Contents
Chapter 1. Writing for Web Users Implies Writing for Search Engines
How the Web Medium Has Evolved from Its Print Origins
Writing Relevant Content for the Web Audience
Discovering and Using Popular Keywords
Engaging with Web Visitors through More Targeted Search Referrals
Developing an Optimized Site Architecture
Gaining Credibility through PageRank
Capturing Social- and Rich-Media Opportunities
Chapter 2. How the Web Medium Has Evolved from Its Oral and Print Origins
The Limits of Print Media and the Origins of the Web
Print Content versus Web Content
Basic Information Retrieval on the Web
Writing for Skeptical Web Readers
The Perpetually Unfinished Web Page
Chapter 3. Writing Relevant Content for the Web Audience
Defining Relevance in Terms of Search
On Writing Relevant Content for Web Users
Chapter 4. Discovering and Using Keywords to Attract Your Target Audience
Some Linguistic Considerations Related to Keywords
Discovering Keywords Used by Your Target Audience
Getting Started with Keyword Research
Optimizing Web Pages with Your Keywords
Chapter 5. Engaging with Your Web Visitors through More Targeted Search Referrals
Using Page Purpose to Engage with Your Audience
Going beyond Mere Keywords to Determine Relevance for an Audience
Using Keyword Research to Optimize for Long Tails
Using Social Media to Enhance Your Audience Understanding
Chapter 6. Developing a Search-Optimized Site Architecture
Developing Clear Information Architecture
Developing Search-Optimized Information Architecture
Developing a Search-Optimized Information Governance System
Chapter 7. Gaining Credibility through PageRank
How to Leverage Existing Relationships to Get Link Juice
Using Social Media to Develop Linking Relationships
Using the Power of the Web to Get Link Juice
Chapter 8. Capturing Social Media Opportunities
Forums: The Original Online Communities
Wikis: The Purest Form of Web Content
Using Twitter to Grow Your Network
Optimizing Your Facebook and LinkedIn Presences
Sustainable Practices for the Web as a Social Medium
Chapter 9. Measuring Web Content Effectiveness
Measuring Engagement, Inferring Relevance