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Best Practices for Keywords in Metadata, with Jenny Bullough, Manager of Digital Assets at Harlequin Press, and Julie Morris, Project Manager of Standards & Best Practices at BISG
Available as a free PDF download from www.bisg.org/publications
Jenny Bullough, Chair, Harlequin Enterprises
Tod Bookless, Amazon.com
Connie Harbison, Baker & Taylor, Inc.
Caroline Hayes, Barnes and Noble
Julie Morris, BISG
Neha Thanki, BookNet Canada
Tom Richardson, BookNet Canada
Rebecca Albani, Bowker
Ralph Coviello, Bowker
Renee Register, DataCurate LLC
Marianne Nebel, Disney Publishing Worldwide
Graham Bell, EDItEUR
Martha Moore, Firebrand Technologies
Chris Saynor, GiantChair
Kate Brown, Hachette Book Group USA
Rena Kornbluh, Hachette Book Group USA
Miriam Parker, Hachette Book Group USA
Sara Sheehan, Houghton Mifflin Harcourt
Wendell Lotz, Ingram Content Group
Frank McDermott, John Wiley & Sons
Deborah Darrock, Kaplan
Michael Walters, Kensington Publishing Corp.
Charles Hart, Kensington Publishing Corp.
Patricia Simoes, Kobo
Camilla Williams, Library of Congress
David Williamson, Library of Congress
Clark Fife, Macmillan
Julie Blattberg, Open Road Integrated Media
Yonah Hirschman, Pearson
Mary Leif, Pearson
Karen Mitchell, Penguin Random House
Laurel Stokes, Penguin Random House
Jessica Wells, Penguin Random House
Aimee Boyer, Simon and Schuster
Steven Deluca, Simon and Schuster
Suzanne Donahue, Simon and Schuster
Stephanie Lewis, Sourcebooks
Maureen Whelan, United States Government
Printing Office
Katelyn Mirabelli, W.W. Norton
Jenny Bullough Julie Morris
What are keywords?
Why use keywords?
How to use keywords
◦ Choose
◦ Structure
◦ Place
◦ Update
Pop quiz!
Tools
Questions
A word or phrase that describes the content or
theme of a book product that is
1) relevant to the work; and
2) used to supplement the title, subtitle, author
name, description, subject code, and other
consumer-facing display data
Photo: Wisegeek.org
Online search has become more central to
book discovery
When browsing or searching online, can’t rely
on knowledgeable clerk or librarian – must
rely on search algorithms
Best Practices for Keywords in Metadata, with Jenny Bullough, Manager of Digital Assets at Harlequin Press, and Julie Morris, Project Manager of Standards & Best Practices at BISG
Best Practices for Keywords in Metadata, with Jenny Bullough, Manager of Digital Assets at Harlequin Press, and Julie Morris, Project Manager of Standards & Best Practices at BISG
Most major retailers use algorithms that pull
from title, cover copy, first-chapter excerpt,
subject codes – keywords can help refine
search results even further
Increase the likelihood that a book may be
found by consumers using keyword searches
within search engines and on retailer
websites
Keywords are not required data, but can be
used to supplement other metadata supplied
by publishers
Can callout elements of the book that are not
included in the title, highlight particular
content eg gluten-free breakfast
When the consumer’s search term is jargon,
very new, distinctive, or specific; for example:
Let Me Off at the Top!: My Classy Life and
Other Musings (BISAC Subject: HUMOR / Form
/ Parodies)
Possible keywords: Will Ferrell; Anchorman;
movies
When the consumer does not know the exact
title or author of a book, and the title may be
very different from the themes; for example:
Orr: My Story (BISAC Subject: BIOGRAPHY &
AUTOBIOGRAPHY / Sports)
Possible Keywords: ice hockey; Boston Bruins;
Chicago Blackhawks; NHL
To retrieve records that may be classified
outside of a specific BISAC subject, but include
