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Scannable content

Learn how to create scannable content

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Scannable content

  1. 1. Scannable Content Turn your readers into speedreaders
  2. 2. I’m Jamar Ramos ▹ Creative Writing degree from SFSU ▹ In-house & agency SEO/Social Media/Content marketing experience ▹ Chief Operations Officer of Crunchy Links 2
  3. 3. The Rundown 1. Importance 1. Ingredients a. Titles b. Subtitles c. Lists d. Jump links e. Abstracts 3
  4. 4. Importance 4
  5. 5. There are over 1.5 BILLION websites on the internet Each website hosts multiple landing pages, blogs, & other content 5 There are HOW MANY websites?!?
  6. 6. People don’t have time to read every word When done well, scannable content: ▹ Helps readers quickly find key information within a larger piece ▹ Helps readers quickly identify areas of a longer piece they’ll likely read later 6 Scannable content gives readers a treasure map
  7. 7. Ingredients 7
  8. 8. 1. Titles 8
  9. 9. 9 Titles are the first things readers see Search Engine Results Page Website
  10. 10. ▹ “How much does it cost to start a barbershop business?” ▸ First paragraph of the content answers the title’s query 10 Scannable titles should summarize your content
  11. 11. 11 Examples
  12. 12. ▹ X tips/ideas/things to do/ways to/steps to/best/top 12 Listicles
  13. 13. ▹ “How much does it cost to start a barbershop business?” ▹ “How do I change the oil in my car?” 13 Question/Instruction
  14. 14. 2. Subtitles 14
  15. 15. ▹ Break up long-form content into easy-to-skim sections ▹ Give readers a preview of each section’s subject 15 Why are subtitles important?
  16. 16. ▹ Add long-tail keywords into your content 16 Why are subtitles important? (Con’t)
  17. 17. 17 Wait...long-tail keywords?!?
  18. 18. ▹ Queries containing 3+ words 18 Yes, long-tail keywords!
  19. 19. ▹ The more specific the search term, the higher the chance of a reader taking an action ▸ Donuts - Just searching ▸ Chocolate donuts - I know what I want, just not where to get them ▸ Chocolate donuts near me - Ready to purchase 19 Long-tail keywords have high search intent
  20. 20. Long-tail keywords can boost content visibility ▹ Help your content potentially receive a Featured Snippet 20
  21. 21. Long tail keywords can boost content visibility (Con’t) ▹ Help your content potentially receive a People Also Ask feature 21
  22. 22. 3. Lists 22
  23. 23. ▹ Draw attention ▹ Support scanning ▹ Truncate text use 23 Why use lists?
  24. 24. 24 Examples
  25. 25. ▹ List out ingredients 25 Recipes
  26. 26. ▹ List out the steps to complete a project 26 How-tos
  27. 27. ▹ Metadata includes the steps for easy scanning and increased click- through potential 27 How-tos (Con’t)
  28. 28. 4. Jump links 28
  29. 29. ▹ Provide a quick internal link on a long-form blog post ▹ You can add jumps links: ▸ At the beginning of a piece ▸ After the intro 29 Why are jump links important?
  30. 30. 30 Examples
  31. 31. ▹ Give time stamps for different topics/information 31 On-site podcasts and videos
  32. 32. 5. Abstracts 32
  33. 33. 33 What is an abstract? ▹ Describes a larger work of deep, scholarly research ▹ There are 5 main components
  34. 34. Studies have been conducted on strategies for teaching low-level readers and improving their reading and literacy skills (Smith, 2009; Miller, 2007) 34 Component #1 - Introduction ▹ Gives background on the research topic
  35. 35. However, these studies conclude that additional reading time is the best way to increase a student’s reading level. In additional studies focusing on the middle school reading and Language Arts classroom (Harim, 2000; Lossen, 2001), teachers note that encouraging reluctant readers to read more-both in the classroom and outside of the classroom-is a common challenge faced by educators. 35 Component #2 - Research significance ▹ Answers the question: “why conduct the research?”
  36. 36. Therefore, to ascertain strategies for encouraging reluctant readers to read more, thereby increasing their reading levels, we surveyed 200 low-level readers in an urban public-school district to determine what strategies would provide impetus for them to read more and for longer periods 36 Component #3 - Methodology ▹ How was the research conducted?
  37. 37. The results of the survey concluded that finding material that connects with the readers’ lives is the best strategy teachers can have for encouraging reluctant readers in the classroom 37 Component #4 - Results ▹ What did the research find?
  38. 38. We then provide strategies for middle school teachers in finding reading material that has a greater connection with, and impact on, students’ daily lives. 38 Component #5 - Conclusion ▹ What is the research contributing?
  39. 39. 39 Examples
  40. 40. 40 ▹ Intro ▸ “A journey across the stars always sounds fun, but even more so when you haven’t seen the sun in weeks” Enhance your video posts
  41. 41. 41 ▹ Significance ▸ Boredom - “Stuck in my small apartment during a global pandemic, I recently became so desperate for an escape that I booted up Mass Effect: Andromeda” Enhance your video posts (Con’t)
  42. 42. 42 ▹ Methodology ▸ The videographer used mods on the game to see if it increased their enjoyment because it was“...poorly received…” and remains [frowned upon]...” Enhance your video posts (Con’t)
  43. 43. 43 ▹ Results ▸ The mods increased enjoyment: “...just a few mods go a long way...” Enhance your video posts (Con’t)
  44. 44. 44 ▹ Conclusion ▸ Links are provided to the mods shown in the video Enhance your video posts (Con’t)
  45. 45. Recap 45
  46. 46. What did we talk about today? Importance ▹ Scannable content is a treasure map that helps readers quickly find key information in a large piece Ingredients ▹ Titles ▹ Subtitles ▹ Lists ▹ Jump links ▹ Abstracts SEO Help ▹ Add long-tail keywords to content ▹ Enhance your metadata 46
  47. 47. Thanks! ANY QUESTIONS? You can find me at: Twitter - @JamRam33 47

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