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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 9. Measuring Web Content Effectiveness

If you publish a book such as this, you know that you can’t make changes until the next printing, which might not be for six months to a year. So you have to try to write content with a long shelf life. Our goal is to write content that will remain relevant and current until the next printing. Small fluctuations in the field, such as which social media sites are hot right now, must be left to other content efforts, preferably on the Web, where daily changes can be made. Also, we have made every effort to write for our target audience—writers, editors, and content strategists—in this book. We expect to get reader feedback that tells us how well we did in that task and where we have room for improvement. ...

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