IBPA University 052510 -Session 702

Tips and Tools for Building Tips and Tools for Building

Your Online Visibility Without Your Online Visibility Without

Breaking the BankBreaking the Bank

IBPA Session 702IBPA Session 702May 25, 2010May 25, 2010

……..after a commercial for the new ..after a commercial for the new

online digital catalogonline digital catalog softwaresoftware

EverPubEverPub||PublisherPublisher

The evolution of publisherThe evolution of publisher’’s websitess websites

EverPubEverPub||PublisherPublisherFeaturesFeatures

�� Complete Complete ““offoff--thethe--shelfshelf”” online digital catalog with unlimited online digital catalog with unlimited

EverPubEverPub webpageswebpages

�� Customizable Publisher home page, administrative controls, and Customizable Publisher home page, administrative controls, and

direct author accessdirect author access

�� Customizable design for each publisherCustomizable design for each publisher

�� Authors are able to manage their own information according to Authors are able to manage their own information according to

rules established by the Publisherrules established by the Publisher

�� Widgets (JavaScript) and RSS feeds available Widgets (JavaScript) and RSS feeds available

�� Training, Support, Backup, Maintenance, and Hosting Training, Support, Backup, Maintenance, and Hosting

�� Mapped to the PublisherMapped to the Publisher’’s URLs URL

�� Search engine optimized home page and book pagesSearch engine optimized home page and book pages

�� Free software enhancements Free software enhancements

EverPubEverPub||PublisherPublisherBenefitsBenefits

�� No additional cost to add more titlesNo additional cost to add more titles

�� No need to make additional investments as Social Media tools andNo need to make additional investments as Social Media tools and

strategies changestrategies change

�� Search engine optimization is built in to increase the visibilitSearch engine optimization is built in to increase the visibility of your y of your

website and your publishing programwebsite and your publishing program

�� EverPub|PublisherEverPub|Publisher software is built on a powerful and reliable content software is built on a powerful and reliable content

management system management system

�� Authors can take a larger role in your web presence for their boAuthors can take a larger role in your web presence for their booksoks

�� Daily offsite backup provides confidence for your data integrityDaily offsite backup provides confidence for your data integrity

�� New features, enhancements, revisions, will be added to New features, enhancements, revisions, will be added to

EverPub|PublisherEverPub|Publisher at no cost to the publisherat no cost to the publisher

EverPubEverPub||PublisherPublishersample home pagesample home page

Your banner here!

Publisher selects the titles in the home page scroll.

Publisher selects titles to be featured.

Publisher selects which author status links to be included in

home page updates.

Other imprints from the Publisher.

Category groupings.

Author login.

EverPub sample page

Buy buttons

Description with highlighted keywords

ReviewsLinkedIn feed

Upcoming author appearances

Author contact information

Facebook Fan Feed

YouTube booktrailer

Twitter feed

Blog feed

Downloadables

Author pictureAuthor Bio

Metadata

Administrative dashboards: Administrative dashboards: for books, authors, and configurationfor books, authors, and configuration

� Provides granular control over

each book and author

� Author access limited to

Publisher controls

� Complete control to add books,

make changes, and adjust priorities

with immediate results

PublisherPublisher’’s websites were flat, s websites were flat,

22--dimensional representations dimensional representations

of their catalogs of their catalogs

Now onto the IBPA presentation…..

They were rather passive

But today they have become But today they have become

lively and fun.lively and fun.

Changing your perspectiveChanging your perspective

�� DigitizationDigitization

�� BandwidthBandwidth

�� MobilityMobility

�� The new WOM The new WOM -- Social mediaSocial media

What is SEO? What is SEO?

In 2 minutes or less?

Doubtful.

Overall Ranking Algorithm

Copyright © 1996-2010 SEOmoz.

GOOGLE’s Overall Ranking Algorithm

SEO DefinitionsSEO Definitions

SERPSERP

Search Engine Results PageSearch Engine Results Page SEM or PPCSearch Engine

Marketing

or

Pay Per ClickORGANIC Results

SEOSEO

Search Engine Optimization is the process of Search Engine Optimization is the process of

improving ranking in search engine results via improving ranking in search engine results via

nonnon--paid or paid or ‘‘organicorganic’’ techniquestechniques

SEMSEM

Search Engine Marketing is the strategy of Search Engine Marketing is the strategy of

improving your search engine results by using improving your search engine results by using

Pay Per Click programs or other paid programsPay Per Click programs or other paid programs

KeywordsKeywords

a word that a search engine user might use to find a word that a search engine user might use to find

relevant web relevant web page(spage(s). If a keyword doesn't appear ). If a keyword doesn't appear

anywhere in the text of your web page, it's highly anywhere in the text of your web page, it's highly

unlikely your page will appear in the search unlikely your page will appear in the search

results (unless of course you have bid on that results (unless of course you have bid on that

keyword in a paykeyword in a pay--perper--click search engine). click search engine).

SEOGlossary.comSEOGlossary.com

OnOn--Page SEOPage SEO

What you include on your website in the content, What you include on your website in the content,

design, and coding methodology.design, and coding methodology.

