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Building A Better Wrapper
Brett SanduskyDirector of Product Innovation
Kaplan Publishing
Utilizing the Data Locked Inside Digital Content to Increase “E-” and “P-” Book Discoverability
Metadata + Search + Digital Supply Network
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011000100110100101101110011000010111001001111001001000000110001001101001011011100110000101110010011110010010000001100010011010011000100110100101101110011000010111001001111001001000000110001001101001011011100110000101110010011110010010000001100010011010
Internal Database: The eBook is Metadata
Where do I start? (The must haves)
Title and Subtitle Product description Author name and bio BISACs The Numbers (ISBN, Price, Dates, etc.) Front matter Back matter Cover copy
What do I think about next? (The nice to haves)
Search optimized interior content XML taxonomy and tagging Internal asset tagging
External Databases: Search Engine Optimization (SEO) and the Open Web
Web properties you own/control
Product pages URLs Categorization (Based on proprietary or public taxonomy, e.g. BISAC) Associated assets Associated products Inbound/outbound links
Web properties you do not own/control
Customer tags User generated content
Paid search
Keywords Negative keywords
Tools for Keyword Discovery and Monitoring
Marketing campaigns Focus groups Market research Benchmarking Customer service “Repeat back to me…” exercise
Questions?
Brett SanduskyDirector of Product InnovationKaplan Publishing
[email protected]: Brett SanduskyTwitter: @bsandusky