EMG Academy KnowledgeBuilder - Writing Effectively for the Web


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This presentation was used for an EMG Academy KnowledgeBuilder on Writing Effectively for the Web on February 17, 2011. Learn more about KnowledgeBuilders at http://www.emgonline.com/Academy/Pages/EMG-Academy/KnowledgeBuilders.

You know your audience, you know your message, and the copy is written - now, it's just a matter of posting that copy to the web, right? Not so fast. Writing for websites is very different than writing for paper. Web users process information differently. They have higher expectations. And whether they keep returning to your site or not depends on how well you've constructed your message. In this 90-minute class, you'll learn how to create web copy that's concise, entertaining, engaging, and written in the voice of your brand. You leave the session knowing how to highlight relevant points, take advantage of the organizational structure of your site, and improve your search engine optimization.

© 2011 Educational Marketing Group, Inc.
All rights reserved. This document contains protected intellectual property. The information and materials contained herein may not be duplicated, reproduced, or distributed in any manner whatsoever without the prior written consent of Educational Marketing Group, Inc.

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  • Our objective today is not to teach you how to be a good writer. We’re assuming you bring writing skills to the table. Our objective is to provide you with the strategy and steps required to take those writing skills and use them to communicate effectively through the Web – That means not just the prose on the page, but how you break out your narrative and also how you provide cues to that narrative so that search engines can find you. So before we start, I’d like to get a sense of whether you all do consider writing an integral part of your job description. POLL
  • Writing a brochure, a viewbook, or a feature story is like writing a one-act play > there’s a clear beginning, middle, and end.
  • Writing a website is like writing the TV series Lost >every episode is a piece to a broader story. Some viewers follow it from beginning to end.Many enter in the middle, then go backwards and forwards… or only ever move forward. Some just see a few episodes. They may have some knowledge of the show or not. Regardless of where the viewer enters, it’s incumbent on the show to show them a bit of where it’s been and where it’s going.
  • Before we can write effectively for the web, we have to answer the questionwho is the Web…the answer may not be as straight forward as you think…
  • On the one hand the Web is us…CLICKhuman beings and all the view points, personalities, experience (or lack of) that come with us. On the other hand its these guys…CLICK search spiders, webbotsthat continuously crawl the web tracking down information. How they do it only Google, Bing, Yahoo and the likes know – we can only glean. But we do know they are particular and they are different from each other. Not all search engines look for information in a similar fashion. Thankfully, these search engine companies have given us a roadmap to helping their bots find our pages.
  • We know what motivates this group. They areExperience BasedconnectioninformationentertainmentEngagementEmotionally drivensatisfactionsurpriseamusementprideboredomimpatienceirritation
  • INEKE: It’s less likely that you know what motivates these guys. Angela, maybe you can give us a quick insight into what drives the web bot…ANGELA….
  • ANGELA: I should pause right here to mention that when we talk about search engines that we often refer to Google, which is really just for simplicity. Two others, that along with Google, own about 95% of the search engine market share are Bing and Yahoo. Technically Bing powers Yahoo’s search but they are still counted separately. All search engines have their own extremely complex algorithms that try to rank the most relevant data to a specific search term. These search engines use over 200 factors to determine the relevancy of a web page. But they place a different weight on those factors. For example, Google places more weight on unique content whereas Bing weighs keyword density, headings, and URL’s more heavily. Either way search engines closely guard their algorithms. It is only through trial and error that search engine optimizers have started to learn some of the key factors.
  • ANGELA: The result of the complex algorithms is something like what you see when you search on Google. In this case, I searched for “accounting degree Colorado.” The items in the red box are the organic search results that Google has determined as the most relevant to my search. The results that you see above and to the right of the red box are all paid advertising.It is important to note that three out of four people will select an organic result (the ones in the red box). Almost half of the people will click on the top organic result. And very few people will look past the 2nd page. So increased relevancy to your keywords will lead to significant increases in traffic and inquires from potential new students.
