Today: Multiplicity of text
41 bn web pages - maybe
But the internet is infinite
Question: How does your content stand out?
Can it befound?
How do search engines function?
What perspectives are there on writing for the
What is SEO?
Ensures content is findable
Search engines detect web pages and list them
Text, video, audio and images are ‘optimised’ to
make them more searchable and therefore
Constructing websites and content with search
engines in mind
Dual role of developer and content generators
So, how do search engines work?
Robots and spiders
What factors are search engines interested in…?
Search engines closely guard their algorithms, and many give different values
to certain variables, but a few standard factors can be indentified…
They like websites that have good-quality textual and video content that is relevant to users’ search terms
They recognise sites that attract visitors and are used by incoming traffic
Include ‘Metadata’– engines appreciate what is your site/pages are called
Engines like relevant URLs, rather than random numbers
They hate it when someone tries to trick them
Search engines like order – if you’re tagging your content into organised groupings, it’ll be appreciated by
Pictures and video are searchable via tags, names and captions
Search engines like to see hyperlinks that direct users around your site, and the rest of the web
LESSON: Tell the web what your content is
WRITING FOR SERPS: Search engine results
Heat maps – where search meets
humanity in the shape of an F
Establish your keywords
Writing, SERPs, and keyword positioning
Relevant keywords are better at the very beginning of a
sentence, rather than mid-way through or at the end
If this isn’t possible, instead place relevant keywords as close as
possible to the beginning of a sentence or story.
A third option is to use a relatively high paragraph or the end of a
paragraph to include your relevant keywords.
Even the final paragraph is a worthwhile place to include your
optimised phrase, or synonym. It’s better to include them here
than not at all.
By including phrases in this way, you run a better chance of not only appearing on
search engines, but actually getting human beings to click on the pages
themselves. Without these clicks, the pages (key phrases or not) aren’t delivering
what you want them to – which is readers ….
Top SEO tips for writers
Understand your audience – write for humans, not
bots and crawlers.
Adopt the correct tone and linguistic
Ensure the content is highly relevant
Integrate keywords using a standard keyword tool
(such as Google Trends and Google Adwords).But
remember, don’t overdo it. Search engines are
always on the lookout for spam.
Don’t use puns in headlines – they need to be easily
read by Googlebot et al
Build a strong architecture - this includes
classification and internal and external links
Update regularly and seek to spread the word
using social media. Through providing new pages
that are ‘on brief’, which are then linked to by
people who pick up your content, search engines
will add additional value to your website
It’s all gone a bit Meta
Shared posts and ReTweets
Style and approach
Multiplicity of text #2
Platforms: consider the form
. in the beginning was the word .
in thi beginning was thiwurd
in thibeginnin was thiwurd
in thibiginnin was thiwurd
. in the beginning was the sound .
Considerations: Style and Tone
Who are you writing for and why?
Curate: make the web work for
Write good-quality and relevant copy
Engage with the Link Economy
Write for search engines and humans
Take writing beyond the textual story: think
video, audio, images. Think multimedia
Be cross platform
Remember to adopt the right style, tone
and approach (for your audience, the
story, the device and the platform).
Know your audience and what they want
Curate content and communities
Media Briefing: Why Newspapers are writing
the wrong articles for the web
Malcom Coles on SEO
Today is a good day
Terry Hancock www.downunderobservatory.comM33 (NGC 598) The Triangulum Galaxy LRGB=HA
the justified sinner
Silly Little Man
Write One Word Over and Over