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Writing for the web
 

Writing for the web

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    Writing for the web Writing for the web Presentation Transcript

    • Writing for online
      • Most of your readers will not come to your site
      • Social media and search provide most referrals
      • Being talked about will get you traffic
      • Reading is different
        • 79% of people scan the web
        • 25% more slowly
      • I have made this letter longer than usual only because I have not had the time to make it shorter
      • Blaise Pascal, 17th century philosopher
      • Clear
      • Concise
      • Legible
      • Active - Man bites dog
      • Grammar, Spelling and Punctuation (Sp&g)
    •  
    • An end to click here
      • Links
      • Sources
      • Avoid news stories and link to useful stuff – analysis, explainers, Q&As, pic galleries etc
      • On external websites look beyond homepage to pages of specific relevance
      • Inline linking in news stories is OK when it ’ s to a primary source
    • Links
      • Never use a long word a short word will do
      • If it is possible to cut a word out, always cut it out
      • Never use the passive when you can use the active
      • Never us a foreign phrase, a scientific word or a jargon word if you can think of an everyday English equivalent
      • Politics and the English language, Orwell
    • Value added
      • Headlines, subheads
      • Standfirst aka blurb, sell, excerpt, write off
      • Short paragraphs
      • Visuals
      • Audio or video clips
      • Related links
    • Key elements
      • Subheadings: breaking an article every few paragraphs with subheadings
      • Bullet or number lists: offer a clear simple tool for your readers.
      • Indented quotes: users often look for direct quotes.
      • Hyperlinks: the conventional blue, underlined text screams ‘ click me ’ .
      • Highlighted words: this is a good way of highlighting key phrases or words in your piece
    • Wordpress tricks
      • Title
      • Permalink - you can style the title in Wordpress
      • Alt-tags – links and images
      • Sub heads to make it easier to read
      • Categories
      • Tags
      • 'Click here'
      • Don't cite
      • ( http:// www.don 't_expect_me_to_click.com)
      • Think about what you’re linking to
    • inverted pyramid
    • What would Google do?
      • Agree with your tutors!!!
      • A key piece of advice from Google on SEO is that the text needs to be accurate, spelled correctly and not written sloppily.
      • One of the key points of understanding SEO is the use of key words – the words or terms that a searcher would use to be able to find the story you are augmenting.
      • News stories are usually loaded with key words – who, what, where, when and how aka names, brand names, places are all very searchable and often stories which are about topics such as sport and crime are very easy to find.
    •  
      • Some SEO advice suggests that search engines look at the first 500 words of a story while others reduce this figure to 200 words.
      • This is sometimes used by magazine and newpaper sites to spread a longer story across a number of pages, each with a unique standfirst and headline which means it will be more visibile within search.
      • As with anything else within SEO for journalists, the copy needs to be written for the searcher and not the algorithm.
      • Online POKER marketing could spell the NAKED end of VIAGRA journalism as we LOHAN know it
      • http://bit.ly/brookerseo
      • Clever headlines of the kind used by tabloid newspapers are not searchable
      • Search engines and RSS cut headlines – some experts say this needs to be LESS than 60 characters. But the best advice is around 10 words
        • This is what sixty characters looks like, it is actually a lot!
      • Don't use any puncutation apart from | or -
      • Super Cally Go Ballistic, Celtic are atrocious
    •  
    •  
    • A headline that wouldn't work
      • Zip me up before you go go
      • Up Yours, Delors
      • Your Country Needs Roo