It includes:It includes:

KeywordsKeywords

Keyword DensityKeyword Density

MetadataMetadata

HTML CodingHTML Coding

SEO friendly URLsSEO friendly URLs

SEO friendly descriptions for your imagesSEO friendly descriptions for your images

Behind the scenes coding

Off Page SEOOff Page SEO

The quantity and quality of the websites and links The quantity and quality of the websites and links

that point to your book.that point to your book.

21 Strategies to build your SEO21 Strategies to build your SEO…………

21 Ways to build Off21 Ways to build Off--page SEOpage SEO

1.1. Community Creation in Community Creation in Social Networking SitesSocial Networking Sites

2.2. BloggingBlogging

3.3. Forum PostingsForum Postings

4.4. Search Engine SubmissionSearch Engine Submission

5.5. Directory SubmissionDirectory Submission

6.6. Social BookmarkingSocial Bookmarking

7.7. Link ExchangeLink Exchange

8.8. Link BaitingLink Baiting

9.9. CrossCross--LinkingLinking

10.10. Photo SharingPhoto Sharing

11.11. Video PromotionsVideo Promotions

12.12. Business ReviewsBusiness Reviews

13.13. Local Listings & Yellow PagesLocal Listings & Yellow Pages

14.14. Article SubmissionArticle Submission

15.15. Press Release PromotionPress Release Promotion

16.16. Classifieds SubmissionClassifieds Submission

17.17. Social Shopping NetworkSocial Shopping Network

18.18. AnswersAnswers

19.19. Document SharingDocument Sharing

20.20. CSS, W3C & RSS Directories CSS, W3C & RSS Directories SubmissionSubmission

21.21. Widget / Gadget DevelopmentWidget / Gadget Development

For more information about this list go to blog.everpub.com Seomoz.org 2008

TOOLSTOOLS

�� KeywordsKeywords

�� WordtrackerWordtracker, , KeywordDiscoveryKeywordDiscovery, Yahoo, Yahoo’’s Keyword s Keyword

Selector ToolSelector Tool

�� Site checkersSite checkers

�� AlexaAlexa

�� Site RegistrationSite Registration

�� DMOZ.orgDMOZ.org

Basic website elementsBasic website elements

and designand design

PlanningPlanning

�� Who is your customer?Who is your customer?

�� What is your budget? What is your budget?

�� What kind of effort can you support?What kind of effort can you support?

�� What is your goal? What is your goal?

PlanningPlanning

�� Potential strategiesPotential strategies

1.1. Direct book salesDirect book sales

2.2. Book promotion, information and indirect Book promotion, information and indirect

book salesbook sales

3.3. Author and book acquisitionAuthor and book acquisition

4.4. Building a category or vertical web Building a category or vertical web

destinationdestination

Website layoutWebsite layout

�� Home pageHome page

�� SubSub--home pageshome pages

�� MicroMicro--sitessites

�� Site mapSite map

�� Book catalogBook catalog

�� About us/contact us/press/submissions static About us/contact us/press/submissions static pagespages

�� Credibility/endorsementsCredibility/endorsements

��Think about the flow of your visitorThink about the flow of your visitor

Think about the flow of your visitorThink about the flow of your visitor

Website designWebsite design

More art than science? More art than science?

Website design questionsWebsite design questions

�� WhatWhat’’s happening behind the scenes? Are the s happening behind the scenes? Are the

basic SEO pieces included.basic SEO pieces included.

�� What are the keywords? What does the content What are the keywords? What does the content

look like?look like?

�� The overall complexity of the site.The overall complexity of the site.

�� Ratio of navigation to content.Ratio of navigation to content.

HeatmapsHeatmaps

�� See where people click.See where people click.

�� Visualize the user experience on your site.Visualize the user experience on your site.

Jakob Nielsen 2006

About Us Product Page

Sample HeatmapsSample Heatmaps

Google Google HeatmapHeatmap

Free Free HeatmapHeatmapwww.fengwww.feng--gui.comgui.com

Reasons to use Reasons to use heatmapsheatmaps

See where people donSee where people don’’t click and why. It helps tot click and why. It helps to……

�� Optimize landing pagesOptimize landing pages

�� Optimize link & advert placementOptimize link & advert placement

�� Minimize shopping cart abandonmentMinimize shopping cart abandonment

�� Maximize conversions of online formsMaximize conversions of online forms

�� Predict how visitors will use your site in the future.Predict how visitors will use your site in the future.

�� Simplify web usability testingSimplify web usability testing

Time to convert your website of isolation to

your website as your book marketing platform.

Market your site and your individual pagesMarket your site and your individual pages

�� SEOSEO

�� CrossCross--linking within your site (carefully linking within your site (carefully

& logically)& logically)

�� Active social media effortsActive social media efforts

�� Spreading your contentSpreading your content

�� Cross bloggingCross blogging

Once they visitOnce they visit

You want them to stay.You want them to stay.

And come back again.And come back again.