  • ANGELA: Search engine optimization, orSEO, is the art of designing or modifying web pages, specifically copy,to improve your pages’ ranking and visibility on the major search engines. As I mentioned, algorithms have over 200 factors that determine search term relevancy and here are four of the main categories.First, keywords determine the search terms of which you would like to be relevant. These are keywords that will attract the right audience and discourage the wrong ones from visiting your site. For example, “associates degree” might be better suited to your institution than “masters programs.”The second category, search friendly site design, refers to the overall architecture or back end of your site. It includes things such as HTML coding, meta-tags, page titles, and redirections. Your site should be SEO friendly and easily navigated.Google has published a very comprehensive document that walks you through some ways to make your site more search friendly and I will be providing that link shortly. Next is content, especially quality content. Thisis so important because each page of your site is analyzed individually by the search engines. Search engines will often tell you that content is one of the most important factors because without quality content, you won’t have visitors coming back or very many inbound links. This content should be geared towards both the user and the search engines. Lastly, inbound links is when another website links from their site to yours; the search engines interpret this an endorsement for your site and assumes that you have relevant content. The quantity and relevance of in-bound links is one of the most important factors of Google’s algorithm.Of course, without that quality content, you won’t have nearly as many inbound links.JUST IN CASE:Directory Submissions (online business directories that relate to your industry)Press Release Distribution (SEO friendly title, keywords and links your site)Social Media/Bookmarking/Networking etc. (links from sites like Digg, Twitter, Facebook, Delicious, You Tube, etc)Blog Link Building (posting comments and responses on relevant blogs)Forum Posting (forums are online discussion sites)Article Linking (posting original articles on the web that link back to your site)Link Hunting (research to identify sites that could provide high value links )Link Poaching (chase the links your competitors have found valuable)Natural Link Building (Attract ‘natural links’ by building an industry leading site)Do not buy linksReciprocal links will not hurt or help your siteBe sure all Out-Bound links are relevantConsider the authority of the source… Wall Street Journal vs. Denver Post (both are good)
  • ANGELA: Here are just a couple tools that you can use when optimizing your site. They can give you an idea of how you rank, ways to improve, keywords that people search to get to your site, information on your competitors, and why one page ranks higher than another. Also included, as I mentioned previously, is the link to Google’s starter guide to optimization.Again, these slides will be available in a PDF version after the presentation in our discussion hub. I would encourage you to visit some, or all, of these sites as they are extremely helpful tools.And now I would like to take a poll just to get an understanding of which types research that everyone is doing…so…
  • Thanks Angela. So how do we write copy that satisfies both the human andbot audiences on Web?
  • In order to build an effective website, we have to start with the big picture – a website, after all is a CLICK: big animal that requires a number of caretakers. CLICK: There are those responsible for capturing and making sense of all the information and insights gained from web visitors and internal users.CLICK: Those responsible for mapping out the way we want users to engage on our siteCLICK: The information architects responsible for mapping out how websites will be organizedCLICK: Those who focus on how to provide the best user experience on the siteCLICK: Those in charge of customer relationship management – I like where this guy is positioned in the diagramCLICK: And, finally, those responsible for information design – or content. Note this guy’s responsible to the body of the beast so clearly content is a big part of what makes a site successful. However, in order for the entire site to work and progress, however, all of these caretakers need to collaborate. Starting with the Information Architecture team and the content team – most often, the individuals on those teams are different.The way you organize navigation on your site sets the stage for how people access content on the site. In essence the site architecture is the table of contents for your brand story and gives users immediate clues to what your site is about.If done right, it will help people get to the information they are looking for and encourage them to engage deeper with your brand.

Beyond usability and engagement, information architecture has implications for search engines.Just as your content organization tells people what your site is about, it tells search engines what your site is about. It gives them clues as to what keyword themes the site is relevant for.
  • We won’t take too much time in this arena, but we felt it was an important component for you to consider as you build a content strategy. Here are several key points to keep in mind:Think of the main navigation as the guide through your brand story not just the main components of your institution. In that respect, what links and what you call those links are an important reflection of your brand…and, from our standpoint, the team responsible for communicating your institution’s message should be involved in creating them. If at all possible, create navigation specific to your audience…not your institution. Too often – higher ed sites are hybrids of this navigational structure, which tends to lead to more confusion by visitors than not. An example – the future students tab has some information about academics, but not all – the rest is provided by the academic departments which is held in a different place on the site and usually addresses multiple audiences. We’ll show you an example of this a bit later in the presentation.And finally as Angela mentioned – as the content writer, you should play a role in making sure link names and page urls contain keywords. We’ll get more into keywords in a bit, but they’re a key part of the content communicator’s responsibility.
