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

Foreword

Although in recent years the Internet has been overrun with images, audio, and video, the Web remains, at its heart, a writer’s medium.

Why do I say this? Because the written word is at the heart of every Web experience. No matter how much video you watch, images you look at, and audio you listen to, you read a lot more words. While Web sites demand skilled people to create all of these kinds of content, the demand for Web writers has never been greater.

And that demand keeps growing, both because more companies each day are using the Web as a marketing tool, and because messages are virtually unlimited in size. Unlike every other medium, there is no natural limit to the amount of space that can be used for a Web message. Advertising ...