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Best Practices for Keywords in Metadata, with Jenny Bullough, Manager of Digital Assets at Harlequin Press, and Julie Morris, Project Manager of Standards & Best Practices at BISG
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Best Practices for Keywords in Metadata, with Jenny Bullough, Manager of Digital Assets at Harlequin Press, and Julie Morris, Project Manager of Standards & Best Practices at BISG

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What are keywords, and how can they help you sell more books? As book purchasing and discovery increasingly moves online, judicious use of keywords can help make your book more visible to readers. …

What are keywords, and how can they help you sell more books? As book purchasing and discovery increasingly moves online, judicious use of keywords can help make your book more visible to readers. Learn how to choose and use keywords for your book product metadata – join us for an online webinar where we’ll review the just-published BISG Best Practices for Keywords in Metadata. Join Jenny Bullough, Manager of Digital Assets at Harlequin Press and Chair of BISG's Keywords Working Group, and Julie Morris, BISG's Project Manager of Standards and Best Practices, as they explain why keywords should be used, how to choose the best keywords for your content, what to avoid when making that choice, and some best practices for structuring and updating keywords in ONIX, and more.

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  • Keywords should not be used to reference competitive titles, that have little or no relation to the book’s content
  • Description: What are the grand dynamics that drive the accumulation and distribution of capital? Questions about the long-term evolution of inequality, the concentration of wealth, and the prospects for economic growth lie at the heart of political economy. But satisfactory answers have been hard to find for lack of adequate data and clear guiding theories. In Capital in the Twenty-First Century, Thomas Piketty analyzes a unique collection of data from twenty countries, ranging as far back as the eighteenth century, to uncover key economic and social patterns. His findings will transform debate and set the agenda for the next generation of thought about wealth and inequality. Piketty shows that modern economic growth and the diffusion of knowledge have allowed us to avoid inequalities on the apocalyptic scale predicted by Karl Marx. But we have not modified the deep structures of capital and inequality as much as we thought in the optimistic decades following World War II. The main driver of inequality--the tendency of returns on capital to exceed the rate of economic growth--today threatens to generate extreme inequalities that stir discontent and undermine democratic values. But economic trends are not acts of God. Political action has curbed dangerous inequalities in the past, Piketty says, and may do so again.
  • The term “best-selling” is vague and does not accurately describe an award the book has received.