  • This is an example for Cottey College in Nevada, Missouri. One of their challenges is to tell site visitors human on non-human alike, that they are a woman’s college. You’ll see here that image and copy tell that story quite well.Writing effectively for the web starts with how you structure your navigation: - Main navigation tells the most important aspects of your brand experience for the audience - Audiences self identify – a bit of additional information for each - Additional fresh/rotating content adds to the page’s freshness for search enginesNote the link and page name correspond with audience and location
  • Give the audience what they want most. Writing effectively for the web starts with how you structure your navigation:Note the link and page name correspond with audience
  • ANGELA: As Ineke mentioned, Cottey is a great example of clearly telling the user right on the homepage what they are all about: they are a women’s college. But don’t forget that you also need to tell the search engines the same thing. CLICK: The homepage is a great place to include your institution’s name and other pieces of information such as your physical location or a few of your main focuses. In Cottey’s case, they should include that they are a women’s college and that they have liberal arts degrees and that they are located in Missouri. Now, users that are searching for “women’s colleges” might have a better opportunity of finding their homepage.
  • Many of us are under the impression that your home page is the front door and main way in which people enter the site. It’s not. In fact, because of search engines, as Angela mentions, there are many front doors into your site.Assume at least half of the visitors to your site will enter somewhere other than the home page.Therefore you should treat every page on your site, in part, like a landing page. Every page of your site needs to answer the questions “where am I?” and “what can I do here?”Whiles visitors landing on a specific page of your site may very well find all they needed on the page, the page itself should still be connected to other related pages and should point out what else can be found within the site.What this alsosuggests is that we don’t need to display everything on the home page of a site. Your home page should also let people know where they are and what they can do on the site, but it doesn’t need to link to every piece of content you have.Your home page should focus more on helping visitors understand what the site is about and point them to a few places they might be interested in.
  • So if every page is a front door here are some things to avoid when creating content for pages:Don’t create pages that are link lists. They provide no context to a visitor who might accidently land there. They are ignored by search engines and increase the confusion and irritation factors in humans. They are a missed opportunity to provide insight into your brand – especially if they are in the top levels of your site!Don’t drop audiences in a dead end. Those are pages that have no backwards or forwards navigation. Always include navigation on the page, and it’s good practice to include breadcrumbs on your pages to give audiences who have “dropped in on the page” a sense of where they are.Don’t create copy-dense pages. Believe it or not, neither search engines nor humans enjoy them. Too much copy usually means to many keywords for search engines to make sense of and, on the human end, they are difficult to read, and raise the impatience factor.Don’t mix and match audience specific content. This is often the case when sites are created based on the organizational structure of the institution, rather than on audience priorities. In which case departments talk about their services and typically they serve multiple audiences. For site visitors unfamiliar with the institution, this is exceedingly confusing – particularly if they don’t know how colleges are generally structured (think your typical teenager). It is easy for them to get lost, confusing in terms of finding the information they need and gives the feel of the lack of customer attention that most institutions hope to avoid. The process is equally confusing for current students – who don’t want to wade through all the “sales” information a department puts out for student prospects. They are interested, most likely, in completing a transaction.
  • INEKE: Here’s a page with multiple issues. First it’s extremely copy dense. An very difficult to read through this much content online. Secondly and, perhaps more troubling is that it is a dead-end page. If a user is pointed to this link by a search engine, more likely since there is no good content on the pages above, they have no where to go either forward or backwards. The only thing to do is hit the back button on the browser which takes you back to search.ANGELA: BGSU clearly has a lot of links and a lot of text on their pages. And as Ineke mentioned, it can be very difficult for a user to take in all of this information. And just as a user has problems, so do search engines. CLICK: So you want to make sure that your content is the most important thing on your page. Users that like the content on your pages will come back more often and tell others about it. Always think about how your audience will search for your content and what steps they might take to go through on your site. Make sure that your content is easy to follow, is of high quality, is fresh, is unique, stay organized, and always, always, always, keep the user in mind. And not to say that everything BGSU has done isn’t good – on the contrary. What they have done nicely on their Accounting page is break up the topics into logical chunks like Career Opportunities, Curriculum, and College Highlights, which help organize the content. Both users and search engines like to have this information broken out and to clearly know when one topic ends and another begins. To improve, I might suggest that consider taking out the College Highlights section and give The College of Business Administration its own page and/or shortening the remaining copy and adding some imagery to help tell the story.
