Book

Mathewson, James, 1963-

Audience, relevance, and search : targeting Web audiences with relevant content / James Mathewson, Frank Donatone, Cynthia Fishel.

Upper Saddle River, NJ : IBM Press/Pearson, ©2010.

xxvii, 177 pages : illustrations ; 24 cm

How much more effective would companies be if all the content they created for the Web reached its specific target audience? In this book, three pioneering IBM content and search experts show how to get closer to this goal than ever before. Readers will discover how to write highly relevant content containing the keywords and long-tail phrases their targeted users actually use. By doing so, they will learn how to go beyond merely "maximising" traffic to actually delivering the right content to the right visitors at the right time. They will even learn how to prove the relevancy of their Web content.

Online authorship.

Web usage mining.

Web sites -- Design.

Web search engines.

Internet users.

Internet marketing.

Donatone, Frank.

Fishel, Cynthia.

Includes bibliographical references and index.

Foreword / Mike Moran -- Writing for Web users implies writing for search engines : How the Web medium has evolved from its print origins ; Writing relevant content for the Web audience ; Discovering and using popular keywords ; Engaging with Web visitors through more targeted search referrals ; Developing an optimized site architecture ; Gaining credibility through PageRank ; Measuring Web effectiveness -- How the Web medium has evolved from its print origins : On media determinism ; Spaces between words ; The limits of print media and the origins of the Web ; Print content versus Web content ; Basic information retrieval on the Web ; MEaning as use on the Web ; Writing for skeptical Web readers ; The perpetually unfinished Web page -- Writing relevant content for the Web audience : Who is your Web audience? ; What is relevance on the Web? ; Defining relevance in terms of search ; On writing relevant content for Web users -- Discovering and using popular keywords to attract your target audience : Defining the target audience ; Some linguistic considerations related to keywords ; Discovering keywords used by your target audience ; Getting started with keyword research ; Optimizing Web pages with your keywords -- Engaging with your Web visitors through more targeted search referrals : Using Page Purpose to engage with your audience ; Going beyond mere keywords to determine relevance for an audience ; Using keyword research to optimize for long tails ; Using social media to enhance your audience understanding -- Developing a search-optimized site architecture : Developing clear information architecture ; Developing search-optimized information architecture ; Developing a search-optimized information governance system -- Gaining credibility through PageRank : Becoming a hub of authority ; How not to get link juice ; How to leverage existing relationships to get link juice ; Using social media to develop linking relationships ; Using the power of the Web to get link juice -- Capturing social media opportunities : Forums: the original online communities ; Wikis: the purest form of Web content ; Blogging to grow your voice ; Using Twitter to grow your network ; Optimizing your Facebook and LinkedIn presences ; Sustainable practices for the Web as a social medium -- Measuring Web content effectiveness : Measuring engagement, inferring relevance ; Measuring audience semantics and sentiment.

2010006751

9780137004201

0137004206

457156730

1

0

1

261462

1

1

006.3 Mathewso