If people don ’t see your cont, they will not interact with it How do you communication, not necessarily what. Make things for people. 2. Those people aren ’t you. all websites rely on text and font to convey their message to readers. 2/3 to 90% of design
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
It is more than engage audiences, it also helps with SEO> Outside of site content. More pressure on communicators to know how to connect their content
Talk like your readers. Brains are on autopilot when searching. They are critical info seekers, they use it for communication and socialization. Research shows that students google. . Small Vocabulary. Rely on keywords given to them by instructors and keywords. Don ’t do second searches using other keywords. Will go to another search engine and will avoid the library and books and journals. Minimize search time Top results means that they are effective Trends: hot trends, search queries, updated hourly :seeing what people are looking for…. Type in blog topic or post idea. Insight: list top searches related to your term. Social media. Adwords: understand the volume of keywords and related terms. Spelling, volume, see what people are interested in. Understanding users, tags… MUST LOGIN AND HAVE A WEBSITE, WHEN PEOPLE SEARCH FOR A TOPIC DEPENDING UPON THEIR LOCATION, YOUR AD WILL APPEAR OFF TO THE SIDE. PAY WHEN PEOPLE CLICK ON YOUR SITE.
Topic Specific… Search bar. Intent = browse vs. search Google. Overwhelmed. Scan for interests because there is too much info on screens. Default to their biases. Addressing credibility . Site design ranks top and information design is a close second. Reputation: quality and cognitive authority Assess credibility 2-3 seconds. People will spend 25-30 seconds on a homepage. Only evaluate info source if the info is crucial… direct profound effect on them. only 47 seconds on secondary pages, according Nielson Norman Group
http://www.detnews.com/article/20090409/SCHOOLS/904090410/DPS+to+cut+600++close+23+schools Site design On the web people move quickly so we have to adapt to their behavior. that we generally read 25 percent more slowly on the screen. White space
Implications of the F Pattern: Users won't read your text thoroughly in a word-by-word manner. The first two paragraphs must state the most important information. Start subheads, paragraphs, and bullet points with information-carrying words If you need to say something, you absolutely must say it at the top, because… Users aren ’t going to read each and every word on the page. In fact, most readers won’t really even bother reading the excerpt of an article. Anything past a headline is probably only going to be there for SEO purposes. Images and Headlines are only reliable if they are interesting and engaging.
Front-laod headlines Don ’t read entire sentence
Google pays attention to first 60 characters.
Antonenko Niederhauser 2010, Searching. Suffering for info overload. Should not have to figure out what they story is about. Ledes orient and prepare the reader. Positive effects on learning and reduces cognitive load.Organizers of information.
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
Jakob Nielsen, a Web usability researcher. I read more quickly on the screen and edit out about 40 percent of what appears before my eyes. If you haven ’t told me what you want by line four of your e-mail, trust me, I didn’t get the message.
Users decide whether to read with what is above the fold. Many skip photo unless of info value. No real info below the fold. Story tools are below the fold. Cropped, one face and smiles (no excessively detailed- desert vs inside of restaurant), high quality Subconsciously, people will skip the items they aren ’t looking for and this often includes pictures that might look like glossy advertisements. Pictures can often become an obstacle course to the information a user is seeking,
If it does work. Too bad. Ads :10 and inform them how long. Put above the fold Text, Photos, and Video. Hate talking head video. Useful for background for interested parties. keep it short. Typically, Web videos should be less than a minute long. avoid using video if the content doesn't take advantage of the medium's dynamic nature
Live to serve your reader. This is the definition of quality. Matt Thompson. Synthesis: “The combining of the constituent elements of separate material or abstract entities into a single or unified entity.” Aggregation: “A group or mass of distinct or varied things, persons, etc. Collection into an unorganized whole.” Everyone suffers from info overload, but what are you doing to help rather than hurting the info overload problem. Newshole cant be filled
Information writing seo
Help People “See” Serena Carpenter http://serenacarpenter.com @drcarp
Search Engine Optimization (SEO) Optimizinga website for search engines so people can find your content 25/75 rule or 20/80 rule On-page elements and marketing/social media
25% of SEO (page) (Hubspot)Page TitleHeadingsPage text BoldFirst few sentences First few words (50-100, but hopefully even sooner) of a pages text content.
25% of SEO = (code) Meta tags http://www.public.asu.edu/~smwester/shannawester URL • Alt text on images/video (img file name & alt tags)
Attach text to multimedia/animation •Search engines can’t read text in images, Flash, video • Need description tag
75% of SEO = Marketing(Hubspot) Social media can help brand’s overall search presence Recommendation from friends “I know Mike Smith.” “Mike Smith is a marketing expert.” Links to your site are online recommendations Use social media and comments to encourage people link to you
SEO Tips Use the language of your customer/reader SEO multimedia Provide the most relevant, useful info Share (and gain links)
Finding Keywords Google Trends Google Insights for Search
Make it easy to scan Clean hands prevent infections. • Clean hands prevent infections Keeping hands clean prevents illness at home, at school, and at work. Hand and illness. hygiene practices are key prevention tools in healthcare settings, in daycare facilities, in schools and public • Wash hands before: institutions, and for the safety of our • Preparing food. food. Handwashing can prevent infection and illness from spreading from family member to family member and, sometimes, throughout • Wash hands after: a community. The basic rule is to • Changing diapers. wash hands before preparing food and after handling uncooked meat and • Handling uncooked meat and poultry, before eating, after changing diapers, after coughing, sneezing, or poultry. blowing ones nose into a tissue, after • Coughing, sneezing, or using the bathroom, and after touching animals or anything in the blowing ones nose into a animals environment. tissue. • Using the bathroom. • Touching animals.
Make it easy to scan Clean hands prevent infections. • Clean hands prevent Keeping hands clean prevents illness at home, at school, and at work. Hand infections and illness. hygiene practices are key prevention tools in healthcare settings, in daycare facilities, in schools and public • Wash hands before: institutions, and for the safety of our • Preparing food. food. Handwashing can prevent infection and illness from spreading from family member to family member and, sometimes, throughout • Wash hands after: a community. The basic rule is to • Changing diapers wash hands before preparing food and after handling uncooked meat and • Handling uncooked meat and poultry, before eating, after changing diapers, after coughing, sneezing, or poultry. blowing ones nose into a tissue, after • Coughing, sneezing, or using the bathroom, and after touching animals or anything in the blowing ones nose into a animals environment. tissue. • Using the bathroom. • Touching animals.
Structure Shorter articles 300-400 words 600-800 words Short sentences Subject-Verb-Object One idea per sentence (which, and) Two sentences or eliminate words Broadcast & print Single-spaced One space between paragraphs
Text Formatting Paragraph chunks 1 – 3 sentences Don’t indent Subheadings If text exceeds 300 words or more Pull quotes Lists
Write concise• Go back and edit • Don’t start with “There are/is” • Delete “very” • Delete “of the” • Delete “always” “existing” • Just “to” and not “if you want to” or “in order to”• ACTIVE voice – Home prices fall. Home prices crash.• Periods and commas inside quotation marks• No punctuation in headlines
Lists Providing a Service Contact info Stats Background Information History Instructions
Linking1 – 2 words Text around link should be descriptive Link with purpose Link outbound No “click here” or full URLs
Quality1. Are we making our community feel better- informed or merely distracted?2. Are we synthesizing information, or merely aggregating it?3. How are we serving those who know [nothing | a lot] about the topic?4. How are we helping with info overload?