James Mathewson
Global Search Strategy Lead
IBM
@James_Mathewson

James Mathewson is the Global Search Strategy Lead for IBM, a role that involves helping content teams implement search best practices at every phase in the content development cycle.

Because of the size and scale of IBM, this mostly involves building tools to automate keyword discovery and content strategy. But he also spends much of his time and energy supporting IBM's Digital Lab, which develops optimized digital experiences using the tools James develops and supports in an agile environment.

James is co-author of the book Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content (http://www.amazon.com/-/e/B0033YGHHK) from IBM Press. His forthcoming video lectures of the same title will be released in May, with updated information for Google's Panda algorithm and other changes in search marketing best practices since the book was published in 2010.

James writes regularly on the book's companion blog, writingfordigital.com , detailing how his experiences and research lead to new insights in search-first content strategy. His insights can also be found on InformIT and Twitter @James_Mathewson