Headlines, SEO & Links


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Headlines, SEO & Links

  1. 1. Headlines <ul><li>Headlines draw the reader into the story – even more so than in print. </li></ul><ul><ul><li>The point of a web story headline is to entice a reader to click into a story and read more. </li></ul></ul><ul><li>Headlines need to be literal – stay away from clever play on words, label headlines or gotcha headlines </li></ul>
  2. 2. ‘ Big Crash’ <ul><li>Page presentation, images and text can increase the headline’s impact. Words like ‘Big Crash’ make sense in bold above a photo of a car crash. </li></ul><ul><li>A two-word headline has little chance of making sense without a big photo summing up the story. </li></ul><ul><li>If a reader only sees ‘Big Crash’ without images or other context, what does this headline say? Stock market crash? </li></ul><ul><li>Headlines take on the role of telling the entire story in limited words. </li></ul>
  3. 3. Print vs. Online <ul><li>Text size can help impact </li></ul><ul><li>Headlines show up in one place </li></ul><ul><li>Headlines don’t change </li></ul><ul><li>Subheads make push to readers </li></ul><ul><li>Appear in multiple places on a site. </li></ul><ul><li>Headlines are on external sites </li></ul><ul><li>Headlines don’t always appear with other content. </li></ul><ul><li>Can’t depend on size for impact </li></ul><ul><li>Must be literal </li></ul><ul><li>Headlines can be changed </li></ul>
  4. 4. SEO <ul><li>SEO = Search Engine Optimization </li></ul><ul><li>News websites should be mines for users of search engines. Goal of SEO is to appear among the top listings on search engine results pages. </li></ul><ul><li>Keyword use is the headline is one of the most positive factors for effective SEO. </li></ul><ul><ul><li>Think to yourself: &quot;How would someone searching for this story find it? What keywords would I use in Google?&quot; </li></ul></ul><ul><ul><li>Examples </li></ul></ul>
  5. 5. Links <ul><li>When might you use a link? </li></ul><ul><ul><li>Link to subject’s website </li></ul></ul><ul><ul><li>Site gives background information on the topic in your story </li></ul></ul><ul><ul><li>Report to government report, other research information </li></ul></ul><ul><li>How many links do you use? </li></ul><ul><ul><li>Provide only the best links </li></ul></ul><ul><ul><li>There is not right number, but don’t provide links to every related bit of information; I’d stick to 3-5 links. </li></ul></ul>
  6. 6. Permission to Link <ul><li>You can generally link to other sites without permission as long as you don’t imply that you are the content producer. </li></ul><ul><li>When in doubt, ask. Call the producers/owners of a site, story, report, if you aren’t sure you can link to it. Discuss this with an editor first. </li></ul>
  7. 7. Maintain those links; Open in new window <ul><li>Make sure the links in your story stay valid and don’t expire </li></ul><ul><li>Have the links open in a new browser window </li></ul>
  8. 8. Links <ul><li>“Retired, Rehired; Many Collect Connecticut Pensions And Paychecks </li></ul><ul><li>Obama Online </li></ul><ul><li>State Still Struggling To Process New Jobless Claims </li></ul>