Maximising Your eBook Sales using Metadata optimisation. The differences between core, descriptive and enhanced metadata. How search algorithms vary across different book search sites and online retailers and how you can ensure your titles are found.

1. Metadata that
Matters
Maximising Your eBook Sales

2. Patrick Crowley
Digital Marketing
Manager,
ePubDirect
@patrickpcrowley

3. So… metadata
…zzzZZZ?

4. METADATA = EBOOK SALES
± Metadata ONLY representation of an
eBook product in market place
± Discoverability

5. Why Metadata?
Metadata is your digital sales rep!
• To create a unique record in the catalogue
• To transact between value chain members
• No charge for metadata
• Without metadata – you’re eBook doesn’t exist
• It’s how you speak to your customers
• It’s how they find you and your products
• It influences their buying decisions
Get Metadata on your business agenda

6. Would you employ this Sales Person?
•Late product information
•Wrong/missing price
•No visuals
•Incomplete information
•Doesn’t know what category the book should be in
•Can’t say what the book is about
•Can’t remember the author’s name/gets it wrong
•Can’t remember what else the author has done
•Isn’t sure if the book is part of a series
•Gets the title wrong
•Can’t spell or string a sentence together
•Gives the wrong publication date
•Doesn’t know when the product will be available
•Isn’t sure where it can be sold

7. So don’t allow your
metadata to perform
in this way

8. Core part of your eBook Strategy
Metadata

9. Don’t believe me?

10. The Evidence
1) Nielsen Bookscan White Paper: The Link
Between Metadata and Sales
2) Our Own Experience
700%
Increase!

11. Case Study – Using Metadata
Sales
up 66%
Challenge:
• The publishing client’s title which was commercial and enjoying good physical
sales. But this had not translated into good eBook sales and was deemed to be
underperforming.
Solution:
• We worked on the metadata to improve sales through adjustments to items such
as
 BIC/BISAC code
 Name
 Price
 Descriptive Metadata
 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%.

13. Case Study – Metadata Management
No 1
Amz.co.uk

14. Metadata Lifecycle

15. Bowker vs Nielsen (vs BISG)
Types of Metadata

16. Metadata & Amazon

17. Searching for title

18. Multiple versions of title
description

19. Metadata & Kobo

20. Same search on Kobo – no result

21. Search 100 instead of 1 hundred

22. Metadata & Google

23. Title found! www.epubdirect.com

24. Searcher Directed to Amazon

25. Importance of Keywords

26. www.epubdirect.com

27. Searching for title www.epubdirect.com

28. Searching for title

29. Metadata & Nook

30. Regional Difference www.epubdirect.com

31. Searching for title www.epubdirect.com

32. Searching for title www.epubdirect.com

33. http://youtu.be/cbtf1oyNg-8
www.epubdirect.comOptimize for humans!

34. ONIX ≠ Metadata
 Metadata can be in any format
 ONIX is the only standard in use for books
www.epubdirect.com

35. Quick word on ONIX 2.1 vs. 3.0
Most “downstream” players still on 2.1
You’ve got till December 2014 to switch
It’s like postponing getting a filling for a
cavity

38.  Profile & awareness
 Good metadata = more sales
 Track the impact of metadata through our eBook Analytics –
get informed!
 Who & what is/are touching the metadata?
 Data cleansing (groan)
 HR – metadata inductions

39.  Enhanced metadata working group
 Systems provider and IT teams , ONIX
 Document all changes to systems in a users guide (both
non-technical and technical versions)
 Ask for help – Us, BIC and Nielsen
 The importance of getting it RIGHT FIRST TIME!

40. www.epubdirect.comGlobal Distribution
EBOOK DISTRIBUTION SERVICES

41. Contact us:
info@epubdirect.com
www.epubdirect.com
@epubdirect
www.epubdirect.comContact Us