Every time a reader discovers their next favorite book, there’s an invisible force at work behind the scenes: metadata. This digital DNA of your book—from precise genre classifications to carefully chosen keywords—can mean the difference between your title languishing in obscurity or landing in the hands of eager readers.
This article covers what metadata is and the vital components every publisher needs to know to maximize a book’s potential in the market.
What Is Metadata?
I want to start by defining some words you will encounter while working with your book’s metadata. While this can be a highly technical subject, I will stick to what you need to know for metadata related to listing and marketing your book.
Metadata simply means “data about data” or “data that describes other data.” In technology circles, the prefix “meta” typically means “an underlying definition or description.” Metadata makes finding and working with data easier, allowing the user to locate what they are looking for faster.
In publishing, it refers to information about a book, such as the title, ISBN, author, publication date, keywords, and much, much more.
ONIX stands for ONline Information eXchange and is a consistent way of tagging information about your books in the publishing ecosystem. Further, it uses a computer language, XML, for easy information transfer from computer to computer.
Extensible Markup Language (XML) is the computer language ONIX uses to store data in a shareable manner. XML supports information exchange between computer systems such as websites, databases, and third-party applications. (Extensible means able to be extended, and computers use it to add new capabilities and functionality. Markup language means the text-encoding system (tags and codes) for structure and formatting the data.)
BISAC Code stands for Book Industry Standards and Communications Code and is a system for categorizing books based on their content in the US (e.g., genres and subgenres). Retail partners and book websites use this agreed-upon code to display books in the appropriate categories. (See the complete list of possible codes at bisg.org/BISAC-Subject-Codes-main.)
Thema Code is similar to the BISAC code but is the global standardized code used to categorize books by their subject matter. (For a complete list of possible codes, see ns.editeur.org/thema/en.) Thema is a Greek word that means theme.
Keywords are words that relate to what the book is about. They are used in the book description and often added to the metadata “under the hood.” Together with the other metadata elements, they help readers discover books. Readers search using a keyword, and the search engine knows which books are appropriate to show in the results based on these keywords in the book metadata.
Why Metadata Matters
Metadata is digital information that describes a book and makes it searchable in online platforms, libraries, and bookstores. Think of it as the book’s “locator beacon” in the digital world.
A book is virtually invisible to potential readers and retailers without proper metadata. It’s a crucial element of the book’s journey from manuscript to reader’s bookshelf.
Good metadata not only ensures that a book is searchable by various systems but also increases its chances of appearing in search results across multiple platforms—whether on Amazon, Barnes & Noble, other retailers, or within library catalogs, both domestic and international.
But what exactly should publishers focus on to make this happen?
Key Elements of Metadata: What You Need to Get Right
1. Title, Subtitle, and Author Information
The correct title, subtitle, and author’s name are essential for discoverability and legal reasons. Enter your book’s title and subtitle exactly as they appear on the cover. Errors and discrepancies could lead to issues with orders, royalties, and confusion for readers.
Add all contributors, including co-authors, editors, illustrators, and others. If applicable, add the translator as well.
2. Price and Currency
Specifying the price and currency is essential for selling books across different regions and platforms. Publishers need to account for the market they’re entering. For example, books in the US should be listed in USD, while those in the UK should have a GBP price.
Pro tip: When setting the price, consider the book’s format (i.e., e-book, paperback, hardcover, or audiobook) and production costs to ensure you can sell it profitably and competitively with similar titles.
3. ISBN and Format
It needs to be specified whether the book is available as an e-book, hardcover, paperback, or audiobook, and each format needs a unique ISBN (International Standard Book Number, which is a 13-digit number that identifies books and other book-like products).
Add the book’s page count, dimensions, and weight for print editions. Distribution channels and retailers need this information as it impacts shipping costs.
Pro tip: If you need an ISBN for your book, IBPA offers a 15% member benefit discount with Bowker (ibpa-online.org/page/bowkeridentifiers).
4. BISAC (US) and Thema Codes (Global)
BISAC and Thema codes are essential when categorizing a book’s subject matter.
These codes tell retailers, libraries, and other distribution channels what genre or category the book falls under, directly affecting how it’s shelved and found online. These codes cover everything from genres (like “Romance” or “Science Fiction”) to topics (“Biography / Autobiography” or “Cooking / Health”).
Usually, you assign one master category code for each system and add two to five more for sites that can use them. (Various retailers are set up to use from one to six category codes, and it is beneficial to provide all six.)