the subject in which the consumer is interested;
for example:
Making Toast: A Family Story (BISAC Subject:
BIOGRAPHY & AUTOBIOGRAPHY / Personal
Memoirs)
Possible Keywords: widowers; grandparents;
grief; caring for children; domestic life;
alternative family
As consumers do not use BISAC subject
classification, search terms can be considered
synonymous with (or inclusive within) the BISAC
subject heading; for example:
Etiquette for Dummies (BISAC Subject:
REFERENCE / Etiquette)
Possible Keywords: manners; behavior;
grooming; dress; social situations
If a commonly known subject term is not
referred to anywhere else in the metadata; for
example:
Catherine, Duchess of Cambridge: A Royal
Souvenir (BISAC Subject: BIOGRAPHY &
AUTOBIOGRAPHY / Royalty)
Possible Keywords: Kate Middleton; Prince
William; Prince George; royal family
To point consumers to another author or title to
which the work at hand is directly related, such
as a sequel or companion that is written by
another author; for example:
Eliza’s Daughter (BISAC Subject: FICTION /
Historical)
Possible Keywords: Jane Austen; Sense &
Sensibility; John Willoughby
Choose unique keywords
Keywords should be used to supplement (but
not duplicate) words or phrases included
within other ONIX data points
Variety improves discoverability
Use your space wisely
For example, for a title set in New York, a
more specific location, such as Hell’s Kitchen,
could be used in the keywords
Choose consumer-oriented keywords
Offer alternative phrases, synonyms, or
refinements to other metadata, using
consumer-oriented language
Consider all of the words and phrases that
consumers might use to search for a book
For example, for a title with World War II as
the setting or context (either fiction or non-
fiction), a set of keywords might include the
following phrases, among others: World War
2, Second World War, WWII
Choose relevant keywords
Keywords should be chosen because of their
ability to describe a book’s content
Referencing an unrelated work or author to
increase search results should be avoided
For example, publishers should use their best
judgment as to whether keywords such as
“Downton Abbey” are in fact relevant to their
works
Single words and multiple-word phrases of 2
to 5 words are acceptable
Cases in which there are legitimate spelling
variations of an important word (for example,
“Hanukkah,” “Chanukah,” and “Chanukkah”),
or cases where there are commonly
misspelled words and names, may be useful
Use as many synonyms as are appropriate
The maximum number of characters in the
Keywords field recommended by this
document, including punctuation and
delimiters, is 500
Because there is no current standard practice
among downstream partners on the limit to
number of keywords accepted or utilized,
keywords should be ordered based on priority
While it is a general best practice to avoid
using punctuation within keyword phrases,
some punctuation may be unavoidable in
phrasing
For example, there are some hyphenated
words users might employ (award-winner)
Limit special characters (such as “&”)
Spaces are acceptable within phrases
Semicolons, rather than commas, should be
used as delimiters, in order to accommodate
phrases
It is a best practice not to include spaces
following the semicolon delimiter
Keywords may be supplied in the Additional
Subject composite. Use multiple keywords
that are expressed as a single string of
independent words or keyword phrases.
Publishers should avoid using the Main
Subject composite to supply keywords
because this composite describes a single
subject value, while keywords are used to
describe multiple subject values.
