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Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content by James Mathewson, Frank Donatone, Cynthia Fishel

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Chapter 5. Engaging with Your Web Visitors through More Targeted Search Referrals

On the Web, you do not address a generic passive audience; you engage a defined active one. That engagement starts with attracting a targeted audience with keywords, as we explained in the previous chapter. But it doesn’t end there. Search engines can help you attract a targeted audience, but once you get that audience on your site, you need to engage them with compelling links. This chapter is about helping visitors understand how to engage with your content, so they can use it to find what they need.

Making your audience engage deeply with your content has two main components. The first is a common consideration for all writing, which is especially important ...

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