Transcript

  • 1. Available as a free PDF download from www.bisg.org/publications
  • 2. Jenny Bullough, Chair, Harlequin Enterprises Tod Bookless, Amazon.com Connie Harbison, Baker & Taylor, Inc. Caroline Hayes, Barnes and Noble Julie Morris, BISG Neha Thanki, BookNet Canada Tom Richardson, BookNet Canada Rebecca Albani, Bowker Ralph Coviello, Bowker Renee Register, DataCurate LLC Marianne Nebel, Disney Publishing Worldwide Graham Bell, EDItEUR Martha Moore, Firebrand Technologies Chris Saynor, GiantChair Kate Brown, Hachette Book Group USA Rena Kornbluh, Hachette Book Group USA Miriam Parker, Hachette Book Group USA Sara Sheehan, Houghton Mifflin Harcourt Wendell Lotz, Ingram Content Group Frank McDermott, John Wiley & Sons Deborah Darrock, Kaplan Michael Walters, Kensington Publishing Corp. Charles Hart, Kensington Publishing Corp. Patricia Simoes, Kobo Camilla Williams, Library of Congress David Williamson, Library of Congress Clark Fife, Macmillan Julie Blattberg, Open Road Integrated Media Yonah Hirschman, Pearson Mary Leif, Pearson Karen Mitchell, Penguin Random House Laurel Stokes, Penguin Random House Jessica Wells, Penguin Random House Aimee Boyer, Simon and Schuster Steven Deluca, Simon and Schuster Suzanne Donahue, Simon and Schuster Stephanie Lewis, Sourcebooks Maureen Whelan, United States Government Printing Office Katelyn Mirabelli, W.W. Norton
  • 3. Jenny Bullough Julie Morris
  • 4. What are keywords? Why use keywords? How to use keywords ◦ Choose ◦ Structure ◦ Place ◦ Update Pop quiz! Tools Questions
  • 5. A word or phrase that describes the content or theme of a book product that is 1) relevant to the work; and 2) used to supplement the title, subtitle, author name, description, subject code, and other consumer-facing display data
  • 6. Photo: Wisegeek.org
  • 7. Online search has become more central to book discovery When browsing or searching online, can’t rely on knowledgeable clerk or librarian – must rely on search algorithms
  • 8. Most major retailers use algorithms that pull from title, cover copy, first-chapter excerpt, subject codes – keywords can help refine search results even further Increase the likelihood that a book may be found by consumers using keyword searches within search engines and on retailer websites
  • 9. Keywords are not required data, but can be used to supplement other metadata supplied by publishers Can callout elements of the book that are not included in the title, highlight particular content eg gluten-free breakfast
  • 10. When the consumer’s search term is jargon, very new, distinctive, or specific; for example: Let Me Off at the Top!: My Classy Life and Other Musings (BISAC Subject: HUMOR / Form / Parodies) Possible keywords: Will Ferrell; Anchorman; movies
  • 11. When the consumer does not know the exact title or author of a book, and the title may be very different from the themes; for example: Orr: My Story (BISAC Subject: BIOGRAPHY & AUTOBIOGRAPHY / Sports) Possible Keywords: ice hockey; Boston Bruins; Chicago Blackhawks; NHL
  • 12. To retrieve records that may be classified outside of a specific BISAC subject, but include the subject in which the consumer is interested; for example: Making Toast: A Family Story (BISAC Subject: BIOGRAPHY & AUTOBIOGRAPHY / Personal Memoirs) Possible Keywords: widowers; grandparents; grief; caring for children; domestic life; alternative family
  • 13. As consumers do not use BISAC subject classification, search terms can be considered synonymous with (or inclusive within) the BISAC subject heading; for example: Etiquette for Dummies (BISAC Subject: REFERENCE / Etiquette) Possible Keywords: manners; behavior; grooming; dress; social situations
  • 14. If a commonly known subject term is not referred to anywhere else in the metadata; for example: Catherine, Duchess of Cambridge: A Royal Souvenir (BISAC Subject: BIOGRAPHY & AUTOBIOGRAPHY / Royalty) Possible Keywords: Kate Middleton; Prince William; Prince George; royal family
  • 15. To point consumers to another author or title to which the work at hand is directly related, such as a sequel or companion that is written by another author; for example: Eliza’s Daughter (BISAC Subject: FICTION / Historical) Possible Keywords: Jane Austen; Sense & Sensibility; John Willoughby
  • 16. Choose unique keywords Keywords should be used to supplement (but not duplicate) words or phrases included within other ONIX data points Variety improves discoverability Use your space wisely For example, for a title set in New York, a more specific location, such as Hell’s Kitchen, could be used in the keywords
  • 17. Choose consumer-oriented keywords Offer alternative phrases, synonyms, or refinements to other metadata, using consumer-oriented language Consider all of the words and phrases that consumers might use to search for a book For example, for a title with World War II as the setting or context (either fiction or non- fiction), a set of keywords might include the following phrases, among others: World War 2, Second World War, WWII
  • 18. Choose relevant keywords Keywords should be chosen because of their ability to describe a book’s content Referencing an unrelated work or author to increase search results should be avoided For example, publishers should use their best judgment as to whether keywords such as “Downton Abbey” are in fact relevant to their works
  • 19. Single words and multiple-word phrases of 2 to 5 words are acceptable Cases in which there are legitimate spelling variations of an important word (for example, “Hanukkah,” “Chanukah,” and “Chanukkah”), or cases where there are commonly misspelled words and names, may be useful Use as many synonyms as are appropriate
