using seo in ebook metadata marketing

Using SEO in Metadata Marketing

ePubDirectGlobal eBook Distribution

AWARD-WINNING GLOBAL EBOOK DISTRIBUTION

http://www.epubdirect.com/

EPUBDIRECT | GLOBAL EBOOK DISTRIBUTION

AUTHORPatrick CrowleyDigital Marketing Manager

With seven years experience in publishing and a track

record of achievement in business development,

strategic planning and online marketing, Patrick is

responsible for managing the relationships between

eBook retailers and ePubDirect’s client publishers.

An expert in metadata, discoverability and inbound

marketing, he collaborates with strategic partners to

maximise commercial opportunities in the digital world.

[email protected]

Follow him on Twitter @patrickpcrowley

2 www.epubdirect.com

Metadata = Sales

CONTENTWhy SEO is important 4

SEO Case Study 6

Keyword Research 7

Tracking Your eBook’s Success 9

We were anxious to grow eBook sales and were able to achieve this through the fantastic support, help, advice and expertise delivered by ePubDirect. This has been a super exercise and we have learned so much.Paul Neilan, Sales Manager, Gill and Macmillan

We are delighted to be working with ePubDirect. They are in touch with the changing retail landscape and are flexible and responsive. The distribution portal is excellent—easy to use and understand, with comprehensive live sales data and flexible billing reports.Rebecca Smart, CEO, Osprey

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Chapter 1Why SEO is important to you


SEO is the process of structuring your metadata

or eBook so that it is found, read, and indexed by

retailers/search engines in the most effective manner

possible.

This makes your eBook and its content attractive,

relevant and visible to retailer, search engines and

customers.

SEO IN METADATA MARKETING

Search Engine Optimization (SEO) makes your eBook

easy for both users and retailer/search engines to

understand. Amazon and Google still can’t see and

understand your information the same way a human

does. SEO helps the retailers/engines figure out what

each eBook is about, and how it may be useful for

users.

WHAT IS SEO?

MAKE IT EASY!


WHY IS THIS IMPORTANT?

Online eBook consumer behaviour is very different to

traditional ‘Bricks and Mortar’ book buying behaviour.

With an eBook, you don’t have a tangible product so

all the potential customers makes their decision on is

the information you give them. You might have a great

eBook but if people cannot easily locate it they can’t

purchase it. Potentially valuable customers never even

know you are there.

SEO is the tool that can be used to insure that your

eBook is listed as close as possible to the top of the

relevant search results on Amazon, Apple, Google,

Kobo, and any number of other online retailers and

e-libraries.

Without SEO it will be as if those customers walk right

past your book on the shelf without even knowing

that its there. Should SEO be important to you? You

can bank on it.

MAXIMISE

It is a tremendous responsibility for us to have all the eyes focused on what we do and give people exactly what they need when they ask for it.Larry Page - Google

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Chapter 2SEO Case Study


CHALLENGE:ePubDirect’s client publisher had a great mass market

title which was enjoying good physical sales. But this

had not translated into good eBook sales and the title

was deemed to be underperforming.

SOLUTION:ePubDirect worked with the client publisher to

improve sales. Adjustments were made to the title

SEO in the areas of

• Title

• Subtitle

• Descriptive Metadata

• Author Description

These changes were monitored for impact on sales

and supported by in-house marketing support.

EVALUATION:Within 8 weeks the quantity of the titles sales

increased by 75% and revenue increased by 66%.

MONITOR YOUR DATA

OPTIMISE

75%INCREASEIN TITLE SALES

66%INCREASE

IN REVENUE


Chapter 3Keyword Research

Keyword research is one of the most important,

valuable, and high return activities in the search

marketing field. Ranking for the “right” keywords can

make or break your eBook.

Through the detective work of puzzling out your

market’s keyword demand, you not only learn which

terms and phrases to target with SEO, but also learn

more about your customers as a whole.

USE DATA NOT GUT INSTINCTYou can find out what search terms people are

actually looking for around your title/subject area so

don’t guess! Analyse your subject area and see what

the most popular search terms are, check to see

what terms are high competition and which have low

competition.

BUILD A KEYWORD LIST FOR EACH GENRE OR SERIESPick a list of words relevant to your

list. Then create separate lists of these

keywords for title or series. Focus on “long-

tail keywords” – keywords that are very

specific to your title and the topic it covers.

For example: fiction is a broad keyword

that will be hard to get traffic for, and

fiction fantasy romance is a long-tail key term with

less competition that will be easier to get traffic for.

LEARN ABOUT YOUR CUSTOMERS


DO INTERNATIONAL KEYWORD RESEARCH See what keywords are most popular in each country

you’re targeting, and optimise the metadata accordingly.

Also, remember that even a correct and accurate

translation of a keyword or term may not be what people

actually use to search for a product or service locally.

USE CORRECT SPELLING VARIATIONSAmerican and British folks may speak the same language,

but there are nuances that are important to address

(color vs. colour, optimization vs. optimisation, etc.) To

all you U.S. readers: you thought we were misspelling

“optimise,” didn’t you?

KEYWORD RESEARCH IS FREE AND EFFECTIVE!Keyword research will inspire and educate. Discover the

long tail of keyword research. Find the best keywords

for your eBook list. Discover keywords, search engines

- and how to get more visitors to your eBook. The most

popular tool is the Google Keyword Planner, but there

are many others like SEOBOOK and FREEPPCSPY.

