Day 2: Workshop 3, 4 and 5 Web Writing | September 18

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Workshop #3: The Plan of Attack: Marketing and Communication on the Web …

Workshop #3: The Plan of Attack: Marketing and Communication on the Web
Sometimes, Web pages are developed and without considering the target clientele, the page’s central theme or the demand for this particular subject.
Unfortunately, we often find several ideas within a single Web page. This makes it difficult for both the reader and the robot to grasp the page’s main subject.
In this workshop, you will discover how to create an efficient plan of attack.

Workshop #4: Writing for the Web
The heart of Web page optimization is writing it. In this workshop, you will learn some relatively simple Search Engine Optimization (SEO) principles that will help you optimize your Web page’s central idea. These principles must not undermine text quality for the Internet user. Your target market must always be your main priority. A journalistic style is suitable for both robots and Internet users. Come and discover simple but efficient tips and, above all, exercises that will allow you to find mistakes and to correct them. This workshop will also provide you with the necessary tools to write powerful texts for the Web.

Workshop #5: Evaluation (Web Analytics)
In order to create a successful website, it’s important to follow up on the results. These tell you whether you are on the right path, whether a marketing initiative (SEM, e-mail campaign, etc.) worked, whether your visitors appreciate your website, whether robots are finding and indexing your contents … in a word, this follow-up will allow you to improve your website and measure the efficiency of your marketing initiatives in general. There are various performing and free tools to which you will be introduced during this workshop.