ONIX 2.1 Example
ONIX 3.0 Example
Keywords should be sent with ONIX records
within six months leading up to publication,
and updated, as needed, with new or more
appropriate keywords after publication
As keywords are developed and decided
upon, they should be added, removed, or
changed in ONIX, as necessary, and ONIX
records re-supplied
It is a best practice to update the entire
keyword field in ONIX whenever a keyword is
added, removed, or changed within a
keyword string
Downstream trading partners should update
keywords whenever new information is
received
Updating keywords to include prize winning
information
Title: Boomerang Bride
Author: Fiona Lowe
BISAC Subject Heading: FIC027020
Romance/Contemporary
Original keywords:
wedding;Wyoming;bride;jilted bride
Updated keywords: RUBY Award winner;RITA
award winner;wedding;Wyoming, bride;jilted
bride
Updating keywords to include newly popular
search terms used by readers
Title: Rush Me
Author: Allison Parr
BISAC Subject Heading: FIC027240
Romance/New Adult
Original keywords: football;NFL;New York;high
school reunion
Updated keywords: sports romance;football;
NFL;New York;high school reunion
Title: A Dance with Dragons
Author: George R. R. Martin
Series: Song of Ice and Fire (Book 5)
BISAC Subject Headings: FIC009020;
FIC002000; FIC028010
Keywords: Game of Thrones;kingdoms;kings;
magic;dragons;HBO series;medieval;saga;
Targaryen
Title: Grain Brain
Subtitle: The Surprising Truth about Wheat, Carbs,
and Sugar--Your Brain's Silent Killers
Author: David Perlmutter
BISAC Subject Headings: HEA017000; HEA039140;
HEA039110; HEA000000
Keywords: Alzheimers;Gluten-free;Celiac;Celiac
disease;auto-immune disease;memory loss;wheat
allergy;gluten allergy;brain
health;neurology;nutrition;weight
loss;migraines;What is gluten;What is gluten-free
Title: Thirteen Reasons Why
Author: Jay Asher
BISAC Subject Categories: JUV028000;
JUV039030; JUV039060
Keywords: Th1rteen R3asons Why;death
aftermath;death;friendship;peer pressure;teen
gossip;adolescent depression; suicide
Which of these keywords should NOT be used?
Title: Mira In the Present Tense
Author: Sita Brahmachari
Possible Keywords: coming of age; death;
coping with loss; jewish teen fiction; young
adult fiction; Fault In Our Stars; family
Which of these keywords should NOT be used?
Title: Mira In the Present Tense
Author: Sita Brahmachari
Possible Keywords: coming of age; death;
coping with loss; jewish teen fiction; young
adult fiction; Fault In Our Stars; family
Which of these keywords should NOT be used?
Title: Capital in the Twenty-First Century
Author: Thomas Piketty
Possible Keywords: New York Times bestseller;
NYTimes best-seller; best-selling; inequality;
wealth inequality; economy; Karl Marx;
economic history
Which of these keywords should NOT be used?
Title: Capital in the Twenty-First Century
Author: Thomas Piketty
Possible Keywords: New York Times bestseller;
NYTimes best-seller; best-selling; inequality;
wealth inequality; economy; Karl Marx;
economic history
Which of these keywords should NOT be used?
Title: The Goldfinch: A Novel
Author: Donna Tartt
Possible Keywords: literary novel; underground
artwork; The Goldfinch; Pulitzer Prize winner;
art mystery
Which of these keywords should NOT be used?
Title: The Goldfinch: A Novel
Author: Donna Tartt
Possible Keywords: literary novel; underground
artwork; The Goldfinch; Pulitzer Prize winner;
art mystery
Which of these keywords should NOT be used?
Title: Hard Choices
Author: Hillary Rodham Clinton
Possible Keywords: female politician; first lady
biography; Secretary of State; women&politics;
women in US politics
Which of these keywords should NOT be used?
Title: Hard Choices
Author: Hillary Rodham Clinton
Possible Keywords: female politician; first lady
biography; Secretary of State; women&politics;
women in US politics
Need help choosing keywords? Try some of these
tools!
Google AdWords Keyword Planner (Replaced
Google Keyword Tool in 2013.)
