Shocking truths about writing for the web

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Part of a presentation I did in the agency on writing for the web. The session covered beginners tips on SEO, how to optimise your copy and content alongside the importance thereof for writing for the web.

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Shocking truths about writing for the web

  1. 1. 60+ years. 80+ offices. Performance. Impact. Results. By Chris Onderstall
  2. 2. 60+ years. 80+ offices. Performance. Impact. Results.
  3. 3. Its not that terrifying60+ years. 80+ offices. Performance. Impact. Results.
  4. 4. Good web writing= usability + search engine optimization60+ years. 80+ offices. Performance. Impact. Results.
  5. 5. 80% of Internet traffic begins at a search engine60+ years. 80+ offices. Performance. Impact. Results.
  6. 6. 91%of journalists use searchto research stories60+ years. 80+ offices. Performance. Impact. Results.
  7. 7. 98%of analysts use searchto conduct research60+ years. 80+ offices. Performance. Impact. Results.
  8. 8. Search is habitual60+ years. 80+ offices. Performance. Impact. Results.
  9. 9. Google’s first page of results is the newSunday Times front page and it’s abovethe fold60+ years. 80+ offices. Performance. Impact. Results.
  10. 10. Who do you work for?60+ years. 80+ offices. Performance. Impact. Results.
  11. 11. Who do you work for? Your client?60+ years. 80+ offices. Performance. Impact. Results.
  12. 12. Who do you work for? Your client? The customer?60+ years. 80+ offices. Performance. Impact. Results.
  13. 13. Who do you work for? Your client? The customer? Editor?60+ years. 80+ offices. Performance. Impact. Results.
  14. 14. Who do you work for? Your client? The customer? Editor? Google!60+ years. 80+ offices. Performance. Impact. Results.
  15. 15. Google Search Algorithm60+ years. 80+ offices. Performance. Impact. Results.
  16. 16. How this SEO thing works60+ years. 80+ offices. Performance. Impact. Results.
  17. 17. The basics of storytelling still hold true60+ years. 80+ offices. Performance. Impact. Results.
  18. 18. Search Engine Optimisation60+ years. 80+ offices. Performance. Impact. Results.
  19. 19. Search Engine OptimisationLong-term strategy designed to drive visibility of sites, increasing traffic, conversionsResults in months, not days60+ years. 80+ offices. Performance. Impact. Results.
  20. 20. The psychology of search60+ years. 80+ offices. Performance. Impact. Results.
  21. 21. The psychology of searchSpeaking in the searchers’language We have to use the same linguistic concepts searchers are using If a searcher looks for “pink eye” and our pages are called and optimised for “conjunctivitis” searchers will likely not find the pageDiscover how consumers arethinking about concepts60+ years. 80+ offices. Performance. Impact. Results.
  22. 22. Be usefulOffer tools and resources thatwould be helpful to people60+ years. 80+ offices. Performance. Impact. Results.
  23. 23. Be useful For example: • On the Nokia SA blog we posted a blog on how to download WhatsApp for your phone • Every week this post gets 2500 views60+ years. 80+ offices. Performance. Impact. Results.
  24. 24. The inverted pyramid60+ years. 80+ offices. Performance. Impact. Results.
  25. 25. 60+ years. 80+ offices. Performance. Impact. Results.
  26. 26. In fact, 80% of people never read past the first 150 words60+ years. 80+ offices. Performance. Impact. Results.
  27. 27. Google place most of their weighting on the first 200 words60+ years. 80+ offices. Performance. Impact. Results.
  28. 28. Keyword density of around >5%60+ years. 80+ offices. Performance. Impact. Results.
  29. 29. Long tail effect Small audiences can add up to a big audience “shoes” is a head term “women’s red Nike running shoes” is a long tail term Can rank much higher on long tail words, but individually60+ years. 80+ offices. Performance. Impact. Results. they get much less traffic
  30. 30. The technical elements60+ years. 80+ offices. Performance. Impact. Results.
  31. 31. The technical elements We use Google keyword analysis to understand the what people are actually searching for60+ years. 80+ offices. Performance. Impact. Results. https://adwords.google.com/o/KeywordTool
  32. 32. The technical elements Then we look at the competition on those terms60+ years. 80+ offices. Performance. Impact. Results.
  33. 33. The technical elements Then we look at the competition on those terms and then choose the terms with the least competition60+ years. 80+ offices. Performance. Impact. Results.
  34. 34. The technical elements Google Insights allows us to compare our search volumes against our competitors60+ years. 80+ offices. Performance. Impact. Results. www.google.com/insights/
  35. 35. The technical elements Google Insights allows us to compare our search volumes against our competitors Try it, its pretty cool!60+ years. 80+ offices. Performance. Impact. Results. www.google.com/insights/
  36. 36. Optimised copy is between 250 – 500 words60+ years. 80+ offices. Performance. Impact. Results.
  37. 37. Everyone loves sub-headings (Google + humans)60+ years. 80+ offices. Performance. Impact. Results.
  38. 38. Everyone loves sub-headings And bullet points60+ years. 80+ offices. Performance. Impact. Results.
  39. 39. Links in every direction rock60+ years. 80+ offices. Performance. Impact. Results.
  40. 40. Anchor text is important60+ years. 80+ offices. Performance. Impact. Results.
  41. 41. Anchor text is important Click here Vs Download presentation on writing for the web60+ years. 80+ offices. Performance. Impact. Results.
  42. 42. Don’t believe me how important this is?60+ years. 80+ offices. Performance. Impact. Results.
  43. 43. Would you invest with this company?60+ years. 80+ offices. Performance. Impact. Results.
  44. 44. 60+ years. 80+ offices. Performance. Impact. Results.
  45. 45. White hat vs Black hat60+ years. 80+ offices. Performance. Impact. Results.
  46. 46. White hat vs Black hat > The ‘good guy’ stuff > EG: > PR leading to new legit links to website > Optimising copy for usability > Tag all your images60+ years. Set offices. Performance. Impact. Results. > 80+ up your own social media presences and link back to your site
  47. 47. White hat vs Black hat > The ‘bad boy’ stuff > EG: > Stuffing your pages with keywords > Linking your competitors sites to midgetbeastalityporn.com > Paying people to link to your website60+ years. 80+ offices. Performance. Impact. Results.
  48. 48. Need a quick fix?60+ years. 80+ offices. Performance. Impact. Results.
  49. 49. Paid placement!It’s like a billboardAnd you only need to pay when they click60+ years. 80+ offices. Performance. Impact. Results.
  50. 50. Four SEO questions to ask yourselves 1. Who are your top competitors in search? 2. What are the most popular, non- branded keywords that drive traffic to your site? 3. Where do you rank in major search engines for the generic terms that you care about? 4. What is your SEO strategy?60+ years. 80+ offices. Performance. Impact. Results.
  51. 51. Obrigado Na gode 谢谢@ChrisOnderstallfleishmanhillard.com THANKChris.onderstall@fleishman.co.za Dankie YOU Asante Merci Shukrani 51

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