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  • 1. My Resource for Excellence. Get More Bytes for your Bucks! Workshop #3: The Plan of Attack 9:00am-10:00am, Friday, September 18th, 2009
  • 2. Plan - Targeting Audience Who are they? Age, gender, location, Copyright Thierry Arsenault income, situation, their habits, what they like, their influence, their beliefs, their physical + Examples of target audiences… virtual places, their print media, TV shows… Generation Z (Kids) 1995-2001 8-14 Generation Y 1981-1994 15-28 How many are there? Generation X 1965-1980 29-44 Number The younger Baby Boomers 1956-1965 45-53 Trends (Behavioural) The older Baby Boomers 1946-1956 54-63 Teachers Primary and High school What is your market share? Teachers Primary and High school using Internet in Class. Growth potential Teachers in Arts and Museology programs (college and university) …
  • 3. Plan - Objective Visibility • Conversion (call to action) Increase the visibility of your – Walk-in visits to the institution institution and products with your – Purchases from the virtual store target clients – Subscription to the electronic newsletter Copyright Thierry Arsenault – Use of online tools – Receive donation (fundraising) Market Penetration – Recruit volunteers Increase the number of new visitors – Receive artefact donations – Sell boutique souvenirs Customer Loyalty – Receive feedback – … Increase the number of repeat visits • … Build & maintain relationship Acquisition Costs Reduction of costs per visitor Reduction of costs per conversion
  • 4. Plan - Inventory of Keywords Is there a demand for the key phrases? Copyright Thierry Arsenault • Your key messages • Your content What is the trend for the key phrases? • Your wish list (potential) - Words searched on your site with no result
  • 5. Plan - Inventory of Keywords Keyword Strategy: Long-Tail Approach education adult education higher education online education university education distance education education resources ... Head words Long-tail word combinations - Popular - Less popular
  • 6. Plan - Inventory of Keywords Tool: Google Trends
  • 7. Plan - Inventory of Keywords Tool: Keyworddiscovery.com
  • 8. Plan - Inventory of Keywords Tool: Keyworddiscovery.com
  • 9. Plan - Inventory of Keywords Tool: Google Adwords/Keywords
  • 10. Plan - Inventory of Keywords Tool: MSN AdCenter Labs
  • 11. Plan - Inventory of Keywords Tool: Online Dictionary www.yourdictionary.com www.thesaurus.com www.thefreedictionary.com www.visualthesaurus.com
  • 12. Plan - Inventory of Keywords Tool: My Selection Table Copyright Thierry Arsenault
  • 13. My Resource for Excellence. Get More Bytes for your Bucks!
  • 14. My Resource for Excellence. Get More Bytes for your Bucks! Workshop #4: Writing for the Web 10:15am-2:45pm, Friday, September 18th, 2009
  • 15. Writing for the Web - Developing a Content Plan A B C D A content plan is prepared: A brainstorming exercise is Tools are used to identify the Pages are created in Each subject (key phrase) is conducted to find key phrases that need to be accordance with the basic divided to represent a Web alternatives for each of the optimized. principles of writing for page (mapping). key phrases. audiences and robots. Content Plan Writing Guide Copyright Thierry Arsenault • It is important: • to have these procedures clearly explained in a writing guide; • to offer support at the beginning; • to carry out random audits afterwards; • to communicate the success rate (ROI) to your contributors.
  • 16. Writing for the Web - Web User Reading Habit Short attention span Don’t like long text They scan text Back They look for specific key phrase/information that answer their needs (their search terms) They look for headlines They like short sentences …
  • 17. Writing for the Web - Writing Strategically - Is my text: Copyright Thierry Arsenault Adding value to my target audience? Achieving my goals and my target audience’s needs? Communicating a call to action? Passing the spelling and grammar check? Using journalistic style: Reverse pyramid (conclusion…details)? Using proper vocabulary and grammar (easy to understand – short sentences) Using proper style: Authentic, clear and concise, conversational (grade 8 level of education) Flowing well, clear and relevant Format and presentation (logical order, facilitate readability: bullets) paragraphs only convey one idea that supports the theme
  • 18. Writing for the Web - Writing Strategically - Is my text: Copyright Thierry Arsenault Focusing on the key phrase? Proximity (top +beginning), frequency, density, emphasis (bold, strong…) In the Title element In the Header (H1) element In the first phrase In the Meta description tag In the Meta keyword tag In the Alt text element (pictures are optimized)? Linking contextually and thematically to other pages’ internal links (link from)? Linking to quality, valuable and community information (external links)?
  • 19. Writing for the Web - Writing Strategically Copyright Thierry Arsenault - Does my text: Hold images that support my text? Use White space = eye relaxation? Contain between 250 and 500 words?
  • 20. Writing for the Web - Title element Top of browser window • 60 characters • Brand at the end of the title element except for the home page • Use either -, | or @ before Result page on Google the brand • Keyword / Page theme • A.I.D.A. Copyright Thierry Arsenault Source code <!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.01 Transitional//EN"> <html><!-- InstanceBegin template="/Templates/f_vmcPageLM.dwt" codeOutsideHTMLIsLocked="false" --> <head> <!-- InstanceBeginEditable name="doctitle" --> <title>@Boutiques du Mus&eacute;e virtuel du Canada - Magasinez dans les boutiques des mus&eacute;es canadiens</title> <!-- InstanceEndEditable -->