◦ www.google.com/AdWords
Bing Keyword Research Tool
◦ http://www.bing.com/toolbox/keywords
Google Trends
◦ http://www.google.com/trends/
Open Refine (Formerly Google Refine)
◦ http://openrefine.org/
Google Ngram Viewer (Google Books)
◦ https://books.google.com/ngrams
Best Practices for Keywords in Metadata, with Jenny Bullough, Manager of Digital Assets at Harlequin Press, and Julie Morris, Project Manager of Standards & Best Practices at BISG

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Best Practices for Keywords in Metadata, with Jenny Bullough, Manager of Digital Assets at Harlequin Press, and Julie Morris, Project Manager of Standards & Best Practices at BISG

  • 2. Available as a free PDF download from www.bisg.org/publications
  • 3. Jenny Bullough, Chair, Harlequin Enterprises Tod Bookless, Amazon.com Connie Harbison, Baker & Taylor, Inc. Caroline Hayes, Barnes and Noble Julie Morris, BISG Neha Thanki, BookNet Canada Tom Richardson, BookNet Canada Rebecca Albani, Bowker Ralph Coviello, Bowker Renee Register, DataCurate LLC Marianne Nebel, Disney Publishing Worldwide Graham Bell, EDItEUR Martha Moore, Firebrand Technologies Chris Saynor, GiantChair Kate Brown, Hachette Book Group USA Rena Kornbluh, Hachette Book Group USA Miriam Parker, Hachette Book Group USA Sara Sheehan, Houghton Mifflin Harcourt Wendell Lotz, Ingram Content Group Frank McDermott, John Wiley & Sons Deborah Darrock, Kaplan Michael Walters, Kensington Publishing Corp. Charles Hart, Kensington Publishing Corp. Patricia Simoes, Kobo Camilla Williams, Library of Congress David Williamson, Library of Congress Clark Fife, Macmillan Julie Blattberg, Open Road Integrated Media Yonah Hirschman, Pearson Mary Leif, Pearson Karen Mitchell, Penguin Random House Laurel Stokes, Penguin Random House Jessica Wells, Penguin Random House Aimee Boyer, Simon and Schuster Steven Deluca, Simon and Schuster Suzanne Donahue, Simon and Schuster Stephanie Lewis, Sourcebooks Maureen Whelan, United States Government Printing Office Katelyn Mirabelli, W.W. Norton
  • 5. What are keywords? Why use keywords? How to use keywords ◦ Choose ◦ Structure ◦ Place ◦ Update Pop quiz! Tools Questions
  • 6. A word or phrase that describes the content or theme of a book product that is 1) relevant to the work; and 2) used to supplement the title, subtitle, author name, description, subject code, and other consumer-facing display data
  • 8. Online search has become more central to book discovery When browsing or searching online, can’t rely on knowledgeable clerk or librarian – must rely on search algorithms
  • 11. Most major retailers use algorithms that pull from title, cover copy, first-chapter excerpt, subject codes – keywords can help refine search results even further Increase the likelihood that a book may be found by consumers using keyword searches within search engines and on retailer websites
  • 12. Keywords are not required data, but can be used to supplement other metadata supplied by publishers Can callout elements of the book that are not included in the title, highlight particular content eg gluten-free breakfast
  • 13. When the consumer’s search term is jargon, very new, distinctive, or specific; for example: Let Me Off at the Top!: My Classy Life and Other Musings (BISAC Subject: HUMOR / Form / Parodies) Possible keywords: Will Ferrell; Anchorman; movies
  • 14. When the consumer does not know the exact title or author of a book, and the title may be very different from the themes; for example: Orr: My Story (BISAC Subject: BIOGRAPHY & AUTOBIOGRAPHY / Sports) Possible Keywords: ice hockey; Boston Bruins; Chicago Blackhawks; NHL
  • 15. To retrieve records that may be classified outside of a specific BISAC subject, but include the subject in which the consumer is interested; for example: Making Toast: A Family Story (BISAC Subject: BIOGRAPHY & AUTOBIOGRAPHY / Personal Memoirs) Possible Keywords: widowers; grandparents; grief; caring for children; domestic life; alternative family
  • 16. As consumers do not use BISAC subject classification, search terms can be considered synonymous with (or inclusive within) the BISAC subject heading; for example: Etiquette for Dummies (BISAC Subject: REFERENCE / Etiquette) Possible Keywords: manners; behavior; grooming; dress; social situations
