Online Book Discoverability by DeltinaU


Developer, small business owner, publisher, author, and professor

Author of three books on social media, the mobile web, and search
optimization

Her first book, going into its third edition, is used as a textbook by
colleges and universities, worldwide

Developed Drury University's social media certificate program

Teaches online courses to thousands of existing students

Board Chair of the Independent Book Publishers Association:
http://ibpa-online.org
About Deltina Hay & DeltinaU.com
Online Book Discoverability

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Optimize for Search

Optimize for Conversion
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Optimize for Sharing
How to get found:

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Research relevant keywords
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Optimize content for traditional search engines

Optimize for universal search databases
Optimizing for Search

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Make your content look good in search listings
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Include review and product information

Make your content shine on social media platforms
Optimizing for Sharing & Conversion

Why Keywords Still Matter
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Keywords help us focus content in a way that is conducive to
search, and gives us a consistent online presence
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We do not gather keywords so we can stuff them into our content
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Rather, we use them as a guide when creating web content
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In online descriptions and social media pages
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And as tags and categories in the social web

Finding Your Best Keywords
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Using the media kit material for an upcoming book:
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Press release with book description
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Author bio
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Quotes from reviewers
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Create a temporary HTML page or press release from the content
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Make it at least 350 words, preferably 700 to 1,000
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An online press release works for this process, too
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Plug the page into Google Adword's keyword planning tool

Where to Use Keywords
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As the focus of static web pages
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As blog post topics
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As topics for guest posts and articles
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As search terms for finding guest posting opportunities
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Within social media profiles, descriptions, and “about” areas
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As social media tags and categories where applicable
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Within product, service, or company descriptions you post online

Optimizing Web Page/Blog Post Content
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Optimize for keywords
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Optimize images and other embedded media
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Optimize outgoing links

Optimizing for Keywords
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We focus on only one keyword phrase on any given web
page or blog post

We only “intentionally” place the phrase in the title of the
page or post, and again in the first paragraph

The rest of the page or post should flow naturally

Keyword Placement
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Target keyword phrase:
wife has cancer
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The keyword phrase is in
the title
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And in the first paragraph
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The body text is written
naturally from the book's
press release

Optimizing Images
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There are three elements you want to optimize when embedding
images into a web page or a blog post:
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The name of the image
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The title of the image
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The alt text of the image
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Use your focus keyword phrase within these elements

Optimizing Images
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Here we see the title text
of an embedded image
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In the tool tip when we
roll over it...

Image HTML
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Here is the actual
HTML code of the
embedded image

Note that the name of
the file, the title text,
and the alt text all
have the keyword
phrase

WordPress Version
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Here is how the process
will look when embedding
an image in a CMS like
WordPress

The title and alt text will
always be available to
optimize

Optimizing Outgoing Links
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Outgoing links on a web page or blog post should be relevant to the
content on the page!

You can get what is called “negative SEO” for stuffing links into
your content

You also want to limit outgoing links to no more than one every one
hundred words – max

Optimizing Outgoing Links
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When embedding links in a web page or blog post, use
keywords in:
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The anchor text of the link
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The link title
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“Anchor text” is the text that is clickable in an outgoing link

Link Optimization
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Here are some links
on our optimized page
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The tool tip shows the
keywords in the link
title as we roll over it
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And the “anchor text”
uses the keyword
phrase as well

The HTML
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Here is the associated
HTML for one of the
links
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The title and anchor
text contain the focus
keywords

WordPress Version
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Here is how you would
optimize a link in
WordPress
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By adding a title with
keywords and making
sure the anchor text is
optimized

Optimizing for Universal Search Databases
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Universal search areas are independent from the regular
“web” search we typically do on Google

Popular areas are “image search” “video search” and “news
search”

Optimizing for these search areas can be tackled one
database at a time...

One Boxes
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But “universal” results
aren't always contained in
the search databases
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They also show up in
regular search results
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As what are called “one
boxes”

Image Search

Mobile web book
example...

