How To Write For The Web

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How to write content for the web. What is your content strategy?

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How To Write For The Web

  1. 1. How to Write for the Web<br />
  2. 2. Readers Scan Web Copy<br />Readers are scanning for information<br />Web writing recognizes this audience has a different set of priorities<br />Good web content communicates to the reader, NOT to the search engines<br />2009 © The Ocean Agency. All rights reserved.<br />
  3. 3. F-Pattern<br />Readers scan Web pages in an F-Pattern<br />Many read only the 1st two words in a paragraph<br />Order of scan:<br /><ul><li>Title/Subtitle
  4. 4. Subheads
  5. 5. Summaries
  6. 6. Captions
  7. 7. Links
  8. 8. Bulleted Lists</li></ul>2009 © The Ocean Agency. All rights reserved.<br />
  9. 9. Bad Example<br />Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).<br />2009 © The Ocean Agency. All rights reserved.<br />
  10. 10. Good Example<br />In 1996, six of the most-visited places in Nebraska were:<br />Fort Robinson State Park<br />Scotts Bluff National Monument<br />Arbor Lodge State Historical Park & Museum<br />Carhenge<br />Stuhr Museum of the Prairie Pioneer<br />Buffalo Bill Ranch State Historical Park<br />2009 © The Ocean Agency. All rights reserved.<br />
  11. 11. Titles<br />1st two words are IMPORTANT<br /><ul><li>Not an SEO technique, it’s a CONTENT technique
  12. 12. Remember: Users are scanning for information; make it easy for them</li></ul>Passive voice is OK, as opposed to traditional writing<br />Use keywords here to help users find your information<br />Don’t go for catchy. Do go for informative<br />2009 © The Ocean Agency. All rights reserved.<br />
  13. 13. Subtitles<br />Use them to expand on the title<br />Elaborate on keywords<br />Use variations of keywords<br />2009 © The Ocean Agency. All rights reserved.<br />
  14. 14. Intro<br />Needs to explain WHAT and WHY the page is about<br />1st sentence: needs to have the keyword<br /><ul><li>Not for SEO but to HELP THE USER decide whether this is the page they are looking for</li></ul>Total should be about 3-4 sentences. <br /><ul><li>Keyword variations
  15. 15. Links</li></ul>2009 © The Ocean Agency. All rights reserved.<br />
  16. 16. Subheads<br />USE THEM!<br />Subheads break up the page<br />Google respects them because they’re good for the user<br />Use keywords; okay to duplicate, especially for geo-SEO<br />2009 © The Ocean Agency. All rights reserved.<br />
  17. 17. Bullet Lists<br />Use them, especially for Press Releases<br />Breaks up copy<br />Makes it easier to scan for the reader<br />2009 © The Ocean Agency. All rights reserved.<br />
  18. 18. Importance of Credibility<br />Quality graphics<br />Healthy quality outbound links (yes, to other sites that are valuable for the user)<br />Not as much marketese<br />Good, solid writing<br /><ul><li>Written for an audience
  19. 19. Edited and polished</li></ul>2009 © The Ocean Agency. All rights reserved.<br />

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