Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content [NOOK Book]

Overview

Real solutions to the Internet search challenges that Web marketers and content professionals struggle with every day!

  • Take search optimization to the next level by providing the right content to the right user at the right time
  • Up-to-the-minute guidance on "writing for Google" that reflects the latest changes to Google's algorithms
  • New ...
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Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content

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Overview

Real solutions to the Internet search challenges that Web marketers and content professionals struggle with every day!

  • Take search optimization to the next level by providing the right content to the right user at the right time
  • Up-to-the-minute guidance on "writing for Google" that reflects the latest changes to Google's algorithms
  • New techniques for defining keywords more effectively
  • Authored by IBM web pioneers with 45+ years of content and search optimization experience
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Product Details

  • ISBN-13: 9780137048229
  • Publisher: Pearson Education
  • Publication date: 5/10/2010
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 208
  • File size: 4 MB

Meet the Author

James Mathewson has followed the Web since 1994, first as a contributing editor specializing in Web publishing and search for ComputerUser magazine, and later as the editor in chief of the magazine and its Web site. As the ComputerUser.com editor, he published more than 1000 articles, mostly related to Web technologies. He has also published in several other magazines and periodicals, including IBM Systems magazine.

Since leaving ComputerUser in 2004, James has worked for IBM as a Web developer and Web content editor. In his current role as editor-in-chief of ibm.com, James sets standards, and creates and delivers education to improve the effectiveness of IBM’s Web content. James has trained more than 1000 writers, editors, and content strategists on Web content quality and search engine optimization (SEO) within IBM. James leads all search effectiveness efforts for IBM’s Smarter Planet Web presence (ibm.com/smarterplanet). He is also the search strategy lead for IBM Marketing and Communications, a role that gives him influence over future Web and social media content efforts at IBM.

Frank Donatone is an Internet professional with over 20 years’ experience in the IT industry. His experience includes people management, project management, Web site design, usability, accessibility, search engine marketing with a SEMPO certification in advanced SEO, and social media optimization. Using his previous experience in addition to customer satisfaction survey analysis he provides tactical and strategic recommendations to IBM for Web site improvement. His position as a IBM Worldwide Web Effectiveness Lead has a strong focus on SEO and social media to improve IBM’s ranking on the Web for key terms, managing the brand’s reputation, identifying sales opportunities, and improving share of voice. Frank has also co-developed and taught several search engine optimization courses at IBM with his coauthors. Recently, he has participated in the design and presentation of education related to using social media for sales inclusive of Twitter, LinkedIn, and event promotion. In addition to his Web Effectiveness role Frank also serves as a social media lead for ibm.com.

Prior to joining IBM, Frank was an IT consultant to IBM as well as a second-line manager for Keane Inc. accounts at three IBM sites, Reader’s Digest, and VSI Communications. His second-line management position encompassed the management of 4 first-line account managers and 50 consultants. His dual role as a consultant at IBM during this tenure was Lotus Notes help desk management, and Lotus Notes and Web application deployment quality assurance. He also holds a professional certification in Lotus Notes administration and development.

Cynthia Fishel is a Senior Interactive Marketing and Brand Specialist with over 24 years of global agency and corporate Fortune 500 experience in the IT Industry. She has a proven track record of building teams that build successful Web sites. She was among the original team that launched ibm.com back in the early 90s and has continued to work on IBM’s Web site for the past 15 years. She produced the ibm.com interactive and visual design standards in support of all ibm.com worldwide Web development for consistent customer experiences across IBM Web sites. She drove IBM’s strategy for Web collaboration and developed the first Collaborative Branding Standards for co-marketed and co-branded Web sites.

Cynthia has always been part of the IBM team that sets standards, and creates and delivers education to improve the effectiveness of IBM’s Web content. As a Search and Social Media Evangelist for IBM, Cynthia led the development of five Organic Search Engine Optimization (SEO) education modules for IBM internal use, IBM Business Partners, and interactive agencies, used to train over thousands of associates worldwide.

Cynthia has spearheaded ibm.com initiatives and education in Corporate Identity & Design, Digital Branding, Rich Media, Accessibility and Privacy. Her recent position as the IT Consultant Specialist/Web Customer Satisfaction Team Lead for ibm.com focused on Web content effectiveness and gave her the opportunity to be the single point of contact for IBM business units, helping them to more effectively attract, convert, and retain business through the Web.

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Table of Contents

Foreword

Preface

Chapter 1: Writing for Web Users Mimics Writing for Search Engines

Chapter 2: How the Web Medium Has Evolved from its Print Origins

Chapter 3: Writing Relevant Content for the Web Audience

Chapter 4: Discovering and Using Popular Keywords

Chapter 5: Engaging with Web Visitors through More Targeted Search referrals

Chapter 6: Developing an Optimized Site Architecture

Chapter 7: Gaining Credibility through PageRank

Chapter 8: Capturing Social- and Rich-Media Opportunities

Chapter 9: Measuring Web Effectiveness

Index

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Sort by: Showing 1 Customer Reviews
  • 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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