"Building a Smarter Wrapper: Utilizing the Data Locked Inside Digital Content to Increase 'E-' and 'P-' Book Discoverability" E-Books bring the promise of easier, cheaper and faster distribution in a digital supply network free of physical limitations. But they also create new challenges related to discoverability in an already crowded marketplace. Fortunately, digital products contain internal exploitable data which can vastly improve the discoverability and sales across all formats. Knowing where these pockets of data lie, along with how to manipulate and fit them into a production workflow, is key to developing better sales. This presentation shows you why…and, more importantly, demonstrates several easy, no-fail methods you can implement today.

1. Building A Better Wrapper
Utilizing the Data Locked Inside Digital Content
to Increase “E-” and “P-” Book Discoverability
Brett Sandusky
Director of Product Innovation
Kaplan Publishing

2. Metadata + Search + Digital Supply Network
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3. 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

4. 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

5. Tools for Keyword Discovery and Monitoring
Google Search-based Keyword Tool

6. Tools for Keyword Discovery and Monitoring
Google Analytics

7. Tools for Keyword Discovery and Monitoring
Social media monitoring

8. Tools for Keyword Discovery and Monitoring
 Marketing campaigns
 Focus groups
 Market research
 Benchmarking
 Customer service
 “Repeat back to me…” exercise

9. Questions?
Brett Sandusky
Director of Product Innovation
Kaplan Publishing
Brett.Sandusky@kaplan.com
LinkedIn: Brett Sandusky
Twitter: @bsandusky

10. Thank you!