Writing & SEO


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  • Lead must be compelling Scan for interests because there is too much info on screens. Default to their biases. Under experimental conditions.
  • Studies have found that the more words you add to a web page the less time people spend reading it . ne study found that users only spend about 4.4 seconds on a page for every 100 words of content. Links are how you add depth.
  • Lg. blocks of text are your enemy. impossible to quickly draw out the key points from a long paragraph, Visual communication beyond visuals Ea pg conveys a single idea Must not repeat Use pull quotes to draw people in, but also give people a break
  • Vary up your content.. Chunking up content, however remember it better. Visual vs verbal learners
  • Swine flu vaccine
  • First 10 results in health comm literature.. Default in google is 10.
  • 1 week period -87 million searches -58% saw a universal result 95%of those online search According to Nielsen/NetRatings, there are 157 million active Internet users in the U.S., and 127 million of them are active search engine users. 73% of americans go online nearly 50% of those online have been to video sharing sites us Google 62.9% (down 0.1% from August) Yahoo 20.2% (up 0.6%) AOL 4.1% (down 0.2%) Microsoft 8.5% (up 0.2%) Ask 4.3% (down 0.5%) the top engines account for over 94% of all search volume in the US. Since June 2006, Google (www.google.com) has increased its share from 59.3% to 60.2%, Yahoo! Search (search.yahoo.com) has increased from 22.0% to 22.5% and MSN Search (search.msn.com) has decreased slightly from 12.1% to 11.8%. Jupiter research http://www.iprospect.com/about/researchstudy_2007_offlinechannelinfluence.htm http://www.iprospect.com/premiumPDFs/researchstudy_2007_offlinechannelinfluence.pdf http://www.pewinternet.org/pdfs/PIP_Search_Aug08.pdf
  • don’t write about shoes when you sell boots.
  • Why can’t you find it by searching? -poorly technically architected -link dilution and lack of links (both internal and external) In this case, the videos videos show up in search results because just not optimized (“coke sues” are common titles” and videos do show up for that search, but that isn’t the likely search query) -talk briefly about how to optimize youtube videos for search (have slide on this) Or just say that it’s important and work with search team to do it --all youtube videos are randomly submitted with bad titles, descriptions ,etc. http://www.youtube.com/watch?v=YS7qO8O5jLs&feature=related Once the ranking issue is fixed, and they can find the URLs, here are the reason the actual results are so poor: No HTML. Lots of tech issues. Involve the seo team early so they can help you build the media asset right the first time
  • Outside of site content. More pressure on communicators to know how to connect their content
  • Writing & SEO

    1. 1. <ul><li>Content that Connects: </li></ul><ul><li>Online Writing and SEO </li></ul><ul><li>http://serenacarpenter.com </li></ul><ul><li>http://scarpenter.asu.edu/wordpress </li></ul>
