Finding And Writing For The Web


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Slides from a presentation I gave to UTS Online Journalism class on writing for the web. Included SEO overview, intro to HTML and getting to know your CMS.

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Finding And Writing For The Web

  1. 1. Finding and Writing for the Web Online Journalism University of Technology Sydney  20/8/2008
  2. 2. Search engines find you through web pages that link to you
  3. 3. How Do Search Engines Find You?
  4. 4. Who has found you? Site specific search , has Google found you?
  5. 5. Who has found you? Who is linking to your site/webpage?
  6. 6. Miserable Failure Dangerous Cult
  7. 7. What is a keyword? <ul><ul><li>an information carrying descriptor </li></ul></ul><ul><ul><li>what someone may type into a search engine to find you   </li></ul></ul>
  8. 8. How People Read on the Web <ul><li>  </li></ul>
  9. 9. Write for Readers <ul><ul><li>start with a summary </li></ul></ul><ul><ul><li>short words, short sentences </li></ul></ul><ul><ul><li>make link text contextual </li></ul></ul><ul><ul><ul><li>do not use &quot;read more&quot; </li></ul></ul></ul><ul><ul><ul><li>do not use &quot;click here&quot; </li></ul></ul></ul><ul><ul><li>the eyes need space </li></ul></ul><ul><ul><ul><li>use headings and sub headings </li></ul></ul></ul><ul><ul><ul><li>paragraphs </li></ul></ul></ul><ul><ul><ul><li>captions, headlines, pull quote  </li></ul></ul></ul><ul><ul><ul><li>highlight key words </li></ul></ul></ul><ul><ul><ul><li>use lists </li></ul></ul></ul><ul><ul><li>do not choose templates where the copy is too small </li></ul></ul>
  10. 10. <ul><li>Write for search engine result pages </li></ul>
  11. 11. <ul><li>Write for browsers </li></ul><ul><li>page titles are used in bookmark favourites and in the title bar of the browser. </li></ul>
  12. 12. <ul><li>Write for RSS and mobile </li></ul>
  13. 13. Write for Search Engines <ul><ul><li>include keywords in meta data description and titles </li></ul></ul><ul><ul><ul><li>each page should have a unique description  </li></ul></ul></ul><ul><ul><ul><ul><li>approximately 150 characters  </li></ul></ul></ul></ul><ul><ul><ul><li>each page should have a unique title </li></ul></ul></ul><ul><ul><ul><ul><li>up to 70 characters </li></ul></ul></ul></ul><ul><ul><li>include keywords in headings </li></ul></ul><ul><ul><li>include keywords in link text </li></ul></ul><ul><ul><li>do not cut and paste from Microsoft Word </li></ul></ul>
  14. 14. Learn your CMS Learn what parts of your content management system are responsible for page titles and descriptions.   Use rich text styles and learn basic HTML to mark up headings correctly.
  15. 15. Learn Some Basic HTML <ul><li>headings </li></ul><ul><li>paragraph </li></ul><ul><li>citation </li></ul><ul><li>Links </li></ul><ul><li>acronym </li></ul><ul><li>abbreviation </li></ul><ul><li>—   em dash </li></ul><ul><li>bold </li></ul><ul><li>strong </li></ul><ul><li>  </li></ul><ul><li><h1>Learn Some Basic HTML</h1> </li></ul><ul><li><p>Lorem ipsum dolor sit amet ... </p> </li></ul><ul><li><cite>Citation</cite> </li></ul><ul><li><a href=&quot;url&quot;>Lorem Ipsum</a> </li></ul><ul><li><acronym title=&quot;World Wide Web&quot;>WWW</acronym> </li></ul><ul><li><abbr title=&quot;et cetera&quot;>etc.</abbr> </li></ul><ul><li>  &mdash;  </li></ul><ul><li><bold>Lorem Ipsum</bold> </li></ul><ul><li><strong>Lorem Ipsum</strong> </li></ul>
  16. 16. Get Links <ul><li>Bruce Clay Search Engine Relationship Chart </li></ul><ul><li>   </li></ul><ul><li>  </li></ul><ul><li>Open Directory Project </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>  </li></ul>
