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Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content
Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content
How much more effective would companies be if all the content they created for the Web reached its specific target audience? In this book, three pioneering IBM content and search experts show how to get closer to this goal than ever before. Readers will discover how to write highly relevant content containing the keywords and long-tail phrases their targeted users actually use. By doing so, they will learn how to go beyond merely "maximising" traffic to actually delivering the right content to the right visitors at the right time. They will even learn how to prove the relevancy of their Web content. More than any other book, Audience, Relevance, and Search is relentlessly focused on the search and content optimisation problems that Web professionals face right now. Drawing on 45+ years of collective experience in Web publishing and search effectiveness, the authors share powerful insights into these and other crucial challenges: * What's the best way to optimize keywords and other content for Google's newest PageRank algorithm? * How can personally relevant content be developed for the widely diverse Web audiences that visit large sites? * How can users be steered to content that's relevant to them and away from content that isn't? * Can content be aligned to users' roles, or where they stand in the purchasing cycle? * How can analytical tools and dashboards be used to determine which content is relevant to their audiences, and how relevant it is?
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On Target: How the World's Hottest Retailer Hit a Bullseye
On Target: How the World's Hottest Retailer Hit a Bullseye
The first behind-the-scenes look at the stunning success of America's hippest discount retailerFounded in 1962 by Minnesota-based department store Dayton's, Target has grown to become America's second most profitable retailer behind Wal-Mart. On Target is the first in-depth look at the business leaders and strategies that made Target such a runaway success. The company's easily recognizable red-and-white logo, youthful television advertisements, and upscale partnerships-with designers like Michael Graves, Mossimo, and Todd Oldham-have not only removed the stigma traditionally attached to discount store shopping, but actually made it hip to be frugal. In the process, the company has cemented its place as the favorite discount retailer of middle- and upper-income families across the country. In On Target, award-winning business journalist Laura Rowley examines the methods and the success of the company from its shrewd merchandising strategy to its clever marketing campaigns, ingenious branding effort, and extensive philanthropy . An excellent education in how to beat the competition even in a crowded and weak retail market, Target's story details the history and incredible success of a unique company and an enticing, unmistakable brand. Both insightful and entertaining, On Target offers important business lessons for executives and managers in need of a bull's-eye.Laura Rowley (Maplewood, NJ) is an award-winning television, radio, and print journalist specializing in business reporting. She is the personal finance and career columnist for Self magazine and has also been published in The New York Times, Parents, and Newsweek. As a reporter and producer for CNN in New York, she reported on air for Your Money and Business Unusual, and produced live programs for CNNfn. She has also appeared on Good Morning America, Oxygen Media, and CNBC.
$12 Go to
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