  • Here’s how you should think about constructing your pages:Search engines like copy – most people don’t…at least not in huge volumes. Especially younger audiences and especially if the copy doesn’t provide the information they want. Keeping copy length between 200 and 500 words makes the page digestible for the human reader and appealing to the search engine.Titles are an important part of the reader experience and the search experience. Use short, descriptive titles to tell the reader where they are. This is also a good place to convey some of your institution’s brand attitude – we’ll get to that in a bit. If you’re copy leans toward the longer end (500 words) using descriptive subtitles to break up the density of the copy is a great strategy for two reasonsit allows the reader to quickly get a gist of the page and jump to the information in which they’re interested and those short words are great keyword assets on the page.Do create page tags and meta data for each page. Don’t leave this up to the programmer! As Angela mentioned these are key pieces of optimizing your searchability and of establishing your brand persona on the search page. This is an opportunity for you to do some critical differentiating by simply being strategic about the words you use here.Progressive disclosure is a great engagement tool and the means by which you can tell the whole story in a way that is user-friendly for the site visitors – those who want to get more information can, those who only want to skim the main ideas can. This allows you to gradually engage your audiences rather than overwhelming them. Using progressive disclosure you show only the information or features relevant to the user’s current activity and delay other information until it is requested. By hiding more complex or infrequently used features, you de-clutter the user interface; by revealing them only as they are needed, you help users access complex information in manageable chunks. You’ll see this used in we’ll crafted forms as well – rather than asking for all the information on one page, the visitor is asked to fill out small pieces at a time.Finally, don’t just put your keywords in your page tags, and meta data weave them into your copy as well. It is the combination of copy, tags, url names and meta data that complete the content picture for the search engines.
  • Here’s a tip about keywords.Create a comprehensive list of keywords categorized based on groups of pages with similar themes. Start building this list based onhow people search for you nowthat you want to rank higher for example Key differentiating descriptors from your brand platform or mission statementor refer to printed materialswhere your competitors rank high
  • ANGELA: After you have a clear understanding of your keywords, you will want to optimize every page. If you are one of those sites that have thousands of web pages it might be too cumbersome or time consuming to optimize every page individually so you might try grouping your pages into smaller sections and optimizing those sections. And second, make sure you have a new page for each group of keywords. For example, the admissions information should be broken out from financial aid information because they would have a very different set of keywords.
  • ANGELA: Now that you have a pretty clear idea of the keywords and the content that will go on each individual page, you can take this a step further by optimizing your URL. Bing especially loves when you use your keywords in your URL. CLICK: Going a step further you can and add some meta data to your pages too. Here is some code from Regis University’s website. I used their accounting degree web page as an example of how you might optimize for the search term “accounting degree Colorado,” which was my search term used previously. CLICK: The page title that they have coded shows at the top of the web browser for the user, which is shown right above the URL, but it is also used as a way for search engines to categorize your content. As you can see the title uses the keywords “Accounting” and “Degree.” CLICK: Regis has also used these same keywords in their page description. This is what the user sees when they search on Google. It is that little description right below the page title and above the URL.CLICK: They have also identified their keywords in their code. We would not recommend using more than 3-5 keywords per page but as you can see, Regis definitely has a theme for this page.All of the information that you see - the title, description, and keywords – are a couple of ways that search engines determine if your content is relevant. It is that search friendly site design that we discussed earlier. If you are using a content management system, most likely there will be an obvious place for you to add this information. If not, your programmer might have to code it in for you.
  • ANGELA: And now that we have drilled you on keywords and their importance, I wanted to mention that you may have heard that the right way to use keywords was to use them over and over on your page. I want to be clear that in order for search engines to rank your page higher, you don’t need to restate your keywords so many times that it turns the user off. This image may be a little hard to read but it says, “It’s your Birthday! Happy Birthday. When was your last Birthday? I hope you have fun on your Birthday”...and it goes on….As you can see, the keyword “Birthday” is used numerous times but it is horrible to read. Search engines will pick up on this – they know when you are stuffing your keywords into your page. As Google says, “Interesting sites will increase their recognition on their own,” so quality content is what keep your users coming back. The key is not to keep stating your keywords over and over again but to make sure your content is relevant to your keywords and something that the user will want to read.
  • BVU uses a faceted navigation menu to help guide users through its programs and majors. Faceted navigation allows the user to view the information based on whay they are most comfortable with or base on the specific information they’re looking for.They’ve used a page title – the caption on the left is an image so it’s good to use a search-friendly version as well.Copy gives the user a quick idea of what BVU has to offer academically…it also fits the search engine criteria.