    2. 2. Poynter Eyetrack Research <ul><li>2003 </li></ul><ul><ul><li>Difficult to read on screen, so they read less </li></ul></ul><ul><ul><li>Scan for interests </li></ul></ul><ul><ul><li>Text, then photos, then graphics </li></ul></ul><ul><ul><ul><li>75% read all of text (online) vs. 20-25% (print) </li></ul></ul></ul><ul><li>2007 </li></ul><ul><ul><li>77% of online text read and 63% finish </li></ul></ul><ul><ul><li>Maps & graphics (88%) </li></ul></ul>
    3. 3. Structure <ul><li>Shorter stories </li></ul><ul><ul><li>300-400 words </li></ul></ul><ul><ul><li>600-800 words </li></ul></ul><ul><li>Short sentences </li></ul><ul><ul><li>Subject-Verb-Object </li></ul></ul><ul><ul><li>One idea per sentence (which, and) </li></ul></ul><ul><ul><ul><li>Two sentences or eliminate words </li></ul></ul></ul><ul><ul><li>A combo of broadcast & print </li></ul></ul><ul><li>Single-spaced </li></ul><ul><li>Spaces between paragraphs </li></ul><ul><ul><li>http://www.venturacountystar.com/news/2008/mar/13/oaks-christian-asked-to-find-new-league/ </li></ul></ul>
    4. 4. Text Formatting <ul><li>Paragraph chunks (1 – 3 sentences, no more than 5) </li></ul><ul><ul><li>Don’t indent </li></ul></ul><ul><li>Headings within text (boldface) </li></ul><ul><ul><li>Informational, not clever subheadings </li></ul></ul><ul><ul><ul><li>If text exceeds 300 words or more </li></ul></ul></ul><ul><li>Pull quotes </li></ul><ul><ul><li>Make your article as 'scannable' as possible </li></ul></ul><ul><ul><li>http://cronkitezine.asu.edu/spring2008/hats.html </li></ul></ul><ul><li>Lists </li></ul><ul><ul><li>Keep short </li></ul></ul><ul><ul><li>http://www.denverpost.com/ci_4872351 </li></ul></ul>
    5. 5. Photos <ul><li>Use your own photos </li></ul><ul><li>Avoid mug shots </li></ul><ul><li>Close-ups better </li></ul><ul><li>Add info value or draw reader in </li></ul>
    6. 6. Graphics <ul><li>Maps </li></ul><ul><ul><li>http://cronkitezine.asu.edu/specialprojects/economy/housing.html </li></ul></ul><ul><li>Excel </li></ul><ul><ul><li>Bar chart or pie chart </li></ul></ul><ul><ul><li>http://msujrn.com/meridian/schools/technology/technology.html </li></ul></ul><ul><li>Users understand better and faster when information is presented visually </li></ul>
    7. 7. Lists <ul><li>Providing a Service </li></ul><ul><ul><li>Contact info </li></ul></ul><ul><li>Stats </li></ul><ul><li>Background Information </li></ul><ul><ul><li>History </li></ul></ul><ul><li>Instructions </li></ul>
    8. 8. Video <ul><li>Is it justified? </li></ul><ul><li>Does it enhance or complement the story? Should not be redundant. </li></ul>
    9. 9. Linking <ul><li>1 – 2 words </li></ul><ul><li>Clickworthy - Link with purpose </li></ul><ul><ul><li>Lose their trust </li></ul></ul><ul><li>Link outbound </li></ul><ul><ul><li>NBC’s Chicago affiliate begins to act as guide, rather a TV station </li></ul></ul><ul><ul><li>http://www.nytimes.com/2007/09/27/world/middleeast/27contractor.html?_r=1&hp&oref=slogin </li></ul></ul><ul><li>No “click here” or full URLs </li></ul>
    10. 10. Searchable Headlines <ul><li>Don't use puns, metaphors or wordplay </li></ul><ul><li>Google pays greatest attention to the first 60 characters </li></ul><ul><ul><li>Many RSS feeds cut the headline off after 60 </li></ul></ul><ul><ul><li>AP – 40 characters </li></ul></ul><ul><ul><li>Unique, urgent, short, rewarding (copyblogger.com) </li></ul></ul><ul><ul><li>www.cnn.com </li></ul></ul>
    11. 11. Headline: Good or Bad?
