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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.
More than any other book, Audience, Relevance, and Search is relentlessly focused on the search and content optimisation problems that Web professionals face right now. Drawing on 45+ years of collective experience in Web publishing and search effectiveness, the authors share powerful insights into these and other crucial challenges:
newest PageRank algorithm?
audiences that visit large sites?
content that isn't?
is relevant to their audiences, and how relevant it is?
Are You Prepared for the Semantic Web?
Content Marketing: The New ROI is All About Engagement
Google Gets Tough on Black-Hat SEO
Is Facebook Free and Open Enough?
Is Google's "Search Your World" Evil?
Social Search and Social ROI, Part 1: SEO and Social Media Strategies Converge
Social Search and Social ROI, Part 2: Cracking the Link Equity Code in Terms of Social Influence
Social Search and Social ROI, Part 3: How Will Google+ Change Social Search?
The Elephant in the Google Offices
The Importance of the New Googlebot
The Search-First Approach to Content Strategy
Three Strategies for SEO Post Google Panda
Two Common Myths of Web Design and Information Architecture
Writing for Web Users Implies Writing for Search Engines
Download the sample pages (includes Chapter 1 and Index)
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