EMG KnowledgeBuilder - The Fundamentals of Great Web Writing


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This KnowledgeBuilder is a presentation of the Educational Marketing Group, Inc. on "The Fundamentals of Great Web Writing". It was presented on December 8, 2011. Learn more about KnowledgeBuilders at http://www.emgonline.com/Academy/Pages/EMG-Academy/KnowledgeBuilders.

Creating great web content is much more than taking copy and shortening it to easily consumable digital bites. A skilled web writer must take into account elements like:
* structuring copy so that it leads readers backwards and forwards through your site - no matter where they enter it,
* crafting copy so that it gets the attention of both readers and search engines,
* and strategically using meta descriptions and tags, as well as image titles and descriptions to draw readers to your site.

If you want to master these skills and create a much more powerful website in the process, this Knowledgebuilder is for you.

This KnowledgeBuilder is designed to teach you:
* the fundamentals of copywriting on the web
* methods to structure narrative that effectively leads the reader around your site
* tips on writing for search engines
* how to craft meta descriptions
* how to use page tags and image descriptors to increase site visibility
* common mistakes that frustrate both readers and search engines

In this KnowledgeBuilder, you will get:
* connection assistance 15 minutes directly prior to session's start
* 90-minutes of professional development
* background material provided after the presentation

© 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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EMG KnowledgeBuilder - The Fundamentals of Great Web Writing

  1. 1. Knowledgebuilder #emgkbDecember 8, 2011 the fundamentals of great web writing
  2. 2. Ineke CaycedoSenior Brand Strategist professional delight :: helping organizations shape authentic and enduring brands. personal passion :: crisp morning air. A path leading upward. The promise of adventure. twitter.com/javasea80 #emgkb
  3. 3. Angela BrennanMarketing Management Analyst professional delight :: telling a client’s story through the use of data personal passion :: mother, avid sports fan, and still trying to figure it all out #emgkb
  4. 4. #emgkb session outline1. setting the stage2. who is “The Web?” a. human b. machine3. steps to effective writing for the web a. content and architecture b. principles of content construction c. infusing your brand’s personality4. discussion
  5. 5. #emgkbinstant poll is writing copy for the web an essential part of your job? • yes • no • once in a while
  6. 6. #emgkbsetting the stage
  7. 7. #emgkbwriting for print ONE ACT PLAY
  8. 8. #emgkbwriting for the web
  9. 9. #emgkbwho is “The Web”
  10. 10. who is “The Web” #emgkb
  11. 11. who is “The Web” experience based + emotionally driven #emgkb
  12. 12. #emgkbwriting for…
  13. 13. #emgkbwho is “The Web” algorithm based + factor driven
  14. 14. algorithm factors• keywords• search friendly site design• content• inbound links #emgkb
  15. 15. #emgkbtools: • http://www.websitegrader.com • http://www.google.com/analytics/ • http://www.google.com/webmasters/tools/ • http://www.google.com/insights/search/ • https://adwords.google.com/select/KeywordToolExternal • http://www.semrush.com • http://www.spyfu.com • http://www.google.com/webmasters/docs/search-engine- optimization-starter-guide.pdf • http://tools.seobook.com/firefox/seo-for-firefox.html
  16. 16. #emgkbinstant poll what type of research do you conduct on search terms (pick all that apply)? we’ve studied: • ourselves • our competitors • higher ed • majors/programs • nothing
  17. 17. #emgkbhow do we write for...
  18. 18. #emgkb steps to writingeffectively for the medium
  19. 19. the relationship of content and architecture interaction experience customer design design relationship knowledge information information managementmanagement architecture design
  20. 20. content & architecturesteps:1. structure your site so that your main navigation acts as guide through your brand story2. create navigation specific to your audience not your institution3. make sure that link names are search-engine and people friendly #emgkb
  21. 21. content & architecture
  22. 22. optimized for search1. page title: • current: Future Students | Cottey College, Nevada, Missouri, US • could be: Cottey College – Women’s Liberal Arts and Sciences College in Nevada, Missouri2. meta description: • current: An independent liberal arts and science college • could be: Cottey College is an independent women’s liberal arts and sciences college located in Nevada, Missouri. #emgkb
  23. 23. principles of content construction #emgkb
  24. 24. content constructiondon’ts:1. don’t create pages that are link lists2. don’t drop audiences in a dead end3. don’t create copy-dense pages4. don’t mix and match audience-specific content #emgkb
  25. 25. content construction
  26. 26. content is king • easy to follow • of quality • be fresh • be unique • stay organized • keep users in mind #emgkb
  27. 27. content construction dos:1. do use a 6th grade level for top level pages2. do keep copy length between 500 - 600 words3. do use descriptive titles and subtitles to break up your copy4. do create tags (keywords) and meta data for each page you write5. do implement the principle of progressive disclosure to create audience- and search-engine-friendly pages6. do ensure that your keywords are used in your copy #emgkb
  28. 28. content constructiontip: create a list of keywords from the following: • keywords based on how people search for you now • keywords that you want to rank higher • keywords where your competitors rank high #emgkb
  29. 29. dos:1. do optimize every page • if you have too many pages, group them into smaller sections2. do create new pages for each keyword group • only 3-5 keywords per page • i.e. a group might be “accounting degree Colorado,” “accounting program Colorado,” “accounting degrees in Denver,” etc. #emgkb
  30. 30. content construction
  31. 31. infusing your brand’s personality #emgkb
  32. 32. infusing your brand’s personality#emgkb
  33. 33. infusing your brand’s personality#emgkb
  34. 34. infusing your brand’s personalitysteps:1. develop a clearly defined brand platform or make sure that platform is expressed on your website2. make sure you know who your brand is before setting key to page3. prioritize your most important messages up front4. make sure the brand is expressed in audience appropriate ways #emgkb
  35. 35. brand personality
  36. 36. #emgkbthank you