Search results not showing book

I am having great difficulty in getting a book to show up when searching in iTunes. (this is not a back-door way of promotion!)
Can you help me regarding metadata? This particular book (called Why They Win) has the words 'bridge', 'bidding', 'play' and several other keywords in the description. I thought the words in the description were used to help build search terms. However if these words either singly or in combination are used in the iTunes search box the book never shows up in the search results. What do I have to do to make it appear in search results without typing in the actual title or author which obviously most people will not know in advance?

It's not compatible with iPhones (nor iPod Touches) - from the book's description page in the store :
This book is available for download with iBooks on your Mac or iPad, and with iTunes on your computer. Multi-touch books can be read with iBooks on your Mac or iPad. Books with interactive features may work best on an iPad. iBooks on your Mac requires OS X 10.9 or later.
Requirements: To view this book, you must have an iPad with iBooks 3 or later and iOS 5.1 or later, or a Mac with iBooks 1.0 or later and OS X 10.9 or later.
Did you create the book with iBooks Author ?

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