Conclusion

      Intro

                 Explanation

      Detail

                   Detail

    Conclusion




Content...
Content strategy
  Session 5/8
Address most important issues first




SEO with a skeleton crew
Josh McCoy, Search Engine Watch, 29 Mar 2010

1.   Linkin...
Amount of content




Can your content be delivered adequately?
Is the server and network up to the job?
    ‣ underpowere...
Audience research




Establishing desirable target audience
The Audience Analysis Toolkit for public sector bodies has be...
Use of Javascript




Enhancing the user experience
Avoid unnecessary user inconvenience or time wasting
   ‣ form validat...
Javascript—AJAX example




‣   update user interactively
‣   provide visual feedback
‣   check details at server
‣   redu...
Providing access for everyone




Official accessibility guidelines
How people with disabilities use the web
   ‣ Addressi...
Content layout


F-Shaped Pattern For Reading Web Content
Jakob Nielsen's Alertbox, April 17 2006

Eyetracking visualisati...
Writing style




Anticipate visitor behaviour
  ‣   most don’t plan their visit
  ‣   driven by goals—theirs, not yours
 ...
Inverted information pyramid




                 Intro



                Detail



             Conclusion

Conventional...
Inverted information pyramid




                                 Inverted pyramid information structure


               ...
Inverted information pyramid



                      Probable web page
                      viewing opportunity

       ...
Thinking strategically about content




http://www.richardingram.co.uk/2009/10/instilling-confidence-with-content-strateg...
Thinking strategically about content




http://www.richardingram.co.uk/2009/07/theyll-thank-you-later/
Practical exercise—content strategy headings




Individually, for 10 minutes or so, write
down the most important (first ...
Practical exercise—content strategy headings



1st order           2nd order                    3rd order
Online Content Strategy
Online Content Strategy
Online Content Strategy
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Online Content Strategy. From the Maximising Online Resource Effectiveness workshop (session 5/8)