  • Perhaps the single most important step in writing effective web copy – is to ensure that the differentiating elements of your brand – your brand story so to speak…and your brand’s personality come through on your site. If we all come across as saying the same thing, search engines will find it hard to decide between institutions.Remember what Angela said a bit earlier…search engines, like people, enjoy good content – in part because they consider people’s behavior. If people keep going back to a site for more, search engines will follow. Therefore striving to provide a clear distinctive feel and experience with your brand on the Web is a priority strategy for content creators.
  • Many of us do this very well in our print publications. They do the job of conveying an institutional attitude that captures the reader’s imagination. Like this example from Wofford College’s viewbook talking about its distinctive academic culture. Or this example from Cornerstone University.
  • But somehow, that personality often get’s lost in translation to the web. Believe it or not this is same institution. This kind of graphic and voice disconnect is very confusing to audiences and creates a brand dissonance that erodes your brand’s memorability. Memorability is a key factor in getting your audiences to the decision-making stage. There also seems to be an implied assumption here that audiences will see the viewbook and the website. More importantly, from a marketing perspective…the website doesn’t capitalize on the energy and excitement the viewbook generates, which may, in great likelihood end up in lost interest diminishing the ROI of the viewbook and fewer applications overall.
  • Develop a clearly defined brand platform or make sure that platform is expressed on your website – a brand platform articulates who your institution serves, in what category it competes, a brand promise and the three to four brand drivers that allow the institution to deliver on its brand promise. This is the first step in creating a differentiated brand the second key element isDeveloping a brand persona – defining your unique campus experience and personality. Make sure your messaging, voice, and tone are consistent across all your copy print or web-based.Prioritize your most important messages up front – use that progressive disclosure technique to add secondary and tertiary informationFinally, consider who you’re talking to: while your brand personality will stay the same – similarly to an individual’s personality – it will be reflected differently depending on the situation and to whom you are speaking.
  • Here’s an example of how Cottey has laid out it’s brand platform.The title quickly tells the reader what the subject matter is. The body copy is broken out into manageable chunks that allows the reader to quickly skim or delve deeper.The first paragraph sets out the most important information that Cottey want prospective students to know – it’s differentiating factor.Finally, while many people will read this – it’s clear from the voice and tone and approach that Cottey is speaking to a prospective student.
  • Another tip to approaching copy development is to think of it in terms of the feature your institution offers and the benefit for the audience. In this case, the first paragraph offers the feature: international travel to broaden your horizonsParagraphs two, three and four offer the benefits – you get to travel to very cool places, it doesn’t cost much, and learning and play are built in.Finally – note the invitation to delve deeper in a meaningful way for this audience – reading other students’ diaries or perusing pictures from trips.While this knowledgebuilder is about copywriting – I do want to take a moment to encourage you to think about images as well. If anything, images are more powerful than words in telling your story. They should reflect your brand persona and add to feel of the copy they support.
  • EMG Academy KnowledgeBuilder - Writing Effectively for the Web

    1. 1. Knowledgebuilder<br />#emgkb<br />February 17, 2011<br />writing effectively for the web<br />
    2. 2. Ineke CaycedoSenior Brand Strategist<br />professional delight :: helping organizations shape authentic and enduring brands.<br />personal passion :: crisp morning air. A path leading upward. The promise of adventure.<br />twitter.com/javasea80<br />#emgkb<br />
    3. 3. Angela BrennanMarketing Management Analyst<br />professional delight :: telling a client’s story through the use of data<br />personal passion :: mother, avid sports fan, and still trying to figure it all out<br />#emgkb<br />
    4. 4. Travis BrockDirector of Business Development<br />professional delight :: communicating a brand through social media and professional development<br />personal passion :: dad, relaxing in front of the TV when the time can be found, and finding a great gluten-free recipe<br />twitter.com/tbrock111<br />#emgkb<br />
    5. 5. session outline<br />#emgkb<br />Setting the stage<br />who is “The Web?”<br />human<br />machine<br />steps to effective writing for the Web<br />content and architecture<br />principles of content construction<br />infusing your brand’s personality<br />discussion<br />
    6. 6. setting the stage<br />#emgkb<br />
    7. 7. writing for print<br />#emgkb<br />One Act Play<br />
    8. 8. writing for the Web<br />#emgkb<br />
    9. 9. who is “The Web”<br />#emgkb<br />
    10. 10. who is “The Web”<br />#emgkb<br />
    11. 11. who is “The Web”<br />experience based<br />+<br />emotionally driven<br />#emgkb<br />
    12. 12. writing for…<br />#emgkb<br />
    13. 13. #emgkb<br />who is “The Web”<br />algorithm based<br />+<br />factor driven<br />
    14. 14.
