Writing for web
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  • • A headline and (optional) sub-headline• A brief description of the offer/CTA• At least one supporting image• (Optional) supporting elements such as testimonials or security badges• And most importantly, a form to capture informatio
  • http://takeadvantageoffacebook.com/make-money-on-facebook/wp-content/uploads/2009/12/landingpage2.jpg
  • http://www.cdfnetworks.com/images/lp1.jpghttp://unbounce.com/photos/webtrends-th.jpghttp://unbounce.com/landing-page-examples/your-landing-page-sucks/http://www.rosekennedygreenway.org/donate/http://www.optical4less.com/http://unbounce.com/photos/webtrends.gif
  • Off-page search engine optimization (SEO) is the most important factor to increasing your ranking results. Off-Page SEO is about building inbound links, essentially getting other quality websites to link back to you.
  • ) Anchor Text: This this the textual representation of your hyperlink. For example the anchor text for this link is "this link," and the hyperlink is "http://www.hubspot.com." Anchor text is important because most major search engines use it to determine what keywords are relevant to a page. For example, if you want to rank for the term "Orange Widgets," then you should try to get as many links as you can with "Orange Widgets" as the anchor text. 
  • Pick a primary keyword for each page and focus on optimizing that page for that word. If you oversaturate a page with too many keywords on one page, the page will lose its importance and authority because search engines won’t have a clear idea of what the page is about. This is very common on homepages in particular, where too many keywords are used.
  • While this may be the least sexiest component of SEO, it is a definite must-have. A Meta Tag is a line of code that is contained in the background of a web page. Search engines look at meta tags to learn more about what the page is about.Meta tags don’t quite have the level of SEO importance as they use to but are still very important
  • http://www.lonelyplanet.com/usa/rocky-mountains/boulder/things-to-do
  • Proper use of colors: Use the right colors for your audience and to draw attention to select elements. Don’t try to make everything jump out. The result will be just the opposite – nothing will stand out. Avoid a chaotic mix of colors on your website and instead pick two to four colors for your template and marketing materials.• Animations, gadgets and media: Avoid anything unnecessary. Using Flash animations because they look cool is the wrong strategy. In most cases it’s best not to use animated background or background music. Only use media and animations to help support content and information.

Writing for web Writing for web Presentation Transcript

  • Class 6:Writing for Web
  • Landing Pages
  • Who does it better?
    B
    A
  • Landing Page Components
    • A headline and (optional) sub-headline
    • A brief description of the offer/CTA
    • At least one supporting image
    • Supporting elements such as testimonials or security badges (Optional)
    • And most importantly, a form to capture information
  • What makes an effective landing page?
  • Guidelines for Forms
    Landing Page
  • Bad Landing Page
    Why?
  • Case Study:
  • Landing Page Roulette
  • 2
    1
    3
    4
    5
  • Search Engine Optimization
  • Eye Tracking
  • Authority
    and
    Relevance
  • Authority
    Inbound links
  • Authority
    How to get inbound links
    • Create high-quality, educational or entertaining content. If people like your content, they will naturally want to link to it.
    • Submit your website to online directories (check out this list here). This is an easy way to start.
    • Write guest posts for other blogs. This is a win-win for both parties. People will want extra (quality) content from others and in exchange, it’s a great way to build inbound links.
    • And don’t borrow, beg, barter, bribe or buy links
  • Authority
    Anchor text
    UrkoDorronsoro
  • Relevance
    Keywords
    www.nogginbox.co.uk
  • Relevance
    Where to include keywords to up relevancy:
    • Headline and sub-headline. These areas of content have greater weight to search engines.
    • Body content: Include them, but don't use them out of context, make sure they are relevant with the rest of your content.
    • Include keywords in the file name of images (e.g. mykeyword.jpg) or use them in the ALT tag.
    • Include the keywords in the page URL and keep the URL clean.
  • Relevance
    All of that being said: write for humans first, search engines second. Always prepare your content for your audience and then look to optimize it for search.