  17. 17. Get Links <ul><ul><li>aggregate your work </li></ul></ul><ul><ul><li>social networks </li></ul></ul><ul><ul><ul><li>include your URL in your profile  </li></ul></ul></ul><ul><ul><ul><li>participate in communities you are passionate about and comment </li></ul></ul></ul><ul><ul><li>build a blog network and be an active contributor </li></ul></ul><ul><ul><li>social bookmarking sites  </li></ul></ul><ul><ul><ul><li>digg </li></ul></ul></ul><ul><ul><ul><li>newsvine </li></ul></ul></ul><ul><ul><ul><li>magnolia   </li></ul></ul></ul>
  18. 18. Search Engine Fodder <ul><ul><li>original content </li></ul></ul><ul><ul><li>links from expert sites </li></ul></ul><ul><ul><ul><li>directories  </li></ul></ul></ul><ul><ul><ul><li>.edu </li></ul></ul></ul><ul><ul><ul><li>.gov </li></ul></ul></ul><ul><ul><ul><li>.org </li></ul></ul></ul><ul><ul><ul><li>news sites  </li></ul></ul></ul>
  19. 19. Links <ul><li>W3Schools Online Web Tutorials </li></ul><ul><li>   </li></ul><ul><li>  </li></ul><ul><li>Writing for the Web </li></ul><ul><li>by Jakob Nielsen ,  PJ Schemenaur, and Jonathan Fox </li></ul><ul><li> </li></ul><ul><li>SEO Tips </li></ul><ul><li> </li></ul>
  20. 20. Be my friend <ul><li>[email_address] </li></ul><ul><li>  </li></ul><ul><li> </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>
  21. 21. Glossary <ul><li>Organic Search Results </li></ul><ul><li>Listings the search engine will find on its own. These appear in the main body of the page. Free and uninfluenced by paid listings.  </li></ul><ul><li>  </li></ul><ul><li>Robots/Bots/Crawlers/Googlebot/ </li></ul><ul><li>Spiders (serach engine spiders) </li></ul><ul><li>Search engines index the web. Robots is a term used to describe the programs or algorithms that index or read web pages. </li></ul><ul><li>  </li></ul><ul><li>You can check your visitor logs for the google bot. The IP address will begin with 216. </li></ul><ul><li>  </li></ul><ul><li>Freshbot </li></ul><ul><li>The daily googlebot that trawls the web looking for fresh content. IP address begins with 64. </li></ul><ul><li>Directories A list (database) of sites; like the yellow pages of the internet that are searchable. Major search engines contain directories that are different to their search results pages. There are many different kinds of directories. A government tourism site listing travel resources may be a directory, an educational institution listing links may be a directory. Eg open directory project </li></ul>
  22. 22. Glossary <ul><li>Search Engine Result Pages (SERPS) </li></ul><ul><li>The pages that appear after you have conducted a search </li></ul><ul><li>  </li></ul><ul><li>Search Engine Optimisation (SEO) </li></ul><ul><li>The practise of coding and writing a web page in order to make it easier for search engines to index </li></ul><ul><li>Keywords </li></ul><ul><li>terms that people may use to search for your site within a search engine. </li></ul><ul><li>  </li></ul><ul><li>Page Rank </li></ul><ul><li>A Google term – a representation of the quality and relevance of content on a page. Content is assessed in relation to subject category. </li></ul><ul><li>Paid Listing/Sponsored Links </li></ul><ul><li>Advertisements that appear separately to organic results. Paid listing will always comprise of advertisements that are relevant to the search term entered. The relevancy is determined by keywords; which are auctioned. </li></ul><ul><li>  </li></ul><ul><li>Pay Per Click </li></ul><ul><li>A search advertising campaign; same as a paid listing. A site may appear in the paid listing list, but a charge is only incurred if someone clicks onto the link. </li></ul><ul><li>  </li></ul>