide them with free content.  Continuing to do this defies all reason and logic, so I have stopped.

As mentioned in the first video above, the YouTube social network pays content producers for publishing videos on their platform.  This is the way it is supposed to work. Facebook should be paying us for publishing content on their websites.

Independent Websites Send More Visitors to Than All of Social Media

otherwebsites-linking-to-aalbcIf you were able to scan further down the list of the sources of last 3 million visitors, you would to see the impact of other websites.  If all of the visitors, from hundreds of others sites, that link to were added together they easily exceed all of social media referrals—not just Facebook!  Here is a google search showing other sites with links to, excluding Facebook and Twitter.

Individually, none of these sites (see a short sample listing on the right) are sending as much traffic to, as Facebook, but collectively they send much more—and therein lies our potential.  We just need to recognize the power we have and use it.

Often, the only effort on my part, to get another website to link to, is to publish content that the website’s owner feels is valuable enough to link to. links to thousands of other websites; rarely do we publish a document that does not link to another website.  Sites linking to each other naturally (organically) is the true nature of the World Wide Web.

Another strategy get referral traffic from other websites is to engage on their discussion forums or comment on their articles.  To be clear, I’m not saying spam the comments section of websites with unrelated promotional material. What I am saying is look for articles related to what you may have written and comment in a meaningful or helpful way. A properly curated and managed site, welcomes this type of interaction.

There are websites however that don’t recognize our collective strength and actively avoid linking to other websites. Once I ran into a problem with Ebony Magazine, posting in their comments, and got my feeling hurt 😉  But websites that react the way Ebony are exceptions and definitely not the rule. has operated a discussion forum for over 15 years. Authors are encouraged to post information about their books  and engage with readers. However, author have turned to my Facebook page instead of using my website.  I’m seriously considering removing the Facebook page as it is cannibalizing visitors to

Posting information about one’s books on related Facebook pages or another user’s wall is a strategy many use.  This has resulted in many groups degenerating into a places where writers make “drive by posts,” sharing content from their own pages without even visiting the groups that they are posting to.

Even if many people engage with your content on Facebook, this serves to highlight Facebook’s site, not yours.  A very small fraction of people will actually leave Facebook—and why should they if you are constantly posting on Facebook.

Unfortunately, a Facebook page is becoming the ONLY web presence for many writers and even businesses—they don’t maintain a website at all.  Even a simple website is far more feature rich than a Facebook page can be.  If we factored in Facebook’s invasion of our privacy, selling our personal data, and controlling access to updates; the choice between a Facebook page and a website should be a no-brainer.

If this trend continues the world wide web will be a far less rich place as folks migrate from maintaining websites to creating Facebook pages. Profits generated on the web will be concentrated at the top, greatly reducing the potential for independent websites to grow and for new ones to get started.

For a content producer having a Facebook page as your only web presence is a mistake. Because you are limiting your audience, not just to Facebook users, but to the Facebook users (real or otherwise) you pay Facebook to show it to.

Many writers will tell readers to “follow me on Facebook” and fail to mention their own website, or blog.  Some writers even put the Facebook logo on their business card and marketing material.  Even has Facebook icons on virtually every page.  We give no other entity, save Twitter, as much free promotion as we give Facebook.

All of this attention paid to Facebook reduces attention paid to websites.  In fact many excellent writers, have just given up blogging, or their blogs languish in obscurity, because they not getting enough visitors to make it worth the effort to maintain.  Engaging more aggressively on Facebook, to increase blog readership, is not helping.

The Facebook Game is Rigged

Some might suggest that if you are only getting 1% of your traffic from Facebook, then you must be doing something wrong.  Well you are not.  The game is simply rigged against you as I hope my reports, these videos, and perhaps your personal experience has demonstrated.

Now if Facebook was sending thousands of visitors, who spent time on the website, this article would not have been written.  If there were countless stories of bloggers, magazines, newspapers and writers who realized tremendous success and an increase of readership through their efforts on Facebook, this article would not be necessary.

Instead what I’m experiencing, witnessing and learning in my research is a very different story. It is also a story that is not being told, especially in the Black community.

There is Hope’s time, energy and money will continue to be directed to two primary activities moving forward;

  1. Producing Quality Content
    I first started exactly 18 years ago today (October 10, 1997).  Providing a platform to connecting readers with books about Black culture is what attracts people to this website. Our planned website upgrade will allow us to share information on books in a way that no other website is currently doing.
  2. Advocating, Sharing , and Collaborating with Other Independent Websites
    Spread the word about websites you enjoy.  Figure out ways to collaborate with other websites.  Post comments in the comments section of those websites. If we don’t have an network of strong, independent websites working together, none of us will survive, and our only option will be a Facebook page (or a page on whatever platform has the most power at the time).

