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 Amazon.com page
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 ibm.com, 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 ibm.com.
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.