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  • Online Content Strategy

    1. 1. Conclusion Intro Explanation Detail Detail Conclusion Content strategy
    2. 2. Content strategy Session 5/8
    3. 3. Address most important issues first SEO with a skeleton crew Josh McCoy, Search Engine Watch, 29 Mar 2010 1. Linking: check your strongest inbound links and make sure these have the most optimal link text—find a handful of the most credible and relevant links to your site—worth more than the 100 you would have easily accrued before. 2. Internal linking: make sure the internal link anchor text in your linking page text matches the keyword theme of the destination page. Watch for opportunities to add internal links to help you create better site-wide internal linking, and help visitors navigate more easily. 3. Copy: does the text speak to who you are and what you do, while focusing on page relevant keyword themes? Your job is to educate users, as well as the search engines, about what your site is all about. 4. Images: don't forget to add alternative (alt) tags to images on your site—these tags should contain keywords that are relevant to the image and match the keyword theme of any adjacent body text. 5. Title tags: crucial, target the most relevant keyword theme for your site pages and also provide an accurate, keyword-rich, and compelling description. http://searchenginewatch.com/3639906
    4. 4. Amount of content Can your content be delivered adequately? Is the server and network up to the job? ‣ underpowered server ‣ network connectivity Is the content unnecessarily “heavy”? ‣ Use of too many separate image/CSS/JS resources ‣ Every resource has bandwidth overhead ‣ Consolidate where possible
    5. 5. Audience research Establishing desirable target audience The Audience Analysis Toolkit for public sector bodies has been developed for the Strategic Content Alliance to distribute to members ‣ A concise guide to researching audiences ‣ A visualisation guide to researching audiences ‣ Audience research for cultural sector practitioners ‣ Audience research for people experimenting with digital media ‣ Audience research for education and research practitioners ‣ Audience research for health library and knowledge practitioners ‣ Audience research for programme, service and research practitioners ‣ Audience research for senior managers http://sca.jiscinvolve.org/publications/
    6. 6. Use of Javascript Enhancing the user experience Avoid unnecessary user inconvenience or time wasting ‣ form validation ‣ AJAX—to prevent frequent page loads from server ‣ increase response times for web site visitors http://www.w3.org/standards/webdesign/script
    7. 7. Javascript—AJAX example ‣ update user interactively ‣ provide visual feedback ‣ check details at server ‣ reduce necessary pages http://www.mcshaneglen.com/cgi-bin/bookings
    8. 8. Providing access for everyone Official accessibility guidelines How people with disabilities use the web ‣ Addressing various scenarios Web content accessibility guidelines (WCAG) overview ‣ Four principles and corresponding checklist points ‣ Perceivable | Operable | Understandable | Robust http://www.w3.org/WAI/EO/Drafts/PWD-Use-Web/ http://www.w3.org/TR/WCAG20/
    9. 9. Content layout F-Shaped Pattern For Reading Web Content Jakob Nielsen's Alertbox, April 17 2006 Eyetracking visualisations show that users often read Web pages in an F-shaped pattern: two horizontal stripes followed by a vertical stripe. F for fast. That's how users read your precious content. In a few seconds, their eyes move at amazing speeds across your website’s words in a pattern that's very different from what you learned in school. We recorded how 232 users looked at thousands of Web pages. We found that users' main reading behavior was fairly consistent across many different sites and tasks. This dominant reading pattern looks somewhat like an F and has the following three components. Users first read in a horizontal movement, usually across the upper part of the content area. This initial element forms the F's top bar. Next, users move down the page a bit and then read across in a second horizontal movement that typically covers a shorter area than the previous movement. This additional element forms the F's lower bar. Finally, users scan the content's left side in a vertical movement. Sometimes this is a fairly slow and systematic scan that appears as a solid stripe on an eyetracking heatmap. Other times users move faster, creating a spottier heatmap. This last element forms the F's stem. http://www.useit.com/alertbox/reading_pattern.html
    10. 10. Writing style Anticipate visitor behaviour ‣ most don’t plan their visit ‣ driven by goals—theirs, not yours ‣ instantly judge your site ‣ skim for clues ‣ review headings and first paragraph ‣ read about 20% Make reading engaging and easy for visitor ‣ be concise—focus on what visitor interested in ‣ capture interest, then add detail ‣ scannable headlines, headings, emphasised keywords ‣ use lists instead of long paragraphs ‣ ensure links are perceived for what they are (not “click here”) ‣ make images meaningful (and include description using “alt” in HTML tag) ‣ be consistent
    11. 11. Inverted information pyramid Intro Detail Conclusion Conventional pyramid information structure http://en.wikipedia.org/wiki/Inverted_pyramid
    12. 12. Inverted information pyramid Inverted pyramid information structure Conclusion Intro Explanation Detail Detail Conclusion Conventional pyramid information structure http://en.wikipedia.org/wiki/Inverted_pyramid
    13. 13. Inverted information pyramid Probable web page viewing opportunity Inverted pyramid information structure Conclusion Intro Explanation Detail Detail Conclusion Conventional pyramid information structure http://en.wikipedia.org/wiki/Inverted_pyramid
    14. 14. Thinking strategically about content http://www.richardingram.co.uk/2009/10/instilling-confidence-with-content-strategies/
    15. 15. Thinking strategically about content http://www.richardingram.co.uk/2009/07/theyll-thank-you-later/
    16. 16. Practical exercise—content strategy headings Individually, for 10 minutes or so, write down the most important (first order) themes to be addressed in a content strategy appropriate for your web site ‣ for each first order heading write down sub headings (second order) that would fall under that theme ‣ for each second order write down any key sub headings (third order) Share your headings with the group, adding anything else that is mentioned and relevant to you ‣ consider everything discussed in the workshop that is relevant and identify other additional items for discussion if they arise in your deliberations
    17. 17. Practical exercise—content strategy headings 1st order 2nd order 3rd order

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