    Despite all the caution described about Facebook, we can, for now at least, make Facebook work for us, rather than the other way around, without spending a penny, by simply sharing content on the platform.

If you found this message helpful (or not), please comment below and share it with others.


¹ Of course this is a simplification.  There are other strategies one can employ to rank higher in organic search engine results, without producing high quality content.  Search engines are engaged in a constant effort to defeat those that “game” the system, to rank higher in search results, with lower quality content.  Search engines don’t always get it right, but it is a very difficult task.

² I really should take advantage of tagging URLs.  This will help me identify of the “Direct” traffic in my analytics reports. In fact, I’m also contemplating paying writers by the traffic they help generate to the website, through the use of tracked URLs.

³ In 2012, Facebook famously restricted organic reach of content published from brand pages to about 16 percent. In December 2013, another round of changes reduced it even more.  By February 2014, according to a Social@Ogilvy analysis of more than 100 brand pages, organic reach hovered at 6 percent, a decline of 49 percent from peak levels in October. (All of the detailed data, analysis and practical recommendations are in their white paper.)


How Bloggers Can Help Each Other


A few years ago I created a website, Huria Search, to showcase and highlight the websites of Black content providers, including magazines, newspapers, major websites, and bookstores.

In April of this year, I added a database of Black bloggers ( Today there are 195 blogs in the database. I personally added about 75% of the blogs. Basically, I went to every blog roll and best blog ranking I could find, and added the blogs that were still online and active.

I’ve read content from all of the blogs. Several blogs are well designed, have great content, enjoy a large audience, and are doing well financially. However, all the blogs can benefit from more readers and revenue.

We can—indeed must, do more to support each other.

I have both a personal and collective interest in seeing this happen; I have maintained this blog for over a decade, and understand the challenges bloggers, especially those just starting out, face attracting readers.  I know many good writers who no longer maintain blogs, because they were unable to attract readers or effectively monetize their blogs. Without their contributions, the Web does not reflect the richness of our culture and is a less interesting place.

Some bloggers are migrating to Facebook, but the creativity and unique design of a Blog are simply impossible on a Facebook page. Of course there are also the issues of revenue, privacy, control and even ownership to contend with.

I see no indication the difficulty in attracting readers and generating revenue on a blog will change, in our favor, unless we take action to reverse it. My list of blogs can help readers discover the blogs in the database, but again I think we can do more to help each other.
I don’t pretend to have solutions, but I think if we figure out ways to collectively leverage our blogs, we can all benefit. Before search engines we used webrings, while that may not be a great solution in 2015, it may be better than what we are doing now.

I’m appealing to you for ideas to help all of us in our effort to attract more readers to our blogs. If you have any ideas please consider emailing me at, replying in the comments section below, or better still by sharing your thoughts on a conversation I just started on my discussion forum.

You may add additional blogs to our database by using this form.


Troy Johnson,


Only 54 Black Owned Bookstores Remain in America

This is a follow up to an article, “Death of the Black Owned, Independent, Bookstore,” which was originally published here on March 25, 2012.   The article highlighted the fact the we had lost 66% of our Black owned bookstores, in the United States, over the previous decade. That was and remains an astonishing statistic.

Two years later almost half of the stores still open in 2012 have closed.  You read that correctly, ALMOST HALF!  At the end of this article I’ve included a list of all the Black owned stores that remain open.  Here is a list of the stores that we have lost since 2002.

Harlem, NY's Hue-man Bookstore closed July 2012

Harlem, NY’s Hue-man Bookstore closed July 2012

Our bookstores have closed for every reason under the sun.  Many were started by people with a passion for literature but weak business skills and other have fallen prey to escalating rents and a dismal economy.

Perhaps a more pernicious reason, contributing to the closure of bookstores, is simply less demand for the product.   There is mounting evidence that we, all Americans, are simply reading less.

The National Endowment for the Arts issued a report in 2004, Reading at Risk,
in which they warned us that, “…literary reading in America is not only declining among all groups, but the rate of decline has accelerated, especially among the young.”

It is not just bookstores that are suffering.  Websites that focus on Black books are suffering.  Attendance at book fairs, conferences and festivals are down as well. Some events have even been cancelled due to low registration.

Eso Eon Books

Eso Won Books has been serving the Los Angeles community for almost 25 years.

While literary reading is declining in America, our own platforms are doing very little to indicate that books or the stories and information they contain are worthy of attention, or are important.  Coverage of Black books in magazines and newspaper—even those intended for Black readers is miniscule and critical book reviews are virtually nonexistent.

Now books are clearly not the only way to relate stories or transfer information, but nothing available now, or on the horizon, appears capable of replacing what was lost.

The following is a complete list of the remaining Black owned independent bookstores in the United States.  Please visit our book section for more information about these bookstores and many others that serve communities of color.

