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Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content
Use Search and Social Media to Better Engage with Your Target Audiences
How much more effective would you be if all your Web content reached its precise target audiencesùand 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 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 themùand 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
How much more effective would you be if all your Web content reached its precise target audiencesùand 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 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 themùand 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
177 pages, Paperback
First published April 9, 2010
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Displaying 1 - 3 of 3 reviews
August 30, 2011
In my quest to teach myself SEO and web copywriting, the first book I acquired was Audience, Relevance and Search: Targeting Web Audiences with Relevant Content by James Matthewson, Frank Donatone and Cynthia Fishel.
The description and reviews on Amazon promised a book that would help write better targeted web content. In this matter, I was a bit disappointed. The book is more SEO-focused than writing-focused. However, the basic principles it lays out can help build a solid foundation for better content.
Be warned: the book assumes some knowkedge of web design. I didn’t know what a wireframe was at the time of reading and I had trouble following the no-doubt useful chapter about site architecture optimization.
The first two chapters are mostly theoretical and deal with the difference between web and print content. They define what the authors mean by “relevance” and set up relevance as the major factor in planning and writing web content.
The authors go through all the steps for determining and optimizing relevance: keyword research, audience engagement, optimized site architecture, link building, social media and measuring results.
As you can see, these chapters discuss what happens around writing web content, not writing itself. Maybe my expectations were wrong, however. But even taking the book’s content itself, I wish the authors had delved a bit deeper in the how-to of things, especially about using search and web analytics tools.
As an introduction to web content planning and management, this book does a great job. However, don’t look for tutorials or more pratical strategies; they are woefully missing.
I certainly learned quite a bit about search engine optimization from this book. Unfortunately, it was not exactly what I was looking for and I found myself frustrated with the book’s content. Despite this problem, I will certainly keep it close in my electronic bookshelf for later reference, when I actually start building web content strategies for clients.
The description and reviews on Amazon promised a book that would help write better targeted web content. In this matter, I was a bit disappointed. The book is more SEO-focused than writing-focused. However, the basic principles it lays out can help build a solid foundation for better content.
Be warned: the book assumes some knowkedge of web design. I didn’t know what a wireframe was at the time of reading and I had trouble following the no-doubt useful chapter about site architecture optimization.
The first two chapters are mostly theoretical and deal with the difference between web and print content. They define what the authors mean by “relevance” and set up relevance as the major factor in planning and writing web content.
The authors go through all the steps for determining and optimizing relevance: keyword research, audience engagement, optimized site architecture, link building, social media and measuring results.
As you can see, these chapters discuss what happens around writing web content, not writing itself. Maybe my expectations were wrong, however. But even taking the book’s content itself, I wish the authors had delved a bit deeper in the how-to of things, especially about using search and web analytics tools.
As an introduction to web content planning and management, this book does a great job. However, don’t look for tutorials or more pratical strategies; they are woefully missing.
I certainly learned quite a bit about search engine optimization from this book. Unfortunately, it was not exactly what I was looking for and I found myself frustrated with the book’s content. Despite this problem, I will certainly keep it close in my electronic bookshelf for later reference, when I actually start building web content strategies for clients.
March 21, 2013
I thoroughly enjoyed this book, although it may have been more SEO based than I originally thought from Amazon -
If I find 75% or more of these type of books full of value, I give it 5 stars -
I may change that if I find more upper echelon books, but for now, this is in the top 10-15% of books in this and similar genres that I have read.
If I find 75% or more of these type of books full of value, I give it 5 stars -
I may change that if I find more upper echelon books, but for now, this is in the top 10-15% of books in this and similar genres that I have read.
July 23, 2011
A bit too theoretical and less actionable than I expected. Doesn't compare in actionability and insights with Web Analytics 2.0.
Displaying 1 - 3 of 3 reviews