  • 17. If a commonly known subject term is not referred to anywhere else in the metadata; for example: Catherine, Duchess of Cambridge: A Royal Souvenir (BISAC Subject: BIOGRAPHY & AUTOBIOGRAPHY / Royalty) Possible Keywords: Kate Middleton; Prince William; Prince George; royal family
  • 18. To point consumers to another author or title to which the work at hand is directly related, such as a sequel or companion that is written by another author; for example: Eliza’s Daughter (BISAC Subject: FICTION / Historical) Possible Keywords: Jane Austen; Sense & Sensibility; John Willoughby
  • 19. Choose unique keywords Keywords should be used to supplement (but not duplicate) words or phrases included within other ONIX data points Variety improves discoverability Use your space wisely For example, for a title set in New York, a more specific location, such as Hell’s Kitchen, could be used in the keywords
  • 20. Choose consumer-oriented keywords Offer alternative phrases, synonyms, or refinements to other metadata, using consumer-oriented language Consider all of the words and phrases that consumers might use to search for a book For example, for a title with World War II as the setting or context (either fiction or non- fiction), a set of keywords might include the following phrases, among others: World War 2, Second World War, WWII
  • 21. Choose relevant keywords Keywords should be chosen because of their ability to describe a book’s content Referencing an unrelated work or author to increase search results should be avoided For example, publishers should use their best judgment as to whether keywords such as “Downton Abbey” are in fact relevant to their works
  • 22. Single words and multiple-word phrases of 2 to 5 words are acceptable Cases in which there are legitimate spelling variations of an important word (for example, “Hanukkah,” “Chanukah,” and “Chanukkah”), or cases where there are commonly misspelled words and names, may be useful Use as many synonyms as are appropriate
  • 23. The maximum number of characters in the Keywords field recommended by this document, including punctuation and delimiters, is 500 Because there is no current standard practice among downstream partners on the limit to number of keywords accepted or utilized, keywords should be ordered based on priority
  • 24. While it is a general best practice to avoid using punctuation within keyword phrases, some punctuation may be unavoidable in phrasing For example, there are some hyphenated words users might employ (award-winner) Limit special characters (such as “&”)
  • 25. Spaces are acceptable within phrases Semicolons, rather than commas, should be used as delimiters, in order to accommodate phrases It is a best practice not to include spaces following the semicolon delimiter
  • 26. Keywords may be supplied in the Additional Subject composite. Use multiple keywords that are expressed as a single string of independent words or keyword phrases. Publishers should avoid using the Main Subject composite to supply keywords because this composite describes a single subject value, while keywords are used to describe multiple subject values.
  • 29. Keywords should be sent with ONIX records within six months leading up to publication, and updated, as needed, with new or more appropriate keywords after publication As keywords are developed and decided upon, they should be added, removed, or changed in ONIX, as necessary, and ONIX records re-supplied
  • 30. It is a best practice to update the entire keyword field in ONIX whenever a keyword is added, removed, or changed within a keyword string Downstream trading partners should update keywords whenever new information is received
  • 31. Updating keywords to include prize winning information Title: Boomerang Bride Author: Fiona Lowe BISAC Subject Heading: FIC027020 Romance/Contemporary Original keywords: wedding;Wyoming;bride;jilted bride Updated keywords: RUBY Award winner;RITA award winner;wedding;Wyoming, bride;jilted bride
  • 32. Updating keywords to include newly popular search terms used by readers Title: Rush Me Author: Allison Parr BISAC Subject Heading: FIC027240 Romance/New Adult Original keywords: football;NFL;New York;high school reunion Updated keywords: sports romance;football; NFL;New York;high school reunion
  • 33. Title: A Dance with Dragons Author: George R. R. Martin Series: Song of Ice and Fire (Book 5) BISAC Subject Headings: FIC009020; FIC002000; FIC028010 Keywords: Game of Thrones;kingdoms;kings; magic;dragons;HBO series;medieval;saga; Targaryen