If you believe in the importance of bookstores, which are dedicated to books by or about people of African descent, go out of your way to support one of the stores below.

Do we want to see an America where the ONLY place Black books can be purchased is from Amazon?  Do we really want Amazon to have that responsibility—all by themselves?

If visiting and supporting a Black owned bookstore is physically impractical here are a list of websites you can support, including this one,

La Unique African American Books & Cultural Center, Camden, NJ Opened in 1992

La Unique African American Books & Cultural Ctr, Camden, NJ – Opened in 1992

The Last Black Owned Bookstores Open in the U.S.

Pyramid Art Books & Custom Framing – Little Rock, AR
That Bookstore In Blytheville – Blytheville, AR

Smiley’s Bookstore – Carson, CA
Zahra’s Books and Things – Inglewood, CA
Shades of Afrika Bookstore – Long Beach, CA
Eso Won Bookstore – Los Angeles, CA
Marcus Books – Oakland, CA
Underground Books – Sacramento, CA
Marcus Books – San Francisco, CA (read what happened)

DC Bookdiva’s Mobile Bookstore – Washington, DC
Sankofa Video and Bookstore – Washington, DC
The Children Of The Sun – Washington, DC

MeJah Books & Crafts, Tri-State Mall – Claymont, DE

Pyramid Books – Boynton Beach, FL
Dare Books – Longwood, FL

Medu Bookstore, Greenbriar Mall – Atlanta, GA
The Shrine of the Black Madonna – Atlanta, GA
Euphoria Books and Wellness House, Columbus, GA
NuBian Books – Morrow, GA

Lushena Bookstore – Bensenville, IL
Books Ink – Chicago, IL
Da Book Joint – Chicago, IL
Frontline Bookstore – Chicago, IL
The Underground Bookstore – Chicago, IL
Black Expression Book Source – Evergreen Park, IL
Azizi Books – Matteson, IL  (read what happened)

Afri-Ware Inc. – Maywood, IL

The Wild Fig Books – Lexington, KY

Community Book Center – New Orleans, LA

Frugal Bookstore – Roxbury, MA
Olive Tree Books-n-Voices – Springfield, MA

Everyone’s Place – Baltimore, MD
Cartel Cafe & Books Store – Oxon Hill, MD

Black Star Community Book Store –  Detroit, MI
Shrine of the Black Madonna, Book Store and Cultural Center – Detroit, MI
Source Booksellers – Detroit, MI
Off the Beaten Path Books & Cafe – Farmington, MI
Nandi’s Knowledge Cafe – Highland Park, MI
The Truth Bookstore – Southfield, MI
Hood Book Headquarters – Warren, MI
Black Stone Bookstore & Cultural Center – Ypsilanti, MI

Progressive Emporium & Education Center – St. Louis, MO

Aframerican Book Store – Omaha, NE

La Unique African American Books & Cultural Center, Camden, NJ
African American Book Store – Hackensack, NJ
Source of Knowledge – Newark, NJ

Zawadi Books – Buffalo, NY
Becoming Gods Answer Bookstore – New York, NY
Sister’s Uptown Bookstore – New York, NY
Mood Makers Books & Art Gallery Village Gate Square – Rochester, NY
Official Connection Bookstore – Brooklyn NY

A Cultural Exchange – Cleveland, OH
Black Art Plus – Columbus, OH
Ujamaa Book Store – Columbus, OH

Black and Nobel – Philadelphia, PA
Color Book Gallery – Philadelphia, PA
Hakim’s Bookstore and Gift Shop – Philadelphia, PA (The Nation’s Oldest bookstore)
Horizon Books Inc. – Philadelphia, PA
Prosperity Bookstore Inc – Philadelphia, PA

The Booksmith – Seneca, SC
The Malcolm X Center for Self-Determination – Greenville, SC

Alkebu-Lan Images Bookstore & Gift Shop – Nashville, TN

The Pan-African Connection Bookstore – Dallas, TX
The Dock Bookshop – Fort Worth, TX
African Imports Houston – Houston, TX

Positive Vibes – Virginia Beach, VA
House of Consciousness – Norfolk, VA

The Reader’s Choice – Milwaukee, WI

Hakim’s Bookstore - Currently in jeopardy of closing (photo circa 1970s by Yvonne Blake)
Hakim’s Bookstore – Currently in jeopardy of closing (photo circa 1970s by Yvonne Blake)

As of October 9, 2015 the number of stores listed above is 63.  I have added or removed stores from this list since the article was originally published.

Please keep in mind that maintaining this list is resource intensive and is done on a volunteer basis.  Check our bookstore database for additional information about each store.  If you find any inaccurate or missing information here please email me  Also check out our new bookstore map introduced in August of 2014.

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