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How To Write For The Web
 

How To Write For The Web

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    How To Write For The Web How To Write For The Web Presentation Transcript

    • How to Write for the Web
    • Readers Scan Web Copy
      Readers are scanning for information
      Web writing recognizes this audience has a different set of priorities
      Good web content communicates to the reader, NOT to the search engines
      2009 © The Ocean Agency. All rights reserved.
    • F-Pattern
      Readers scan Web pages in an F-Pattern
      Many read only the 1st two words in a paragraph
      Order of scan:
      • Title/Subtitle
      • Subheads
      • Summaries
      • Captions
      • Links
      • Bulleted Lists
      2009 © The Ocean Agency. All rights reserved.
    • Bad Example
      Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).
      2009 © The Ocean Agency. All rights reserved.
    • Good Example
      In 1996, six of the most-visited places in Nebraska were:
      Fort Robinson State Park
      Scotts Bluff National Monument
      Arbor Lodge State Historical Park & Museum
      Carhenge
      Stuhr Museum of the Prairie Pioneer
      Buffalo Bill Ranch State Historical Park
      2009 © The Ocean Agency. All rights reserved.
    • Titles
      1st two words are IMPORTANT
      • Not an SEO technique, it’s a CONTENT technique
      • Remember: Users are scanning for information; make it easy for them
      Passive voice is OK, as opposed to traditional writing
      Use keywords here to help users find your information
      Don’t go for catchy. Do go for informative
      2009 © The Ocean Agency. All rights reserved.
    • Subtitles
      Use them to expand on the title
      Elaborate on keywords
      Use variations of keywords
      2009 © The Ocean Agency. All rights reserved.
    • Intro
      Needs to explain WHAT and WHY the page is about
      1st sentence: needs to have the keyword
      • Not for SEO but to HELP THE USER decide whether this is the page they are looking for
      Total should be about 3-4 sentences.
      • Keyword variations
      • Links
      2009 © The Ocean Agency. All rights reserved.
    • Subheads
      USE THEM!
      Subheads break up the page
      Google respects them because they’re good for the user
      Use keywords; okay to duplicate, especially for geo-SEO
      2009 © The Ocean Agency. All rights reserved.
    • Bullet Lists
      Use them, especially for Press Releases
      Breaks up copy
      Makes it easier to scan for the reader
      2009 © The Ocean Agency. All rights reserved.
    • Importance of Credibility
      Quality graphics
      Healthy quality outbound links (yes, to other sites that are valuable for the user)
      Not as much marketese
      Good, solid writing
      • Written for an audience
      • Edited and polished
      2009 © The Ocean Agency. All rights reserved.