Summary of Audience, Relevance, and Search

Targeting Web Audiences with Relevant Content

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Audience, Relevance, and Search book summary
Even Shakespeare would fail as an Internet writer if he didn’t adhere to its special writing rules.


9 Overall

10 Applicability

8 Innovation

8 Style


Even if you’re the next William Shakespeare, if you don’t write according to online standards you will fail as a web content creator. Internet users will not just ignore your web content; they probably won’t know it exists. This savvy new Internet writing guidebook by IBM web pros James Mathewson, Frank Donatone and Cynthia Fishel covers all of the technical information you need to develop web content that Internet users will find relevant and engaging. The authors emphasize that quality web content – material people can find and will read – depends on the right keywords. getAbstract recommends this superb, readable, wholly practical guide to editors, writers and those who plan and create material for the Internet.

In this summary, you will learn

  • Why writing for the web is different from writing for print
  • What are the primary web writing rules
  • How to find and utilize potent keywords to draw Internet users
  • How PageRank works
  • How to use social media to increase traffic to your website
  • What are the best metrics for gauging your site


Web Writing Is Not Traditional Writing
The web can be a difficult environment and many professional writers do not understand how to write for it. Three primary rules of writing for the Internet align with the habits of web readers: 1) Be brief; web readers have short attention spans; ...
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About the Authors

James Mathewson is editor-in-chief of and former editor of ComputerUser magazine. Frank Donatone is an IT professional in charge of improving IBM search rankings. Cynthia Fishel is an IBM expert on interactive and social media marketing.

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