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Writing for the web


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Writing for the web

  1. 1. Writing for online
  2. 2. <ul><li>Most of your readers will not come to your site </li></ul><ul><li>Social media and search provide most referrals </li></ul><ul><li>Being talked about will get you traffic </li></ul><ul><li>Reading is different </li></ul><ul><ul><li>79% of people scan the web </li></ul></ul><ul><ul><li>25% more slowly </li></ul></ul>
  3. 3. <ul><li>I have made this letter longer than usual only because I have not had the time to make it shorter </li></ul><ul><li>Blaise Pascal, 17th century philosopher </li></ul>
  4. 4. <ul><li>Clear </li></ul><ul><li>Concise </li></ul><ul><li>Legible </li></ul><ul><li>Active - Man bites dog </li></ul><ul><li>Grammar, Spelling and Punctuation (Sp&g) </li></ul>
  5. 6. An end to click here <ul><li>Links </li></ul><ul><li>Sources </li></ul><ul><li>Avoid news stories and link to useful stuff – analysis, explainers, Q&As, pic galleries etc </li></ul><ul><li>On external websites look beyond homepage to pages of specific relevance </li></ul><ul><li>Inline linking in news stories is OK when it ’ s to a primary source </li></ul>
  6. 7. Links
  7. 8. <ul><li>Never use a long word a short word will do </li></ul><ul><li>If it is possible to cut a word out, always cut it out </li></ul><ul><li>Never use the passive when you can use the active </li></ul><ul><li>Never us a foreign phrase, a scientific word or a jargon word if you can think of an everyday English equivalent </li></ul><ul><li>Politics and the English language, Orwell </li></ul>
  8. 9. Value added <ul><li>Headlines, subheads </li></ul><ul><li>Standfirst aka blurb, sell, excerpt, write off </li></ul><ul><li>Short paragraphs </li></ul><ul><li>Visuals </li></ul><ul><li>Audio or video clips </li></ul><ul><li>Related links </li></ul>
  9. 10. Key elements <ul><li>Subheadings: breaking an article every few paragraphs with subheadings </li></ul><ul><li>Bullet or number lists: offer a clear simple tool for your readers. </li></ul><ul><li>Indented quotes: users often look for direct quotes. </li></ul><ul><li>Hyperlinks: the conventional blue, underlined text screams ‘ click me ’ . </li></ul><ul><li>Highlighted words: this is a good way of highlighting key phrases or words in your piece </li></ul>
  10. 11. Wordpress tricks <ul><li>Title </li></ul><ul><li>Permalink - you can style the title in Wordpress </li></ul><ul><li>Alt-tags – links and images </li></ul><ul><li>Sub heads to make it easier to read </li></ul><ul><li>Categories </li></ul><ul><li>Tags </li></ul>
  11. 12. <ul><li>'Click here' </li></ul><ul><li>Don't cite </li></ul><ul><li>( http:// www.don ' </li></ul><ul><li>Think about what you’re linking to </li></ul>
  12. 13. inverted pyramid
  13. 14. What would Google do? <ul><li>Agree with your tutors!!! </li></ul><ul><li>A key piece of advice from Google on SEO is that the text needs to be accurate, spelled correctly and not written sloppily. </li></ul>
  14. 15. <ul><li>One of the key points of understanding SEO is the use of key words – the words or terms that a searcher would use to be able to find the story you are augmenting. </li></ul><ul><li>News stories are usually loaded with key words – who, what, where, when and how aka names, brand names, places are all very searchable and often stories which are about topics such as sport and crime are very easy to find. </li></ul>
  15. 17. <ul><li>Some SEO advice suggests that search engines look at the first 500 words of a story while others reduce this figure to 200 words. </li></ul><ul><li>This is sometimes used by magazine and newpaper sites to spread a longer story across a number of pages, each with a unique standfirst and headline which means it will be more visibile within search. </li></ul>
  16. 18. <ul><li>As with anything else within SEO for journalists, the copy needs to be written for the searcher and not the algorithm. </li></ul>
  17. 19. <ul><li>Online POKER marketing could spell the NAKED end of VIAGRA journalism as we LOHAN know it </li></ul><ul><li> </li></ul>
  18. 20. <ul><li>Clever headlines of the kind used by tabloid newspapers are not searchable </li></ul><ul><li>Search engines and RSS cut headlines – some experts say this needs to be LESS than 60 characters. But the best advice is around 10 words </li></ul><ul><ul><li>This is what sixty characters looks like, it is actually a lot! </li></ul></ul><ul><li>Don't use any puncutation apart from | or - </li></ul>
  19. 21. <ul><li>Super Cally Go Ballistic, Celtic are atrocious </li></ul>
  20. 24. A headline that wouldn't work
  21. 25. <ul><li>Zip me up before you go go </li></ul><ul><li>Up Yours, Delors </li></ul><ul><li>Your Country Needs Roo </li></ul>