  • 34. Title: Grain Brain Subtitle: The Surprising Truth about Wheat, Carbs, and Sugar--Your Brain's Silent Killers Author: David Perlmutter BISAC Subject Headings: HEA017000; HEA039140; HEA039110; HEA000000 Keywords: Alzheimers;Gluten-free;Celiac;Celiac disease;auto-immune disease;memory loss;wheat allergy;gluten allergy;brain health;neurology;nutrition;weight loss;migraines;What is gluten;What is gluten-free
  • 35. Title: Thirteen Reasons Why Author: Jay Asher BISAC Subject Categories: JUV028000; JUV039030; JUV039060 Keywords: Th1rteen R3asons Why;death aftermath;death;friendship;peer pressure;teen gossip;adolescent depression; suicide
  • 36. Which of these keywords should NOT be used? Title: Mira In the Present Tense Author: Sita Brahmachari Possible Keywords: coming of age; death; coping with loss; jewish teen fiction; young adult fiction; Fault In Our Stars; family
  • 37. Which of these keywords should NOT be used? Title: Mira In the Present Tense Author: Sita Brahmachari Possible Keywords: coming of age; death; coping with loss; jewish teen fiction; young adult fiction; Fault In Our Stars; family
  • 38. Which of these keywords should NOT be used? Title: Capital in the Twenty-First Century Author: Thomas Piketty Possible Keywords: New York Times bestseller; NYTimes best-seller; best-selling; inequality; wealth inequality; economy; Karl Marx; economic history
  • 39. Which of these keywords should NOT be used? Title: Capital in the Twenty-First Century Author: Thomas Piketty Possible Keywords: New York Times bestseller; NYTimes best-seller; best-selling; inequality; wealth inequality; economy; Karl Marx; economic history
  • 40. Which of these keywords should NOT be used? Title: The Goldfinch: A Novel Author: Donna Tartt Possible Keywords: literary novel; underground artwork; The Goldfinch; Pulitzer Prize winner; art mystery
  • 41. Which of these keywords should NOT be used? Title: The Goldfinch: A Novel Author: Donna Tartt Possible Keywords: literary novel; underground artwork; The Goldfinch; Pulitzer Prize winner; art mystery
  • 42. Which of these keywords should NOT be used? Title: Hard Choices Author: Hillary Rodham Clinton Possible Keywords: female politician; first lady biography; Secretary of State; women&politics; women in US politics
  • 43. Which of these keywords should NOT be used? Title: Hard Choices Author: Hillary Rodham Clinton Possible Keywords: female politician; first lady biography; Secretary of State; women&politics; women in US politics
  • 44. Need help choosing keywords? Try some of these tools! Google AdWords Keyword Planner (Replaced Google Keyword Tool in 2013.) ◦ www.google.com/AdWords Bing Keyword Research Tool ◦ http://www.bing.com/toolbox/keywords Google Trends ◦ http://www.google.com/trends/ Open Refine (Formerly Google Refine) ◦ http://openrefine.org/ Google Ngram Viewer (Google Books) ◦ https://books.google.com/ngrams

Notas do Editor

  1. Keywords should not be used to reference competitive titles, that have little or no relation to the book’s content
  2. Description: What are the grand dynamics that drive the accumulation and distribution of capital? Questions about the long-term evolution of inequality, the concentration of wealth, and the prospects for economic growth lie at the heart of political economy. But satisfactory answers have been hard to find for lack of adequate data and clear guiding theories. In Capital in the Twenty-First Century, Thomas Piketty analyzes a unique collection of data from twenty countries, ranging as far back as the eighteenth century, to uncover key economic and social patterns. His findings will transform debate and set the agenda for the next generation of thought about wealth and inequality. Piketty shows that modern economic growth and the diffusion of knowledge have allowed us to avoid inequalities on the apocalyptic scale predicted by Karl Marx. But we have not modified the deep structures of capital and inequality as much as we thought in the optimistic decades following World War II. The main driver of inequality--the tendency of returns on capital to exceed the rate of economic growth--today threatens to generate extreme inequalities that stir discontent and undermine democratic values. But economic trends are not acts of God. Political action has curbed dangerous inequalities in the past, Piketty says, and may do so again.
  3. The term “best-selling” is vague and does not accurately describe an award the book has received.