2. What?
Core
Title/subtitle, author/contributors
Format, price, page count, illustrations, series, edition, pub date
ISBN, BISAC/subject codes, territorial rights
Enhanced
Long description (2,000 characters), short description (250 characters)
Author/contributor biography
Q&A, publicity, supplementary material
Reviews, reader feedback
3. Why?
Critical for online discovery, both print and ebook
Most titles discovered via search query
If title isn’t listed in the top 10–20 results of a query, no chance
of discovery
Many different systems of classification
Amazon, Apple, Barnes & Noble, Bowker, Google, Ingram, etc.
Often not compatible, different catalogs/vendors employ different fields
XML data feed (usually ONIX) must be customized for each vendor
Systems constantly changing
4. Where?
Input
Title management system (if working with a publisher or distributor)
Or input directory into vendor system(s)
Output
ONIX feed delivers metadata to various catalogs and vendors
1-2 weeks from input to visibility on catalog/vendor sites
Check output regularly, varies from field to field, site to site
Experiment! No limit to the number of times fields may be changed
5. The “How”
• Collection • Production • Distribution • Follow Thru
• (Business) • (Business/IT) • (IT) • (Business)
9. Collection Points
Editorial Acquisition Development
Copy File
Production Editing
Design
Creation
Marketing
Business
Management
10. Collection Points
Editorial Acquisition Development
Copy File
Production Editing
Design
Creation
Launch/
Sales
Marketing Market Publicity Catalogs
Conference
Planning
Business
Management
11. Collection Points
Editorial Acquisition Development
Copy File
Production Editing
Design
Creation
Launch/
Sales
Marketing Market Publicity Catalogs
Conference
Planning
Business Price
Management Contracts Pub Plan
& Quantity
12. Collection Points
Editorial Acquisition Development
Copy File
Production Editing
Design
Creation
Launch/
Sales
Marketing Market Publicity Catalogs
Conference
Planning
Business Price
Management Contracts Pub Plan
& Quantity
13. Discoverability: Keywords
Google Keyword Tool: adwords.google.com/keywordtool
Market Samurai
Choose your keywords
Look for keywords with high monthly searches,
low competition
Avoid general terms — aim to be targeted, relevant, and specific
Use your keywords
Incorporate into title/subtitle, description, keynote, author bio
14. Discoverability:
BISAC Codes
Subject categories critical for retail and library classification and online
discoverability
BISAC most common standard, often used in combination with more
proprietary classification systems (B&N, Amazon, Google, etc)
52 main subject areas, 3,600+ categories
Every category begins with “general”: avoid using this
Try to assign at least 3 subcategory codes per title
Current codes listed at www.bisg.org
15. Metadata: Maintenance
for Print Books
Pre-Publication
Review title/subtitle, cover image, description, author bio, BISAC
Carefully manage publication date
Post-Publication
Add reviews, user feedback, author publicity and promotion
Experiment with subject codes, price, etc.
Brush Up Your Backlist
The stronger the title, the more important to review periodically
16. Discoverability:
Book Evangelists
Build a community around your book launch
Targeted promotion
Amazon: Reviews, Author Pages, Links, Build Sustained Buying
(Amazon Sales Rank), Lists
Timing
Get reviewers early. Request they post within week of launch
17. Discoverability:
Use Your Biggest Asset
Use your content to promote
Search Inside the Book
Boost keyword search
Make sure targeted keywords are part of your content
Online galleys to build a fan base to help spread the word
18. BEN TODD
Chief Publisher Advocate
Firebrand Technologies
ben@firebrandtech.com
