Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content

Chapter 3. Writing Relevant Content for the Web Audience

Knowing what you know about how Web users find, scan, and ultimately use Web content, how do you create relevant content for your target audience on the Web? That is the question we will begin to answer in this chapter. The complete answer to this question is the subject of a whole book. And even then, there is no formula for every challenge you will face in connecting with your target audience. But we can lay a conceptual framework to help you make intelligent Web content decisions. We begin laying that framework in this chapter.

Providing relevance for your target audience fuels your writing. It determines what you write, how you write, and how you design Web content to cue into Web ...