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About the book and blog

This is a blog by authors with a combined 45 years of digital marketing experience. The views expressed in this blog are those of the authors and not their current employers. Their book,  Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content can be found at the page

Audience, Relevance, and Search

Audience, Relevance, and Search

How much more effective would companies be if all the content they created for the Web reached its specific target audience? In the book and blog, 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:

*What’s the best way to optimize keywords and other content for Google’s newest PageRank algorithm?

*How can personally relevant content be developed for the widely diverse Web audiences that visit large sites?

*How can users be steered to content that’s relevant to them and away from content that isn’t?

*Can content be aligned to users’ roles, or where they stand in the purchasing cycle?

*How can analytical tools and dashboards be used to determine which content is relevant to their audiences, and how relevant it is?

About the authors

James Mathewson, editor in chief of, sets standards and delivers education to improve the effectiveness of IBM Web content. He has trained 1,000+ IBM writers, editors, and content strategists on Web content quality and SEO techniques.

Frank Donatone has 20+ years’ IT experience encompassing people management, Web design/usability, SEO, and social media optimization. He is responsible for utilizing SEO to improve IBM’s search rankings and also serves as a social media lead for

Cynthia Fishel is an interactive marketing and branding specialist with 24+years of agency and IBM experience, providing analysis and recommendations on Web usability, design standards, branding, organic SEO, Web content effectiveness and social media marketing.

9 Comments leave one →
  1. Impressivesort permalink
    July 19, 2010 8:28 pm

    Oh, my! Relevant Content can be found at

    This seems like such an obvious error that it (almost) makes me question the credibility of the work.

    Relevant Content can be found at let’s me know that it’s a link to the source available on is as valuable to me as:


    Why would you do this?

  2. January 30, 2011 9:03 pm

    Don’t forget to promote your book on!

    You can post reviews, sample articles and press releases. is a free site.

  3. March 2, 2011 4:31 pm

    My wife and i ended up being quite joyous Chris could do his preliminary research with the precious recommendations he discovered from your own web site. It’s not at all simplistic to just continually be making a gift of secrets which usually a number of people could have been making money from. And now we realize we need the blog owner to be grateful to for that. The illustrations you’ve made, the simple web site navigation, the friendships your site help create – it’s all excellent, and it is aiding our son and us imagine that that concept is pleasurable, and that’s rather pressing. Thanks for the whole lot!

  4. June 27, 2011 6:01 pm

    Hey Admin! I was reading your post and it really looks like that your post isn’t optimized well to gain search engine traffic and rankings. Actually I am an SEO Consultant, advicing people about how to get more traffic. I’d suggest you to check out this awesome WordPress Plugin here – called SEOPressor, really thankful to Daniel for this. I use it on all my and my client’s websites. This is going to help you a lot. BTW, I am in no way affiliated to this guy, its just an advice. Your wish, take it or drop it.🙂

  5. August 13, 2011 3:09 pm

    Good catch. We fixed it.

  6. November 11, 2011 6:33 pm

    Great blog!

    I was wondering if you’d be interested in sharing your articles with like-minded content marketing strategists? I am building a content marketing community to showcase everyone’s expertise in this field.

    Please send me an email if you have any questions and I can share further details with you. Thank you for your consideration.




  1. Establece un propósito para tus páginas web « Contenido para la web

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