1. Tips and Tools for Building
Your Online Visibility Without
Breaking the Bank
IBPA Session 702
May 25, 2010

2. The evolution of publisher’s websites
…..after a commercial for the new
online digital catalog software
EverPub|Publisher

3. EverPub|Publisher
Features
Complete “off-the-shelf” online digital catalog with unlimited
EverPub webpages
Customizable Publisher home page, administrative controls, and
direct author access
Customizable design for each publisher
Authors are able to manage their own information according to
rules established by the Publisher
Widgets (JavaScript) and RSS feeds available
Training, Support, Backup, Maintenance, and Hosting
Mapped to the Publisher’s URL
Search engine optimized home page and book pages
Free software enhancements

4. EverPub|Publisher
Benefits
No additional cost to add more titles
No need to make additional investments as Social Media tools and
strategies change
Search engine optimization is built in to increase the visibility of your
website and your publishing program
EverPub|Publisher software is built on a powerful and reliable content
management system
Authors can take a larger role in your web presence for their books
Daily offsite backup provides confidence for your data integrity
New features, enhancements, revisions, will be added to
EverPub|Publisher at no cost to the publisher

5. EverPub|Publisher
sample home page
Your banner here!
Publisher selects the titles
in the home page scroll.
Publisher selects titles to
be featured.
Publisher selects which author
status links to be included in
home page updates.
Author login.
Category groupings.
Other imprints from the
Publisher.

6. EverPub sample page
YouTube booktrailer
Buy buttons
Blog feed
Description with highlighted
keywords
Twitter feed
Reviews
LinkedIn feed
Downloadables
Metadata
Author picture
Author Bio
Facebook Fan Feed
Author contact information
Upcoming author appearances

7. Administrative dashboards:
for books, authors, and configuration
Provides granular control over
each book and author
Author access limited to
Publisher controls
Complete control to add books,
make changes, and adjust priorities
with immediate results

8. Now onto the IBPA presentation…..
Publisher’s websites were flat,
2-dimensional representations
of their catalogs

9. They were rather passive

10. But today they have become
lively and fun.

11. Changing your perspective
Digitization
Bandwidth
Mobility
The new WOM - Social media

12. What is SEO?
In 2 minutes or less?
Doubtful.

13. GOOGLE’s Overall Ranking Algorithm
Overall Ranking Algorithm
Copyright © 1996-2010 SEOmoz.

14. SEO Definitions

15. SERP
Search Engine Results Page SEM or PPC
Search Engine
Marketing
or
ORGANIC Results Pay Per Click

16. SEO
Search Engine Optimization is the process of
improving ranking in search engine results via
non-paid or ‘organic’ techniques

17. SEM
Search Engine Marketing is the strategy of
improving your search engine results by using
Pay Per Click programs or other paid programs

18. Keywords
a word that a search engine user might use to find
relevant web page(s). If a keyword doesn't appear
anywhere in the text of your web page, it's highly
unlikely your page will appear in the search
results (unless of course you have bid on that
keyword in a pay-per-click search engine).
SEOGlossary.com

19. On-Page SEO
What you include on your website in the content,
design, and coding methodology.
It includes:
Keywords
Keyword Density
Metadata
HTML Coding
SEO friendly URLs
SEO friendly descriptions for your images

20. Behind the scenes coding

21. Off Page SEO
The quantity and quality of the websites and links
that point to your book.
21 Strategies to build your SEO……

22. 21 Ways to build Off-page SEO
1. Community Creation in 12. Business Reviews
Social Networking Sites 13. Local Listings & Yellow Pages
2. Blogging 14. Article Submission
3. Forum Postings 15. Press Release Promotion
4. Search Engine Submission 16. Classifieds Submission
5. Directory Submission 17. Social Shopping Network
6. Social Bookmarking 18. Answers
7. Link Exchange 19. Document Sharing
8. Link Baiting 20. CSS, W3C & RSS Directories
9. Cross-Linking Submission
10. Photo Sharing 21. Widget / Gadget Development
11. Video Promotions
For more information about this list go to blog.everpub.com Seomoz.org 2008

23. TOOLS
Keywords
Wordtracker, KeywordDiscovery, Yahoo’s Keyword
Selector Tool
Site checkers
Alexa
Site Registration
DMOZ.org

24. Basic website elements
and design

25. Planning
Who is your customer?
What is your budget?
What kind of effort can you support?
What is your goal?

26. Planning
Potential strategies
1. Direct book sales
2. Book promotion, information and indirect
book sales
3. Author and book acquisition
4. Building a category or vertical web
destination

27. Website layout
Home page
Sub-home pages
Micro-sites
Site map
Book catalog
About us/contact us/press/submissions static
pages
Credibility/endorsements

28. Think about the flow of your visitor
Think about the flow of your visitor

29. Website design
More art than science?

30. Website design questions
What’s happening behind the scenes? Are the
basic SEO pieces included.
What are the keywords? What does the content
look like?
The overall complexity of the site.
Ratio of navigation to content.