And again.And again.

And again. And again.




Using your marketing platformUsing your marketing platform

�� PassivePassive

�� Book metadata Book metadata

�� Author contact informationAuthor contact information

�� CuratedCurated informationinformation

�� Give to get Give to get (FREE)(FREE)

�� Credibility & trust (Endorsements)Credibility & trust (Endorsements)

Content is King!Content is King!

�� InteractiveInteractive

�� MultiMulti--mediamedia

�� User commentaryUser commentary

�� Downloadable contentDownloadable content

�� Search insideSearch inside

�� Calls to actionCalls to action


�� OutboundOutbound

�� Email campaigns Email campaigns –– newsletter, blastsnewsletter, blasts

�� RSS feedsRSS feeds

�� Viral videoViral video


Key website goalsKey website goals

�� Target direct marketingTarget direct marketing

�� Fresh content Fresh content

�� Free Free downloadablesdownloadables

�� MultiMulti--mediamedia

Email marketing programs



The good. The good.

The bad. The bad.

The ugly.The ugly.

Here is a nice book Here is a nice book

page AND a separate, page AND a separate,

unconnected page unconnected page

that is directly from that is directly from

the author. the author.

There isnThere isn’’t even a link t even a link

on this page to the on this page to the

author page. author page.

They should be They should be

working together to working together to

promote the title.promote the title.

Amazon

Author

Publisher is

nowhere to be

found

A little bit challenging to read…..

Flash video is not so SEO friendly.

�� ““WhatWhat’’s news new””

includes more than includes more than

just new books. It just new books. It

includes includes eventsevents and and

projectsprojects..

�� Daily TV programs Daily TV programs

–– posted on posted on

YouTubeYouTube

EverPub.comEverPub.com

�� SubSub--home page home page

for browsingfor browsing

�� Different sort Different sort

approachesapproaches


Interweave book Interweave book

landing pagelanding page

Long page goes beyond the fold Long page goes beyond the fold

but has many strong components but has many strong components

and increases the content for and increases the content for

keyword densitykeyword density


�� Perfect amount of copyPerfect amount of copy

�� TOC within pageTOC within page

�� Look inside via Look inside via ScribdScribd

�� Vast majority of page devoted Vast majority of page devoted

to book, not corporate or to book, not corporate or

navigation usenavigation use


�� Author informationAuthor information

�� Other title suggestionsOther title suggestions

�� Reviews Reviews –– Amazon and printAmazon and print

�� Trust emblems for direct Trust emblems for direct

purchasingpurchasing


�� Press ReleasePress Release

�� PreviewPreview

�� Multiple purchase optionsMultiple purchase options

�� Author info w pictureAuthor info w picture

�� ReviewsReviews

�� Media contact infoMedia contact info

�� Facebook and TwitterFacebook and Twitter

�� Discussion WallDiscussion Wall


PoliPointPress

home page

� Blog

� Newsletter signup

� Download


�� Strong metadataStrong metadata

�� VideoVideo

�� Amazon reviewsAmazon reviews

�� Additional book Additional book

suggestionssuggestions

�� Look insideLook inside

�� TOCTOC

�� Multiple purchase Multiple purchase

optionsoptions

�� EndorsementsEndorsements

�� Additional linksAdditional links

�� Facebook Facebook

�� Hi % of page devoted Hi % of page devoted

to book, not toolbarsto book, not toolbars


EverPub EverPub book landing pagebook landing page

�� All important metadataAll important metadata

�� VideoVideo

�� Social media links: Facebook, Twitter, Social media links: Facebook, Twitter, LinkedIn, blogLinkedIn, blog


�� Author bio Author bio

�� Author contact information with separate Author contact information with separate blog, FB, and Twitter accountsblog, FB, and Twitter accounts

�� Downloadable filesDownloadable files

�� Multiple purchase optionsMultiple purchase options

�� SEO embedded in designSEO embedded in design

�� Next author appearanceNext author appearance


�� Related website Related website

linkslinks

�� Look insideLook inside

�� ShareShare

�� PrintPrint

�� Prominent BUY Prominent BUY

buttonbutton


�� Audio player and Audio player and

downloaddownload

�� Press & customer Press & customer

reviewsreviews

�� Additional book Additional book

suggestionssuggestions

�� Customer wallCustomer wall


�� KOGAN home pageKOGAN home page

�� VideoVideo

�� News headlinesNews headlines

�� Free! Free! Free!Free! Free! Free!

�� Easy navigation Easy navigation

�� Clean, practical designClean, practical design


Free marketing & sales resources are used as a Free marketing & sales resources are used as a

way to build their newsletters and direct way to build their newsletters and direct

marketing programmarketing program

Random House Random House

Book landing pageBook landing page

�� PreviewsPreviews

�� Separate author sectionSeparate author section


�� Discussion Discussion

�� Great information Great information

but you need to link but you need to link

off of the page to get off of the page to get

to itto it

For more information about EverPub and our services:

contact Neil [email protected]

301.446.0829

Documents

IBPA University 052510 -Session 702