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