31. Heatmaps
See where people click.
Visualize the user experience on your site.

32. Sample Heatmaps
About Us Product Page
Jakob Nielsen 2006

33. Google Heatmap

34. Free Heatmap
www.feng-gui.com

35. Reasons to use heatmaps
See where people don’t click and why. It helps to…
Optimize landing pages
Optimize link & advert placement
Minimize shopping cart abandonment
Maximize conversions of online forms
Predict how visitors will use your site in the future.
Simplify web usability testing

36. Time to convert your website of isolation to

37. your website as your book marketing platform.

38. Market your site and your individual pages
SEO
Cross-linking within your site (carefully
& logically)
Active social media efforts
Spreading your content
Cross blogging

39. Once they visit
You want them to stay.
And come back again.
And again.
And again.
And again.
And again.
And again.

40. Using your marketing platform
Passive
Book metadata
Author contact information
Curated information
Give to get (FREE)
Credibility & trust (Endorsements)
Content is King!

41. Using your marketing platform
Interactive
Multi-media
User commentary
Downloadable content
Search inside
Calls to action

42. Using your marketing platform
Outbound
Email campaigns – newsletter, blasts
RSS feeds
Viral video

43. Key website goals
Target direct marketing
Fresh content
Free downloadables
Multi-media

44. Email marketing programs

45. Email marketing programs

46. Email marketing programs

47. The good.
The bad.
The ugly.

48. Here is a nice book
page AND a separate,
unconnected page
that is directly from
the author.
There isn’t even a link
on this page to the
author page.
They should be
working together to
promote the title.

49. Amazon
Author
Publisher is
nowhere to be
found

50. A little bit challenging to read…..

51. Flash video is not so SEO friendly.

56. “What’s new”
includes more than
just new books. It
includes events and
projects.
Daily TV programs
– posted on
YouTube
EverPub.com

57. Sub-home page
for browsing
Different sort
approaches
EverPub.com

58. Interweave book
landing page
Long page goes beyond the fold
but has many strong components
and increases the content for
keyword density
EverPub.com

59. Perfect amount of copy
TOC within page
Look inside via Scribd
Vast majority of page devoted
to book, not corporate or
navigation use
EverPub.com

60. Author information
Other title suggestions
Reviews – Amazon and print
Trust emblems for direct
purchasing
EverPub.com

61. Press Release
Preview
Multiple purchase options
Author info w picture
Reviews
Media contact info
Facebook and Twitter
Discussion Wall
EverPub.com

62. PoliPointPress
home page
Blog
Newsletter signup
Download
EverPub.com

63. Strong metadata
Video
Amazon reviews
Additional book
suggestions
Look inside
TOC
Multiple purchase
options
Endorsements
Additional links
Facebook
Hi % of page devoted
to book, not toolbars
EverPub.com

64. EverPub book landing page
All important metadata
Video
Social media links: Facebook, Twitter,
LinkedIn, blog
Reviews
Author bio
Author contact information with separate
blog, FB, and Twitter accounts
Downloadable files
Multiple purchase options
SEO embedded in design
Next author appearance
EverPub.com

65. Related website
links
Look inside
Share
Print
Prominent BUY
button
EverPub.com

66. Audio player and
download
Press & customer
reviews
Additional book
suggestions
Customer wall
EverPub.com

67. KOGAN home page
Video
News headlines
Free! Free! Free!
Easy navigation
Clean, practical design
EverPub.com

68. Free marketing & sales resources are used as a
way to build their newsletters and direct
marketing program

69. Random House
Book landing page
Previews
Separate author section
Reviews
Discussion
Great information
but you need to link
off of the page to get
to it

70. For more information about
EverPub and our services:
contact Neil Levin
neil@everpub.com
301.446.0829