    Sebastianlund
  • Relevance
    Meta Tags and Descriptions
  • Relevance
    <title>Sunderland Athletic Store</title
    <meta name="Description" content=“Sports equipment and gear for all athletes. Specializing in running, soccer, football and tennis.”>
    <meta name="keywords" content=”sports, gear, uniforms, equiptment, running”>
  • http://pitchfork.com/features/grime-dubstep/
    http://dubstepfriday.com/
  • Http://twitter.com/erinsundee
    http://supportunitedway.org
    http://speakunited.org
  • Style
  • Questions to ask yourself
    Will people know what I do within seconds?
    Will they understand what page they're on and what it's about?
    Will they know what to do next?
    Why should they buy/subscribe/download from this site instead of from someone else
  • Web vs. Print
  • Web writing best practice: Short
    SHORT (but effective)
    Guidelines
    Headlines: 5 words or less
    Sentences: Ten words or less
    Body text: 40 to 70 words
    Bullets and sub headers
  • In ultrices ullamcorper auctor. In hac habitasse platea dictumst. Nulla vitae ante nec justo lacinia blandit. Vestibulum interdum, dolor eget porttitor gravida, augue lectus feugiat metus, ac rutrum metus diam sit amet lectus. Duis tellus tellus, ornare sit amet suscipit ac, amet White Space: Often, less is more. rhoncus et at felis. Vivamus malesuada mauris a massa convallis placerat. Maecenas tellus elit, dapibus non tristique non, eleifend id mauris. Nulla et sapien erat, in lacinia ligula. In tellus augue, varius pharetra feugiat sit amet, ornare a dolor. Integer pharetra cursus nulla, eu cursus eros cursus id. Proin volutpat, mauris sit amet tempor congue, nulla purus feugiat justo, gravida placerat nibh arcu.
  • White Space: Often, less is more.
  • Web writing best practice: Make it actionable
    Actionable
  • Web writing best practice: Clear Hierarchy
    Hierarchy of information
    What makes content
    stand out?
    Heading 1
    Heading 2
    Heading 3
    Heading 4
    Size
    Color
    Contrast
    Shape
    Position
    Whitespace
  • Web writing best practice: Clear Hierarchy
    Headlines, sub headlines and bullets
    Headline: The most important
    Subheadline: A step down
    Bullets:
    • Look at this good point!
    • And this one! It’s awesome.
    • Here’s another. Isn’t this site smart?
  • Web writing best practice: Good Links
    Link rules
    Don’t waste time on “click here”
    Links should be search engine friendly
    Action should be clear
  • Web writing best practice: Scanable
    Scanable
    users spend 4.4 seconds for every extra 100 words on a page
  • Web writing best practice: Make it Accessible
    Accessible
    According to the U.S. Department of Education's National Assessment of Adult Literacy, 43% of the U.S. population has low literacy.
    Based on the available information about Internet participation at different education levels, experts estimate that 40% of Web users have low literacy.
  • Web writing best practice: Clarity
    Avoid Gobbledygook
  • Web writing best practice: Shareable
    Shareable
    http://www.youtube.com/watch?v=6gmP4nk0EOE
  • usability
  • Assignment
    Create a website homepage, subpage or landing page. Please also submit a list of keywords.
    Graded on SEO, strength of writing, grammar and usability.
    BLOG! ( 9 blogs total 8 weeks left)
  • Best and Worst Practices
  • PPC
  • What makes something relevant?
    It matches what you’re searching for
    Low search volume
    High competition
    High search volume
    High competition
    Low search volume
    Low competition
    High search volume
    Low competition
  • Finding good keywords
    https://adwords.google.com/select/KeywordToolExternal
  • Google Adwords (Paid Search SEM)
    Launched in 2000
    22.9 Billion in Revenue
  • Finding good keywords
    https://adwords.google.com/select/KeywordToolExternal
  • Negative keywords
    Party Balloons NOT weather ballons
    Competition key words
    (sparingly)
    Bank of America vs Citizens Bank
  • Google Ads
    Headline (25 char)
    Description 1 (35 char)
    Description 2 (35 char)
    Display Url
    Destination URL