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How much more effective would you be if all your Web content reached its precise target audiences-and they engaged with it? In Audience, Relevance, and Search, three pioneering IBM content and search experts help you get closer to this goal than ever before.
Drawing on more than forty-five years of experience in Web publishing and search effectiveness, the authors introduce powerful new techniques for using search and social media to deliver the right message to more of the right people, at the right time. Success involves systematically attracting targeted search traffic, instantly demonstrating relevance, and consistently engaging the target audiences.
Audience, Relevance, and Search offers indispensable insights for Web marketers, copywriters, editors, content strategists, and information architects alike.
Coverage includes
How relevance, determination, and audience analysis differ on the Web as opposed to print
Search-first writing: choosing keywords and long-tail phrases that your targeted audiences actually use
Getting to the point faster than ever
Developing personally relevant content for widely diverse audiences
Improving satisfaction by steering users to content that's relevant to them-and away from content that isn't
Aligning content to users' roles and to where they stand in the purchasing cycle
Encouraging customers to rate, share, and comment on your content through social media
Using analytical tools and dashboards to measure site effectiveness
Adapting intelligently to changing audiences
Sidebars
Foreword by Mike Moran
Preface
Acknowledgments
About the Authors
Chapter 1 Writing for Web Users Implies Writing for Search Engines 1
How the Web Medium Has Evolved from Its Print Origins 1
Writing Relevant Content for the Web Audience 3
Discovering and Using Popular Keywords 4
Engaging with Web Visitors through More Targeted Search Referrals 5
Developing an Optimized Site Architecture 6
Gaining Credibility through PageRank 9
Capturing Social- and Rich-Media Opportunities 11
Measuring Web Effectiveness 12
Chapter 2 How the Web Medium Has Evolved from Its Oral and Print Origins On Media Determinism 15
Spaces between Words 17
The Limits of Print Media and the Origins of the Web 22
Print Content versus Web Content 23
Basic Information Retrieval on the Web 24
Meaning as Use on the Web 25
Writing for Skeptical Web Readers 26
The Perpetually Unfinished Web Page 27
Summary 28
Chapter 3 Writing Relevant Content for the Web Audience 31
Who Is Your Web Audience? 32
What Is Relevance on the Web? 33
Defining Relevance in Terms of Search 34
On Writing Relevant Content for Web Users 39
Summary 41
Chapter 4 Discovering and Using Keywords to Attract Your Target Audience 43
Defining the Target Audience 43
Some Linguistic Considerations Related to Keywords 46
Discovering Keywords Used by Your Target Audience 50
Getting Started with Keyword Research 61
Optimizing Web Pages with Your Keywords 66
Summary 71
Chapter 5 Engaging with Your Web Visitors through More Targeted Search Referrals 75
Using Page Purpose to Engage with Your Audience 76
Going beyond Mere Keywords to Determine Relevance for an Audience 79
Using Keyword Research to Optimize for Long Tails 82
Using Social Media to Enhance Your Audience Understanding 89
Summary 93
Chapter 6 Developing a Search-Optimized Site Architecture 95
Developing Clear Information Architecture 96
Developing Search-Optimized Information Architecture 103
Developing a Search-Optimized Information Governance System 106
Summary 108
Chapter 7 Gaining Credibility through PageRank 109
Becoming a Hub of Authority 113
How Not to Get Link Juice 117
How to Leverage Existing Relationships to Get Link Juice 118
Using Social Media to Develop Linking Relationships 123
Using the Power of the Web to Get Link Juice 125
Summary 126
Chapter 8 Capturing Social Media Opportunities 127
Forums: The Original Online Communities 134
Wikis: The Purest Form of Web Content 135
Blogging to Grow Your Voice 136
Using Twitter to Grow Your Network 140
Optimizing Your Facebook and LinkedIn Presences 142
Sustainable Practices for the Web as a Social Medium 144
Summary 145
Chapter 9 Measuring Web Content Effectiveness 147
Measuring Engagement, Inferring Relevance 148
Measuring Audience Semantics and Sentiment 157
Summary 161
Bibliography 163
Index 169
Even if you're the next William Shakespeare, if you don't write according to online standards you will fail as a web content creator. Internet users will not just ignore your web content; they probably won't know it exists. This savvy new Internet writing guidebook by IBM web pros James Mathewson, Frank Donatone and Cynthia Fishel covers all of the technical information you need to develop web content that Internet users will find relevant and engaging. The authors emphasize that quality web content - material people can find and will read - depends on the right keywords. getAbstract recommends this superb, readable, wholly practical guide to editors, writers and those who plan and create material for the Internet.
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Overview
How much more effective would you be if all your Web content reached its precise target audiences-and they engaged with it? In Audience, Relevance, and Search, three pioneering IBM content and search experts help you get closer to this goal than ever before.
Drawing on more than forty-five years of experience in Web publishing and search effectiveness, the authors introduce powerful new techniques for using search and social media to deliver the right message to more of the ...