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

Chapter 4. Discovering and Using Keywords to Attract Your Target Audience

As we indicated in Chapter 3, the search-first writing methodology begins with keyword research, after which you write pages to attract your target audience and address their needs with relevant content. The two inputs to your writing plan are a description of the target audience and a set of keywords that the target audience is likely to use. Armed with this information, writing Web content that is optimized for search engines—particularly Google—is a fairly simple matter of making sure Google’s crawler can find the keywords in strategic places on your pages. This chapter covers those three tactics, along with some necessary background information on the linguistics of ...