  • 20. The maximum number of characters in the Keywords field recommended by this document, including punctuation and delimiters, is 500 Because there is no current standard practice among downstream partners on the limit to number of keywords accepted or utilized, keywords should be ordered based on priority
  • 21. While it is a general best practice to avoid using punctuation within keyword phrases, some punctuation may be unavoidable in phrasing For example, there are some hyphenated words users might employ (award-winner) Limit special characters (such as “&”)
  • 22. Spaces are acceptable within phrases Semicolons, rather than commas, should be used as delimiters, in order to accommodate phrases It is a best practice not to include spaces following the semicolon delimiter
  • 23. Keywords may be supplied in the Additional Subject composite. Use multiple keywords that are expressed as a single string of independent words or keyword phrases. Publishers should avoid using the Main Subject composite to supply keywords because this composite describes a single subject value, while keywords are used to describe multiple subject values.
  • 24. ONIX 2.1 Example
  • 25. ONIX 3.0 Example
  • 26. Keywords should be sent with ONIX records within six months leading up to publication, and updated, as needed, with new or more appropriate keywords after publication As keywords are developed and decided upon, they should be added, removed, or changed in ONIX, as necessary, and ONIX records re-supplied
  • 27. It is a best practice to update the entire keyword field in ONIX whenever a keyword is added, removed, or changed within a keyword string Downstream trading partners should update keywords whenever new information is received
  • 28. Updating keywords to include prize winning information Title: Boomerang Bride Author: Fiona Lowe BISAC Subject Heading: FIC027020 Romance/Contemporary Original keywords: wedding;Wyoming;bride;jilted bride Updated keywords: RUBY Award winner;RITA award winner;wedding;Wyoming, bride;jilted bride
  • 29. Updating keywords to include newly popular search terms used by readers Title: Rush Me Author: Allison Parr BISAC Subject Heading: FIC027240 Romance/New Adult Original keywords: football;NFL;New York;high school reunion Updated keywords: sports romance;football; NFL;New York;high school reunion
  • 30. Title: A Dance with Dragons Author: George R. R. Martin Series: Song of Ice and Fire (Book 5) BISAC Subject Headings: FIC009020; FIC002000; FIC028010 Keywords: Game of Thrones;kingdoms;kings; magic;dragons;HBO series;medieval;saga; Targaryen
  • 31. Title: Grain Brain Subtitle: The Surprising Truth about Wheat, Carbs, and Sugar--Your Brain's Silent Killers Author: David Perlmutter BISAC Subject Headings: HEA017000; HEA039140; HEA039110; HEA000000 Keywords: Alzheimers;Gluten-free;Celiac;Celiac disease;auto-immune disease;memory loss;wheat allergy;gluten allergy;brain health;neurology;nutrition;weight loss;migraines;What is gluten;What is gluten-free
  • 32. Title: Thirteen Reasons Why Author: Jay Asher BISAC Subject Categories: JUV028000; JUV039030; JUV039060 Keywords: Th1rteen R3asons Why;death aftermath;death;friendship;peer pressure;teen gossip;adolescent depression; suicide
  • 33. Which of these keywords should NOT be used? Title: Mira In the Present Tense Author: Sita Brahmachari Possible Keywords: coming of age; death; coping with loss; jewish teen fiction; young adult fiction; Fault In Our Stars; family
  • 34. Which of these keywords should NOT be used? Title: Mira In the Present Tense Author: Sita Brahmachari Possible Keywords: coming of age; death; coping with loss; jewish teen fiction; young adult fiction; Fault In Our Stars; family
  • 35. Which of these keywords should NOT be used? Title: Capital in the Twenty-First Century Author: Thomas Piketty Possible Keywords: New York Times bestseller; NYTimes best-seller; best-selling; inequality; wealth inequality; economy; Karl Marx; economic history
  • 36. Which of these keywords should NOT be used? Title: Capital in the Twenty-First Century Author: Thomas Piketty Possible Keywords: New York Times bestseller; NYTimes best-seller; best-selling; inequality; wealth inequality; economy; Karl Marx; economic history
  • 37. Which of these keywords should NOT be used? Title: The Goldfinch: A Novel Author: Donna Tartt Possible Keywords: literary novel; underground artwork; The Goldfinch; Pulitzer Prize winner; art mystery
  • 38. Which of these keywords should NOT be used? Title: The Goldfinch: A Novel Author: Donna Tartt Possible Keywords: literary novel; underground artwork; The Goldfinch; Pulitzer Prize winner; art mystery
  • 39. Which of these keywords should NOT be used? Title: Hard Choices Author: Hillary Rodham Clinton Possible Keywords: female politician; first lady biography; Secretary of State; women&politics; women in US politics
  • 40. Which of these keywords should NOT be used? Title: Hard Choices Author: Hillary Rodham Clinton Possible Keywords: female politician; first lady biography; Secretary of State; women&politics; women in US politics
  • 41. Need help choosing keywords? Try some of these tools! Google AdWords Keyword Planner (Replaced Google Keyword Tool in 2013.) ◦ www.google.com/AdWords Bing Keyword Research Tool ◦ http://www.bing.com/toolbox/keywords Google Trends ◦ http://www.google.com/trends/ Open Refine (Formerly Google Refine) ◦ http://openrefine.org/ Google Ngram Viewer (Google Books) ◦ https://books.google.com/ngrams
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