    15. 15. algorithm factors<br /><ul><li>keywords
    16. 16. search friendly site design
    17. 17. content
    18. 18. inbound links</li></ul>#emgkb<br />
    19. 19. #emgkb<br />tools: <br /><ul><li>http://www.websitegrader.com
    20. 20. http://www.google.com/analytics/
    21. 21. http://www.google.com/webmasters/tools/
    22. 22. https://adwords.google.com/select/KeywordToolExternal
    23. 23. http://www.semrush.com
    24. 24. http://www.spyfu.com
    25. 25. http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf
    26. 26. http://tools.seobook.com/firefox/seo-for-firefox.html</li></li></ul><li>#emgkb<br />instant poll<br />what type of research do you conduct on search terms (pick all that apply)?<br />we’ve studied:<br /><ul><li>ourselves
    27. 27. our competitors
    28. 28. higher ed
    29. 29. majors/programs
    30. 30. nothing</li></li></ul><li>#emgkb<br />how do we write for...<br />
    31. 31. steps to writing effectively for the medium<br />#emgkb<br />
    32. 32. the relationship of content and architecture<br />customer relationship management<br />experience design<br />interaction design<br />knowledge management<br />information design<br />information architecture<br />
    33. 33. content & architecture <br />steps:<br />Structure your site so that your main navigation acts as guide through your brand story<br />Create navigation specific to your audience not your institution<br />Make sure that link names are search-engine and people friendly<br />#emgkb<br />
    34. 34. example<br />content & architecture<br />
    35. 35.
    36. 36.
    37. 37. optimized for search<br />page title:<br /><ul><li>current: Future Students | Cottey College, Nevada, Missouri, US
    38. 38. could be: Cottey College – Women’s Liberal Arts and Sciences College in Nevada, Missouri</li></ul>meta description:<br /><ul><li>current: An independent liberal arts and science college
    39. 39. could be: Cottey College is an independent women’s liberal arts and sciences college located in Nevada, Missouri.</li></ul>#emgkb<br />
    40. 40. principles of content construction<br />#emgkb<br />
    41. 41. content construction<br />don’ts:<br />don’t create pages that are link lists<br />don’t drop audiences in a dead end<br />don’t create copy-dense pages<br />don’t mix and match audience-specific content<br />#emgkb<br />
    42. 42. example<br />content construction<br />
    43. 43.
    44. 44.
    45. 45.
    46. 46. content is king<br /><ul><li>easy to follow
    47. 47. of quality
    48. 48. be fresh
    49. 49. be unique
    50. 50. stay organized
    51. 51. keep users in mind</li></ul>#emgkb<br />
    52. 52.
    53. 53. content construction<br />dos:<br />do keep copy length between 200-500 words<br />do use descriptive titles and subtitles to break up your copy<br />do create tags (keywords) and meta data for each page you write<br />do implement the principle of progressive disclosure to create audience- and search-engine-friendly pages<br />do ensure that your keywordsare used in your copy<br />#emgkb<br />
    54. 54. content construction<br />tip:<br />Create a list of keywords from the following:<br /><ul><li>Keywords based on how people search for you now
    55. 55. Keywords that you want to rank higher
    56. 56. Keywords where your competitors rank high</li></ul>#emgkb<br />
    57. 57. dos:<br />do optimize every page<br /><ul><li>if you have too many pages, group them into smaller sections</li></ul>do create new pages for each keyword group<br /><ul><li>only 3-5 keywords per page
    58. 58. i.e. a group might be “accounting degree Colorado,” “accounting program Colorado,” “accounting degrees in Denver,” etc.</li></ul>#emgkb<br />
    59. 59.
    60. 60.
    61. 61. example<br />content construction<br />
    62. 62. 181 words<br />
    63. 63.
    64. 64.
    65. 65. infusing your brand’s personality<br />#emgkb<br />
    66. 66. infusing your brand’s personality<br />#emgkb<br />
    67. 67. infusing your brand’s personality<br />#emgkb<br />
    68. 68. infusing your brand’s personality<br />steps:<br />Develop a clearly defined brand platform or make sure that platform is expressed on your website<br />Make sure you know who your brand is before setting key to page<br />Prioritize your most important messages up front<br />Make sure the brand is expressed in audience appropriate ways<br />#emgkb<br />
    69. 69. example<br />brand personality<br />
    70. 70.
    71. 71.
    72. 72. thank you<br />#emgkb<br />