Using one of our target
keyword phrases

We dominate the first page
in Google Image search

Because we optimize every
image we put online...

Video Search

Landing at number one in
video search is a good
thing

And is accomplished by
making certain we use our
best keywords in every
video we post online

Especially on YouTube

Book Search

Some of the more
specialized databases
require a bit more work

In order to get into the
“books” database

Your book needs to be
available in Google Play

Shopping Search

And to place in the
shopping database

Your products need to be
in Google Merchant

Or be for sale by an outlet
within Google Merchant

Optimizing for Conversion

Google Authorship

Google Authorship

Google Authorship is a way
for you to claim the online
content you “author”

This applies to your own
blog posts...

Google Authorship
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As well as to any guest
posts or articles you author
online
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But...you need to use a
special link that refers to
your Google Plus profile
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And a corresponding link to
the source...

Google Authorship
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Google walks you through
this process...
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Showing you the proper
reference to use
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And where to go in your
profile to add the reciprocal
link

Google Authorship
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Reciprocal links in a
Google plus profile...

Google Authorship
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You can test any of your
pages or posts
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Using Google's Structured
Data Testing Tool

Rich Snippets and Microdata

Rich Snippets
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Google Authorship is only one example of what Google calls “Rich
Snippets”
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A Rich Snippet is a few extra lines of information Google will
include in your search listings if you add “structured data” to your
web pages

Structured Data and Schema.org
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Structured data is a term used to describe website content that is
“marked up” with metadata (like microdata) that includes references
to established “vocabularies”

A vocabulary is a set of mark-up protocols or rules used to help
search engines make sense of the content on your website (think
BISAC)
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The most popular of these vocabularies is “Schema.org” – this
vocabulary was developed by Google, Yahoo, and other top search
engines

Rich Snippet Example
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Which of these listings
looks the most
appealing
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Which do you think
would get the most
click throughs?

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Web page and listing
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Before microdata
markup

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Page source HTML
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With microdata added

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Web page and listing
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After microdata
markup

Optimizing for Sharing

Optimizing With Open Graph

Open Graph: Just more metadata
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Metadata can help your content look better when shared on social
media sites

In other words, how our content displays on social media platforms
when it is shared by others
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Or, how “social-media friendly” it is
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Let's take a look...

Open Graph
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Open Graph is a
protocol originally used
by Facebook
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That allows us to add
special metadata to
our website content

Making it more “social-
media friendly”

What we want...
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Titles

Descriptions
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Images

Before Open Graph
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Let's return to our
previous example
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Here is how the page
displays in Facebook
when I share the URL

Before adding Open
Graph metadata

Before Open Graph
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And here is how it is
displayed using
HootSuite to share it
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Directly from the site...

Adding OG Metadata
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Here are the tags that
are added to the page
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So it can display the
way we want...

After Open Graph
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Here is how it displays
when shared in
Facebook

With the OG meta tags
in place
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Now, we control the
title, description, and
first image...

After Open Graph

And, here is how it
looks
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When shared with
HootSuite...

WordPress Blogs and Sites
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Most blogging platforms like WordPress.com, automatically add the
title, description, and featured image of a blog post to Open Graph
metadata

And self-hosted WordPress sites have many plugins to help you
add Open Graph metadata to all the content on your site

Twitter Cards & Rich Pins
Fun With Metadata

Optimization example recap:

Researched keywords based on real content
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Chose one keyword phrase to optimize for
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Used the phrase in the title and first paragraph
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Included keyword phrase in embedded images
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Used keyword phrase in anchor text of outgoing links
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Applied rich snippets and open graph metadata
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On first page in after a couple weeks...
Conclusion


Search and Social Media Optimization Tactics

Find it at DeltinaU.com

Use code DU50 to take the full course at half price
Relevant DeltinaU Courses
Additional Information
Resources

List of resources used in this webinar

And a downloadable version of these slides

Can be found at: http://slideshare.net/deltina

Online Book Discoverability by DeltinaU

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