Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content

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 ...

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Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content

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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 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

Read More Show Less

Product Details

  • ISBN-13: 9780137004201
  • Publisher: IBM Press
  • Publication date: 5/14/2010
  • Pages: 208
  • Product dimensions: 6.90 (w) x 9.10 (h) x 0.50 (d)

Table of Contents

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

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  • Posted November 30, 2010

    more from this reviewer

    Much-needed, accessible, how-to for successful writing on the Web

    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.

    1 out of 1 people found this review helpful.

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