  • 21. Writing for the Web - Source code Domain name: Your phrase here.ca File name: Your phrase here.html or jpg… Directory: /Your phrase here/ Title element: <TITLE> …Your phrase here</TITLE> Hyperlink: <A HREF=“…” >…Your phrase here</A> Description element: <META NAME=“description” CONTENT =“…Your phrase here” Keyword element: <META NAME=“keywords” CONTENT =“Your phrase here” Image: IMG SRC=“…” ALT= “…Your phrase here” TITLE=“Your phrase here” Header element: <H1> …Your phrase here </H1> <H2>, <H3>… Emphasis: <STRONG> …Your phrase here </STRONG> *** Only when appropriate ***
  • 22. Writing for the Web - Density…2% Is Enough Phrase: Search engine optimization Frequency: 9 times and 12 times Total: 704 words Density: 2% Copyright Thierry Arsenault Source: www.marketleap.com
  • 23. Writing for the Web - Optimizing Images Title=image Alt attribute= name text when you Thematic text= mouse over the surrounding the image image Title attribute= text when you mouse over the image Caption=one or two lines of text under the picture
  • 24. Writing for the Web - Optimizing Images <a href=“your landing page where the image will link"><img src=“where the image is located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>
  • 25. Writing for the Web - Optimizing Images Optimizing Images • Link (<a href="landing page where the image will link">) – Meaningful landing page <a href=“your landing page where the image will link"><img src=“where the image is located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>
  • 26. Writing for the Web - Optimizing Images Optimizing Images • Link (<a href="landing page where the image will link">) – Meaningful landing page • <img src="where the image is located">) – Meaningful folder name <a href=“your landing page where the image will link"><img src=“where the image is located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>
  • 27. Writing for the Web - Optimizing Images Optimizing Images • Link (<a href="landing page where the image will link">) – Meaningful landing page • <img src="where the image is located">) – Meaningful folder name • <img width="xx" height="xx“> – Just have them! <a href=“your landing page where the image will link"><img src=“where the image is located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>
  • 28. Writing for the Web - Optimizing Images Optimizing Images • Link (<a href="landing page where the image will link">) – Meaningful landing page • <img src="where the image is located">) – Meaningful folder name • <img width="xx" height="xx“> – Just have them! Title attribute (<img title="your text“>) Title of the image Additional information / Description of the image Photo credit *short + descriptive + optimized <a href=“your landing page where the image will link"><img src=“where the image is located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>
  • 29. Writing for the Web - Optimizing Images Optimizing Images • Link (<a href="landing page where the image will link">) – Meaningful landing page • <img src="where the image is located">) – Meaningful folder name • <img width="xx" height="xx“> – Just have them! Title attribute (<img title="your text“>) Title of the image Additional information / Description of the image Photo credit *short + descriptive + optimized Alt attribute (<img alt="your text“>) <a href=“your landing page where the image will link"><img src=“where the image is located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>
  • 30. Writing for the Web - Optimizing Images Optimizing Images • Link (<a href="landing page where the • File name: Key-phrase in it image will link">) – Meaningful landing page • File extension – Jpg=picture, Gif=graphic • <img src="where the image is located">) • Caption under the picture – Meaningful folder name – Caption should have hyperlink • <img width="xx" height="xx“> • Thematic text: Surrounding the image – Just have them! – Proximity Title attribute (<img title="your text“>) • SEO content: Smart writing Title of the image – Support the page thematic Additional information/Description of the • Social tagging image Photo credit • Comments *short + descriptive + optimized • Enable Google Image Search (wm) Alt attribute (<img alt="your text“>) • Fast download time <a href=“your landing page where the image will link"><img src=“where the image is located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>
  • 31. Writing for the Web - Social Tagging and Comments Social tagging Comments
  • 32. My Resource for Excellence. Get More Bytes for your Bucks!
  • 33. My Resource for Excellence. Get More Bytes for your Bucks! Workshop #5: Evaluation (Web Analytics) 3:00pm-4:00pm, Friday, September 18th, 2009
  • 34. Web Analytics - Follow-up on Results To be taken into account at the very beginning of the website’s development Analyze robot visits separately from human visits Use cookies. Explain trends rather than figures (Graph) Limit the length of your report (Report = Action) Add distinct parameters to each of your marketing initiatives Try to measure your traditional initiatives PPC: Measure the impressions, clicks, CTR, CPC, quality, conversion rate, cost per conversion Your image: Get comments/posts on your domain name, your institution, your executives … RSS, alert… A-B Testing
  • 35. Web Analytics - Follow-up on Results Number of pages on your site intended for your target markets • Number of pages indexed by search engine Ranking analysis by key word and phrase Number of inbound links General statistics Visitors, visits, average length of visit, average number of pages visited, bounce rate… Organic visits by keyword and phrase (+ statistics on quality) Average number of visits per indexed page Number of visits per search engine Indexed pages factor on the total number of pages intended for target markets … …to better compare
  • 36. Web Analytics - Monitor Reputation
  • 37. Web Analytics - Monitor Reputation Twitter General Yahoo Pipes Plaxo
  • 38. My Resource for Excellence. Get More Bytes for your Bucks!