THINK GLOBAL

TRACK YOUR SUCCESS


Chapter 4Tracking Your eBook’s Success

Ensure that you have eBook analytics in place to

measure the success of your eBook strategy. Visibility

on eBook performance has become crucial for

publishers to enable them make decisions around

pricing, sales channels, return on investment and

future resource allocation.

You can use eBook Insights from ePubDirect to

track your performance, both internally and against

industry specific benchmarks.

You can also measure the effect of marketing

campaigns and react to daily sales information. In this

way you are able to measure your eBook’s success!

TRACK YOUR SUCCESS

Flash reportsPublisher Sales TimelineOverview

Period Summary Year To Date Average Selling Prices

Titles Sold: Titles Sold: Your Average:

353 1360 8.56Earnings: Earnings: ePubDirect Average:

1511.03 6851.25 5.54Unit Difference on Comparison Period: Average Revenue per Title Sold: Difference:

7.2% 5.04 54.4%

more expensive

Top Five Selling Countries Country Sales Breakdown

No. Country Code Count

1 USA 102

2 UK 85

3 Australia 77

4 Ireland 56

5 Canada 44

Top Sellers Retailer Quantity Breakdown

No. Title Revenue

1 Jane Eyre 120.33

2 Wuthering Heights 113.02

3 Portrait of the Art-ist as a Young Man

78.14

4 Heart of Darkness 98.14

5 Hamlet 54.88

0

100

USA IRE GB AU CA

80

70

605040

302010

90

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When everyone is playing the same game, your execution is crucial!“ ”



Titles Sold: Titles Sold: Your Average:

353 1360 8.56Earnings: Earnings: ePubDirect Average:

1511.03 6851.25 5.54Unit Difference on Comparison Period: Average Revenue per Title Sold: Difference:

7.2% 5.04 54.4%

more expensive



1 USA 102

2 UK 85

3 Australia 77

4 Ireland 56

5 Canada 44


No. Title Revenue

1 Jane Eyre 120.33

2 Wuthering Heights 113.02

3 Portrait of the Art-ist as a Young Man

78.14

4 Heart of Darkness 98.14

5 Hamlet 54.88

0

100

USA IRE GB AU CA

80

70

605040

302010

90


Our analytics platform captures all available sales information, from monthly reports to daily flash reports, and combines it with marketing information to build

a picture of the variations in performance of your list.

• Track against KPI’s and industry speci�c benchmarks • View Sales Data • Measure the impact of

Marketing campaigns

WHEN EVERYONE IS PLAYING THE SAME GAME, YOUR EXECUTION IS CRITICAL.

DRAMATICALLY IMPROVE YOUR EBOOK ROI

T: +44 870 8200049 | T: +353 21 7304650E: [email protected] | www.epubdirect.com

TRY IT FOR YOURSELF

Simply scan the QR code to access a trial version of the software

Or simply visit: www.epubdirect.com/analytics

For further information on ePubDirect's service, or to discuss any of our packages please get in touch anytime.

T: +44 870 8200049 | T: +353 21 7304650E: [email protected] | www.epubdirect.com

3 SIMPLE STEPS

SELECTOUTLETS1 2 3 TTTOOOUUUTTTLLEEETTSSS

3 SI

UPLOAD DISTRIBUTE

SALESREPORTS

TITLE REPORT

DAILY SALES REPORT

MARKETINGROI REPORT

SALES CHANNEL

REPORT

DASHBOARD

PS

3 DISTRIBUTE

MARKETINGTOI REPORT

Straightforward eBook Distribution

• Analyse and review key performance indicators (KPIs) to show key variances and period-on-period trends

• Track the performance of multiple marketing campaigns against current sales data

• Measure marketing ROI against sales volumes and revenues

• Accurate and timely business intelligence across your entire list allowing you to maximize productivity and identify key issues



Highlight an area of the graph with your cursor to zoom. Double click to zoom out.

Flash Report

Marketing SpendCampaign A€75

Campaign B€100

Campaign C€150

Units Sold

eBookInsightsFrom ePubDirect





Titles Sold: Titles Sold: Your Amazon Average:

26042 16219 32.9%Earnings: Earnings: ePubDirect Average:

Amazon Average

34623.96 10686.79 34.1%



1 USA 15179

2 GB 7281

3 Ireland 1686

4 Australia 1016

5 Canada 710


Retailer Units Sold

Amazon 4965

Amazon UK 3284

Apple 1645

Barnes & Noble 378

Kobo 691

Sales Group 2 253

Sales Group 2 - Libraries 567

Total 11783

0

20000

USA

15179

7281

1686 16321016 710

GB IE AU CA RoW

15000

10000

5000

6 Rest of World 1632

Amazon

Amazon UK

Apple

Barnes & Noble

Kobo

Sales Group 2

Sales Group 2Libraries

28%

14%

6%3%

5%

42%


60

50

40

30

20

10

0

31-Jul-12 3-Aug-12 6-Aug-12 9-Aug-12 12-Aug-12 15-Aug-12 18-Aug-12 21-Aug-12 24-Aug-12 27-Aug-12

Visibility on eBook performance has become crucial for publishers to enable them make decisions around priceing , sales channels, ROI and future resource allocation.

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Contact us now for a free demo of our analytics package

Contact us now for a free Metadata evaluation


AWARD-WINNING GLOBAL EBOOK DISTRIBUTION


mailto:[email protected]?subject=Analytics Demo

mailto:[email protected]?subject=Metadata Evaluation

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