Author Archives: Murray Izenwasser

Murray Izenwasser

About Murray Izenwasser

Murray Izenwasser is Marketing Practice Lead and Co-founder of Biztegra, a marketing and technology services agency that focuses on helping publishers of all sizes drive discoverability, engagement and revenue. Murray is also one of the lead architects of Biztegra’s Publishr, a search, social and mobile-optimized marketing and commerce platform for independent publishers. Murray has been working on web-based content, platforms and marketing since the mid-'90s and is a recognized expert in online, integrated and social marketing techniques. He has held senior positions with some of the world's largest digital agencies and is a frequent speaker at marketing and publishing industry events. Connect with him at murray@biztegra.com or on LinkedIn and follow him on Twitter @MurrayIz.

The Optimized Publisher: HTTPS

The Optimized Publisher: HTTPS

For the final factor of our multi-step evaluation of Search Engine Optimization (SEO) factors, we will be turning to security. In May of 2015, The Washington Post provided a timeline of the history of Internet security, ranging from Cold War communication strategies of the 1960s to hacking car navigation and other...

What Macmillan's Acquisition of Pronoun Means

The Optimized Publisher: XML Sitemaps

I would like to turn your attention to the Doodle Track Car, an award-winning toy that allows kids to draw a line (or print out their own racetrack) for a little racecar to obediently follow. Without the line, the car is lost. With the line, the toy will go anywhere you...

How Publishers Can Use Their Authors to Boost Sales

The Optimized Publisher: Author Amplification

“Call me Ishmael.” “It was the best of times. It was the worst of times.” “It was a dark and stormy night.” These are the opening lines that have turned writers into authors and kept many a reader glued to the books and statements made by their favorite wordsmiths (Well, maybe...

How Publishers Can Strengthen Their Social Media Efforts

The Optimized Publisher: Social Integration

Have you ever read a book, heard a song or watched a film that was so amazing and inspiring that you just had to share it with everyone you know? Before social media, this involved a lot of lending and borrowing (I have lost so many “borrowed” books, CDs and DVDs...

Why Publishers Need to Be Mobile-Friendly

Is Your Site Mobile-Friendly?

Can you imagine life without a smartphone or tablet? Before 1994, access to the Internet was limited to desktops and laptops, confining website commerce to the home and business. Believe it or not, the first micro/mobile browser made its debut that year. And 13 years later, how we all use the...

Code Validation

The Optimized Publisher: Code Validation

Millennials of the world might cite the most important event of 1994 as the birth of pop star Justin Bieber (I did say “might,” ok?). But webmasters and coders might view 1994’s highlights a bit differently: that year was the origin of the World Wide Web Consortium (W3c), the organization that...

How Publishers Must Use Images

The Optimized Publisher: Images

Let me drop some statistics on you: the Google domain was registered in September 1997, and today, the most popular search engine in the world indexes close to 50 billion webpages. Out of those webpages, Google has indexed more than 1 trillion page images for its Google Image Search (as of 2013)....

Page Load Speeds

Page Load and Page Crawl Speed

Shave your body hair. Wear form-fitting suits and caps. Improve your balance and form. No, these are not the latest fashion trends (unless you are a swimmer). These are tips from USA Swimming for reducing friction and improving speed. In competition, these tips—when combined with training and ability—can mean the difference...

short form content, content, amazon, kindle, audible

The Optimized Publisher: Structured Data Markup

In the old standard “Over the River and Through the Woods,” a trip to Grandma’s house exposes our noses and toes to the elements over an arduous journey by sleigh. Wouldn’t it be great if there were a shortcut to Grandma’s that allowed us to get there faster without exposing us...

The Optimized Publisher: Heading Tags

The Optimized Publisher: Heading Tags

In one of my earlier posts, URL Structure and Site Architecture, I talked about the importance of organizing your site via a hierarchical structure and mapping your website by categories and subcategories. In this post, I am going to explain how good page architecture can not only keep your site well...

Another Big SEO Factor for Publishers

Meta Description Tags

When we talk about something being “meta,” we are aware of the self-referential nature of the object—a movie about a movie, a song about a song, etc. And when the prefix “meta” is used to talk about Search Engine Optimization (SEO), it is being self-referential in relation to your website. In...

Why Book Publishers Need to Produce Compelling Digital Content

Content – Fresh, Exciting and Inviting

In one of my blog posts for Digital Book World, “Your Content Is the Problem,” I pointed out that duplicate content can hurt your search engine rankings due to Google’s preference for unique content on your website pages. In the past few installments of this series of SEO guidelines for book...

ebook marketing book publishers SEO websites direct-to-consumer

Twelve Publishers’ Websites Go Under the SEO Microscope

For publishers, a fully search engine–optimized website is the first step in improving discoverability and in building out a direct-to-consumer program. It’s usually the piece of the puzzle that’s fairly straightforward to implement and brings a pretty good return on investment. And since it’s the part of SEO that publishers themselves...

video streaming meerkat periscope publishers ebooks social media

Pressing Pause on the New Streaming Platforms

Two similar apps recently took the social media universe by storm: Meerkat and Periscope. Both allow you to live-stream video directly from your mobile phone to the web. The real difference between them is that Periscope is from Twitter Inc. while Meerkat isn’t, but Meerkat launched first and received $12 million...

d2c ebook discoverability readers

It’s Not (Just) about Discoverability

The Five Stops on Your Customer’s Journey In the course of planning and developing a direct-to-consumer (D2C) strategy, it can be easy to lose sight of how the technical components fit into the broader strategic picture. So let’s zoom out for a moment and return the focus on customers—the people who...

SEO publishers websites

This Is Not a Blog Post

It’s an offer for those of you who are publishers or work for one. One of the things I want to do in this column is highlight real-world examples of the direct-to-consumer publishing initiatives whose components I write about each week. If you’ve been reading along, you know one of them...

Google publishers direct-to-consumer search SEO

Publishers Getting Left Behind on Mobile

Did you feel it? Did you feel the change? If you’re in the publishing world there’s a chance you didn’t. One reason for that could be you’ve been existing on the industry’s shifting sands for a while now. Maybe you’ve grown so used to change that it doesn’t even phase you...

SEO duplicate content book publishers keywords

Your Content Is the Problem. Your Content Is the Problem.

…Your content is the problem. Content is what drives the Internet. And relevant content is what drives search results. Having superbly written, deep, descriptive, and most importantly, relevant content is the key to creating a thriving web presence. Duplicate content, however, will shoot all of your high-flying search engine optimization (SEO)...

SEO book publishers ebooks direct-to-consumer

The Two Sides of SEO for Book Publishers

Here’s a scenario: A reader hears about a book you publish from someone they trust. They decide they want to buy it and read it. So how do they find it? It’s possible they go directly to their favorite bookseller (let’s assume this is all happening online), find it there and...

Three Direct-to-Consumer Steps Every Publisher Can Take

In my last post, I made the argument that not only should all publishers establish robust direct-to-consumer (D2C) programs regardless of their size, but that small and mid-size presses are in some ways better positioned to do so than large trade publishers. In this post I’ll break down the components of...

Why All Publishers Can and Should Go Direct-to-Consumer

Many publishers think direct-to-consumer (D2C) programs are difficult to implement, expensive to operate and generate heaps of extra work that their bottom lines can never justify, leaving those initiatives the exclusive territory of only the biggest players in the industry. But all publishers can and should be developing D2C strategies, including—and...