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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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 MonitoringGoogle Search-based Keyword Tool

Tools for Keyword Discovery and MonitoringGoogle Analytics

Tools for Keyword Discovery and MonitoringSocial media monitoring

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

Brett.Sandusky@kaplan.comLinkedIn: Brett

SanduskyTwitter:

@bsandusky

Thank you!