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

Preface

Many books focus on how to publish content on the Web, or how to measure its success, or how to take existing text from print venues and make it suitable for the Web. But no book adequately focuses on creating text exclusively for the Web. Perhaps everyone thinks that the topic of writing has been adequately covered in such works as Strunk and White’s excellent little book, The Elements of Style, Third Edition (1979). Our view is that this assumption misses an important fact: Writing for the Web is fundamentally different from writing for print. We will unpack this fact to delve into how to write successfully for the Web.

In so doing, we fill an important gap in the literature. Other books about Web publishing, such as Mike Moran and ...