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

Optimize for Search Optimize for Conversion Optimize for Sharing


How to get found:

Research relevant keywords Optimize content for traditional search engines Optimize for universal search databases

Optimizing for Search


Make your content look good in search listings Include review and product information Make your content shine on social media platforms

Optimizing for Sharing & Conversion


Why Keywords Still Matter Keywords help us focus content in a way that is conducive to

search, and gives us a consistent online presence We do not gather keywords so we can stuff them into our content Rather, we use them as a guide when creating web content In online descriptions and social media pages And as tags and categories in the social web


Finding Your Best Keywords Using the media kit material for an upcoming book:

Press release with book description Author bio Quotes from reviewers

Create a temporary HTML page or press release from the content Make it at least 350 words, preferably 700 to 1,000 An online press release works for this process, too Plug the page into Google Adword's keyword planning tool


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


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


Optimizing for Keywords 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

Target keyword phrase: wife has cancer

The keyword phrase is in the title

And in the first paragraph The body text is written

naturally from the book's press release


Optimizing Images There are three elements you want to optimize when embedding

images into a web page or a blog post: The name of the image The title of the image The alt text of the image

Use your focus keyword phrase within these elements


Optimizing Images

Here we see the title text of an embedded image

In the tool tip when we roll over it...


Image HTML

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

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 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 When embedding links in a web page or blog post, use

keywords in: The anchor text of the link The link title

“Anchor text” is the text that is clickable in an outgoing link


Link Optimization

Here are some links on our optimized page

The tool tip shows the keywords in the link title as we roll over it

And the “anchor text” uses the keyword phrase as well


The HTML

Here is the associated HTML for one of the links

The title and anchor text contain the focus keywords


WordPress Version

Here is how you would optimize a link in WordPress

By adding a title with keywords and making sure the anchor text is optimized


Optimizing for Universal Search Databases 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

But “universal” results aren't always contained in the search databases

They also show up in regular search results

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

As well as to any guest posts or articles you author online

But...you need to use a special link that refers to your Google Plus profile

And a corresponding link to the source...


Google Authorship

Google walks you through this process...

Showing you the proper reference to use

And where to go in your profile to add the reciprocal link


Google Authorship

Reciprocal links in a Google plus profile...


Google Authorship

You can test any of your pages or posts

Using Google's Structured Data Testing Tool


Rich Snippets and Microdata


Rich Snippets Google Authorship is only one example of what Google calls “Rich

Snippets” 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 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)

The most popular of these vocabularies is “Schema.org” – this vocabulary was developed by Google, Yahoo, and other top search engines


Rich Snippet Example

Which of these listings looks the most appealing

Which do you think would get the most click throughs?



Web page and listing Before microdata

markup



Page source HTML With microdata added



Web page and listing After microdata

markup


Optimizing for Sharing


Optimizing With Open Graph


Open Graph: Just more metadata 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 Or, how “social-media friendly” it is Let's take a look...


Open Graph

Open Graph is a protocol originally used by Facebook

That allows us to add special metadata to our website content

Making it more “social-media friendly”


What we want...

Titles Descriptions Images


Before Open Graph

Let's return to our previous example

Here is how the page displays in Facebook when I share the URL

Before adding Open Graph metadata


Before Open Graph

And here is how it is displayed using HootSuite to share it

Directly from the site...


Adding OG Metadata

Here are the tags that are added to the page

So it can display the way we want...


After Open Graph

Here is how it displays when shared in Facebook

With the OG meta tags in place

Now, we control the title, description, and first image...


After Open Graph

And, here is how it looks

When shared with HootSuite...


WordPress Blogs and Sites 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 Chose one keyword phrase to optimize for Used the phrase in the title and first paragraph Included keyword phrase in embedded images Used keyword phrase in anchor text of outgoing links Applied rich snippets and open graph metadata 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

Business

image search video search

search optimization

news search

search terms

search listings

regular web search

social web optimizing

optimized optimizing