Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content, Rough Cut

Description

In this book, we advocate using search and social media to tighten your focus on providing relevant content for your target audiences on the Web. The Web is a social medium. Unlike print, you cannot be successful on the Web without proactively gaining the respect of your peers. Your peers are your lifelines. Their links to your content provide votes of confidence for your writing, helping you grow your audience. Google is the primary engine of this growth. Prospective audience members come to your Web writing only if Google ranks it highly. Google only ranks your work highly if it is woven into a network of links from your collaborators.

This book is intended for both professional and academic audiences. We apply the lens of media determinism to gain fresh perspectives on effective Web writing. Media determinism acts as a bridge between professional and academic audiences, providing both practical and theoretical wisdom about Web content effectiveness.

• The authors provide a collective forty-five years of experience in Web publishing and search effectiveness.
• This book is relevant to both academic and professional audiences.
• This book doesn't just tell you how to write effectively for search engines, it tells you why search engine effectiveness is the key to Web content effectiveness.
• This book provides a uniquely integrated view of traditional and social Web publishing.

Sample Content

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

Updates

Submit Errata