Everyone’s a publisher, but, not everyone knows how to write for the web. You will after this session. You’ll learn the basics of search engine optimization (SEO), how to write and format content that appeals to online readers, and how to avoid rookie online publishing mistakes.

1. 7/16/2015
1
2 types of online readers
DR1

2. 7/16/2015
2
Understand your online reader.

3. 7/16/2015
3
Content strategy resources
•Content Marketing Institute (@CMIcontent)
•Monica Bussolati (@bussolati), Kristina Halvorson
(@halvorson), Hilary Marsh (@hilarymarsh)
•Inbound marketing – Hubspot (@Hubspot), Dave
Martin (@davemartin_ERA)
•Copyblogger (@Copyblogger)

4. 7/16/2015
4

5. 7/16/2015
5

6. 7/16/2015
6

7. 7/16/2015
7
Simplify and shorten.

8. 7/16/2015
8
Save them time.
The best copy was written by Jane.
Jane wrote the best copy.

9. 7/16/2015
9

10. 7/16/2015
10
Use their language.
Never say “Click here.”

11. 7/16/2015
11
Add related
content.

12. 7/16/2015
12
Make boring
things
interesting.
Make it skimmable.

13. 7/16/2015
13
White space
Bold
subheaders
in larger
font
Subheader
messages, not
topics
Bullets:
parallel
construction
Short
paragraphs
Indent
quotes
Don’t
indent
paragraphs

14. 7/16/2015
14
Write to be found
by readers, not
Google.
More than 200 ranking
factors in Google’s
algorithm.
Answer their search.
Post frequently.
Write for mobile
readers.
3 years ago, we spent
22% of our digital hours
on mobile.
Today, that mobile time
has more than doubled
to 51%.
(http://www.kpcb.com/internet‐trends)

15. 7/16/2015
15
Title tag
55 characters
Meta tag
140 characters

16. 7/16/2015
16
Images – Alt Text tag
Internal links
Anchored text
(hypertext)
Authority:
incoming links

17. 7/16/2015
17
A picture is
worth a 1000
words.

18. 7/16/2015
18
I can’t believe we have time for this…
Focus on
the reader’s
experience on
your site (UX).

19. 7/16/2015
19

20. 7/16/2015
20
Creative Commons licensed image credits
Page 1: LG전자 https://www.flickr.com/photos/lge/5659918999/
Page 2: Jens Schott Knudsen https://www.flickr.com/photos/pamhule/4837491077 & Termininja
https://commons.wikimedia.org/wiki/File:Spiders_Diversity.jpg
Page 3: Randen Pederson https://www.flickr.com/photos/chefranden/3733074698
Page 4: Roland Tanglo https://www.flickr.com/photos/roland/54381130/ & John Fraissinet https://www.flickr.com/photos/jfraissi/3505502687
Page 5: National Cancer Institute https://commons.wikimedia.org/wiki/File:Staff_meeting_(2).jpg
Page 7: Kat N.L.M. https://www.flickr.com/photos/orangegreenblue/8900978630/
Page 8: Montse PB https://www.flickr.com/photos/montseprats/4532828734/
Page 9: Ben Ward https://www.flickr.com/photos/benward/5944909010/
Page 10: John Piekos https://www.flickr.com/photos/jpiekos/12418646745/
Page 14: Calamity Hane https://www.flickr.com/photos/calamity_hane/4006692597
Page 13: Daniel Horatio Agostini https://www.flickr.com/photos/dhammza/577671123/
Page 16: Hernan Pinera https://www.flickr.com/photos/hernanpc/6788702542/
Page 17: Kevin Dooley https://secure.flickr.com/photos/pagedooley/4659422431/
Page 18: Gavin Llewellyn https://www.flickr.com/photos/gavinjllewellyn/6826303487
Page 23: Scot Ableman https://www.flickr.com/photos/ableman/191420118/
Page 27: Rafiq Sarlie https://www.flickr.com/photos/rafiqs/14387927877/
Page 28: Robert Neff https://www.flickr.com/photos/5wa/14809069226
Page 34: Hernan Pinera https://www.flickr.com/photos/hernanpc/8977448894/
Page 36: Jseliger2 https://www.flickr.com/photos/91262622@N02/12677057645
Page 37: Marcello Maria Perongini https://www.flickr.com/photos/calavera/65098350/