Q&A With Aptara’s Pavan Arora: Predictive Semantics & Metadata Resolutions for 2014
What is discoverability and why is it important to book publishers?
Discoverability is the difficult task of translating bookstore merchandising by publishers to the online world. In bookstores, 20% of purchased books originate from patron browsing. In the online world, being discovered translates to search engine optimization on retailer sites as well as mentions on blogs and social media. A publisher's discoverability strategy is a double-edged sword; an effective strategy could spur a book's success while the lack of a strategy could ensure a book gathers virtual dust on a virtual shelf. Aptara is investing significantly in developing a toolset to automate an effective strategy for publishers. Our proprietary tool, currently under development, will help significantly increase conversions by changing metatags and book descriptions in real-time to meet the keywords du jour.
- Companies:
- Aptara Inc.
- McGraw-Hill Companies
- People:
- Pavan Arora
Denis Wilson was previously content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzed and reported on the fundamental changes affecting the media and marketing industries and aimed to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.