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 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

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