Real solutions to the Internet search challenges that Web marketers and content professionals struggle with every day!--Take search optimization to the next level by providing the right content to the right user at the right time.-Up-to-the-minute guidance on 'writing for Google' that reflects the latest changes to Google's algorithms.-New techniques for defining keywords more effectively.-Authored by IBM web pioneers with 45+ years of content and search optimization experience. How much more effective would companies be if all the content they created for the Web reached its specific target audience? in this book, 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 'maximizing' 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 optimization 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?

James Mathewson has more than sixteen years of experience as a new media analyst covering Web and search content trends. Now the editor-in-chief of ibm.com, James has trained more than a thousand IBM writers, editors, and content strategists on how to write engaging Web copy with a search-first approach.
Frank Donatone has more than twenty years of IT experience that encompasses management of people and projects, Web design, usability, social media marketing, search engine optimization (SEO), and accessibility. He is responsible for using SEG to improve IBM's search rankings and brand reputation.
Cynthia Fishel is an interactive marketing and branding specialist with more than twenty-four years of agency and IBM experience and was part of the IBM team that set standards and created education modules used to improve IBM's Web content effectiveness. She is responsible for analysis, recommendations and training on Web usability, interactive marketing and branding, organic SEO, and social media marketing.