In today’s fast-paced and ever-evolving publishing landscape, staying ahead of the curve is essential for success. Publishers are constantly seeking innovative strategies to boost sales, connect with readers, and maximise revenue.
In order to achieve these objectives, publishers typically utilise online ads, website, social media, or email campaigns that focus mostly on a subset of new publications or product ranges (a book series or certain categories).
At the same time, many publishers pay little attention to the state of the data, not just on their front-end titles but also on their entire line of products stored in their catalogue system. This data is often distributed via data feeds (typically in form of ONIX feeds) into the “book industry orbit”, particularly to online retailers and data aggregators like Nielsen BookData and Bowker’s Books in Print.
In a recent case study, I had the opportunity to work with a calendar publisher struggling to maximise their sales potential. Upon reviewing the product records provided in their data feeds, it became evident that the titles lacked crucial information that is vital for the calendars’ discoverability and purchase decision for customers. The calendars were visually appealing, but the product titles relied solely on the imagery of the calendar covers to convey the product’s purpose.
Recognizing the opportunity for improvement, I proposed a simple yet impactful adjustment: adding the term “Wall Calendar” and the calendar year to their unique main titles within their catalogue system, their website as well as their data feeds that were sent to online retailers and Nielsen BookData. By incorporating popular calendar-related search terms into specific data fields, their products experienced an SEO enhancement, resulting in increased traffic from search engines like Google and higher rankings in search results across various online platforms.
The results were nothing short of remarkable. By implementing this straightforward change, the wall calendar publisher experienced a staggering 200% increase in sales. The addition of the term “Calendar” and the year to their product titles significantly improved search visibility through SEO, making it easier for customers to find and identify their products amidst the vast array of wall calendar options available online.
This case study underscores the importance of optimizing product data for maximum impact. By incorporating key descriptive elements into their product records, businesses can enhance customer understanding, improve search engine rankings, and ultimately drive sales growth. It serves as a powerful reminder that even small adjustments to product listings can yield substantial results in today’s competitive e-commerce landscape, long after specific promotions and campaigns have stopped or moved on to other front-end titles.
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Maverick offers expert Metadata and SEO consulting services tailored to optimize your publishing endeavors and enhance the online presence of your publications. To learn more, reach out to your Maverick representative or contact us at info@maverick-os.com.
By Angela Keil-Zippermayr – Affiliate Associate, SEO, ONIX & Metadata
Angela boasts an extensive professional background as the Head of Publisher and Supplier Data for Australia’s largest book retailer: Booktopia, where she oversaw importer systems, managed diverse inbound data feeds, and ensured the quality and strategic alignment of product data presented on the retailer’s platform. Her expertise spans all facets of print, e-book, and audiobook bibliographic data, along with addressing ONIX feeds-related challenges. Angela seamlessly integrates her SEO and SEM mindset into her overarching data and business strategies, ensuring a comprehensive and cohesive approach to her work.
Further Reading
Metadata and SEO Services service sheet
Optimize content, discovery & usage with Scholarly SEO
Scholarly SEO: Changes to web browsers and how publishers should respond