Here is an example of how we use these for Battlefield Earth, a classic Science Fiction title that hits several codes:
BISAC Codes:
FIC028010 FICTION / Science Fiction / Action & Adventure
FIC028090 FICTION / Science Fiction / Alien Contact
FIC028070 FICTION / Science Fiction / Apocalyptic & Post-Apocalyptic
FIC028030 FICTION / Science Fiction / Space Opera
FIC028050 FICTION / Science Fiction / Military
FIC028020 FICTION / Science Fiction / Hard Science Fiction
Thema Codes:
FLC Classic science fiction
FLU Science fiction: aliens / UFOs
FLQ Science fiction: apocalyptic and post-apocalyptic
FLS Science fiction: space opera
FLH Hard science fiction
FLR Science fiction: military
5. Keywords: Think Like a Reader
Keywords help make your book discoverable. Think about the words your target audience will likely use when searching for similar books. Don’t just focus on the title or subject matter; consider tone, setting, and themes.
For example, if your book is a mystery with a strong female lead, you might consider keywords such as “female detective,” “thriller,” or “crime fiction.” Use relevant keywords. When a reader discovers your book, you want them to enjoy it and buy more of your titles in the future.
Pro tip: We use the following online portals and websites to help discover words and phrases potential readers may be searching for: Publisher Rocket app, Ubersuggest.com, and AnswerthePublic.com.
6. Product Description and Book Cover
The product description and book cover are what readers see when your book appears in the search results. The retailer’s product page is your online salesman.
A professional cover that grabs attention and cover copy that hooks the reader (so they are confident your book is the one they are looking for) will convert your efforts into sales.
The book description should include the plot summary, key themes, and selling points. A good description helps booksellers and consumers understand why your book is worth their attention.
We recommend getting the cover and descriptive copy done by a professional. IBPA members can help with this (e.g., members get a 30% discount at ibpa-online.org/page/bookcoverwhisperer).
Checklist for the Essential Metadata
While I covered some of these in detail above, I want you to have a list you can use for each new title. You want to ensure that you have all this information prepared in advance before you start promoting your book:
- Title (and subtitle if applicable)
- Author/contributor(s)
- Cover
- Publisher (and imprint if applicable)
- ISBN (a unique identifier)
- Price(s)
- Publication date
- Edition information (if applicable)
- Series (if applicable)
- Language of content
- Age level for juvenile titles
- Descriptive Summary/synopsis
- BISAC/Thema subject codes
- Product form (format/binding/packaging)
- Page count and dimensions (for printed books)
- Territorial rights
- Return code (if applicable)
How to Distribute Correct Metadata to the Book Trade
Many retail and library partners require a specific submission process or spreadsheet. As this can vary quite a bit, we use CoreSource to manage and send our metadata to the publishing industry.
We also keep all the metadata for each title on a “master” Word document (some publishers use a portal or Google Doc so all personnel have access to it). We proofread it and use it as the standard information for each title.
There are metadata specialists and service providers that work with IBPA members. Here are a few to consider:
With the partner you choose, your next step would be to enter all the title metadata into their spreadsheet or platform. They will send your title information to the accounts selling your books through the above ONIX feed.
You can also enter or send the title information directly to each retail account if you have chosen not to partner with a professional in this field. In this case, you must ask your buyers for the spreadsheet needed or access their portal to add the metadata manually. For instance, you can enter the metadata directly on Amazon’s KDP or Advantage dashboard.
Best Practices for Ensuring Metadata Accuracy
Here are some best practices to ensure you enter your metadata correctly and consistently:
- Proofread your metadata before you upload it: Typos will be sent to all retailers and can hurt your book sales.
- Verify information across all platforms: Check that your metadata is consistent across all systems—whether it’s Ingram CoreSource, Firebrand, or any other cataloging system you use. Inconsistent metadata across platforms can lead to confusion and missed sales.
- Review and update regularly: As market conditions and sales trends evolve, so should your metadata. Make it a habit to review your book’s metadata every few months and update it with current keywords, pricing, and category trends.
- Keep an eye on metadata quality: Accuracy and quality are paramount. Routinely check for typos and correct formats. Ensure that information like the book description, prices, and category codes are accurate. We have had metadata corrupt with odd symbols added. It is important to catch this as soon as possible.
Metadata as a Tool for Success
In today’s competitive publishing landscape, metadata is a powerful tool. It determines how easily readers can find and purchase books. By inputting correct, comprehensive metadata—especially with key elements like BISAC codes, keywords, and other relevant details—publishers can ensure that their books are visible to the right audience and positioned for success.
Remember, while a book’s future may seem uncertain, you control how it’s presented to the world. Use metadata to your advantage, and you’ll increase your chances of success in terms of sales and long-term visibility. Use metadata to share your book with the world and make it a success!
Kim Catalano is the senior vice president of global sales and rights for Galaxy Press.