    12. 12. Summary Deck <ul><li>Major online stories must be accompanied by a headline and summary deck </li></ul><ul><li>Brief summary under headline </li></ul><ul><ul><li>After the headline this paragraph can be the next section of text search engines read, so include keywords. </li></ul></ul><ul><ul><li>http://www.roanoke.com/news/breaking/wb/113294 </li></ul></ul><ul><ul><li>http://www.cnn.com/2009/HEALTH/02/02/kroger.recall.salmonella/index.html </li></ul></ul>
    13. 13. Give up Control <ul><li>Link to original documents </li></ul><ul><ul><li>http://www.edweek.org/login.html?source=http%3A%2F%2Fjournalist.org%2Fawards%2Farchives%2F000773.php&destination=http%3A%2F%2Fwww.edweek.org%2Few%2Farticles%2F2007%2F06%2F28%2F43scotusmain_web.h26.html&levelId=2100&baddebt=false </li></ul></ul><ul><li>Direct email address </li></ul><ul><ul><li>Serena.Carpenter [at] asu.edu </li></ul></ul><ul><li>Rethinking the idea of package </li></ul><ul><ul><li>Collaborate with others (photographers, videographers, design, web) </li></ul></ul><ul><ul><li>http://www.nytimes.com/indexes/2007/04/16/ </li></ul></ul>
    14. 14. <ul><li>What is SEO? </li></ul>
    15. 15. Search Engine Optimization (SEO) <ul><li>Optimizing a Web site for search engines so people can find your content </li></ul><ul><li>Google dominates </li></ul><ul><li>25/75 rule or 20/80 rule </li></ul><ul><ul><li>On-page elements and marketing </li></ul></ul>
    16. 16. Everybody Searches!
    17. 17. Speaking the Language of Your Customer
    18. 18. 25% of SEO (page) (Hubspot) <ul><li>Page Title </li></ul><ul><li>Headings </li></ul><ul><li>Page text </li></ul><ul><li>Bold </li></ul><ul><li>First few sentences </li></ul>First few words (50-100, but hopefully even sooner) of a page's text content.
    19. 19. 25% of SEO = (code) <ul><li>Meta tags </li></ul><ul><ul><li>http://www.public.asu.edu/~jjcooper/journ/index.html </li></ul></ul><ul><li>URLs </li></ul><ul><ul><li>Alt text on images/video (img file name & alt tags) </li></ul></ul>
    20. 20. Attach text to multimedia/animation <ul><li>No HTML </li></ul><ul><li>Search engines can’t read text in images, Flash, video </li></ul><ul><li>Need description tag </li></ul>
    21. 21. 75% of SEO = Marketing (Hubspot) <ul><li>Social media can help your brand’s overall search presence </li></ul><ul><li>Recommendation from friends </li></ul><ul><ul><li>“ I know Mike Smith.” </li></ul></ul><ul><ul><li>“ Mike Smith is a marketing expert.” </li></ul></ul><ul><li>Links to your site are online recommendations </li></ul><ul><li>Use social media and comments to encourage people link to you </li></ul>
    22. 22. SEO Tips <ul><li>Use the language of your customer/reader </li></ul><ul><li>Make sure your text is extractable </li></ul><ul><ul><li>Thoughtful use of multimedia (Flash, JavaScript, video) </li></ul></ul><ul><li>Provide the most relevant, useful info </li></ul><ul><li>Spread awareness (and gain links) </li></ul>
    23. 23. Blog Questions <ul><li>Need blog URL if u have not sent it </li></ul><ul><li>Use Full Name Serena Carpenter </li></ul><ul><li>In email, full comment and link. </li></ul>
    24. 24. Final Project <ul><li>http://cronkitezine.asu.edu/spring2009/index.html </li></ul>
    25. 25. <ul><li>300-800 words </li></ul><ul><li>Suggest one pull quote at a minimum </li></ul><ul><ul><li>Info box and video sidebar </li></ul></ul><ul><li>Bold words you plan to link. In the order of the links, place their corresponding URLS at the end of your story </li></ul><ul><li>Headline, subheads, and summary deck </li></ul><ul><li>Keep in mind story needs video & text </li></ul>
    26. 26. 1. Caroline Monique Adam 2. Zach Dan Julia 4. Hyatt Danee Jake 3. Jackie Sheila Lindsay 5. Shannon April Patrick 6. Dayne Lacee Mallory
    27. 27. Thursday <ul><li>Lecture: 1) promoting your blog, 2) e-branding and 3) using social media </li></ul><ul><li>Second blog post and 2 comment are due </li></ul><ul><li>9.17 Please bring your hard drives </li></ul>
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