Internet business writing and seo


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Internet business writing and seo

  1. 1. Internet Business Writing and Search Engine Optimization For more information, please contact: [email_address]
  2. 2. Class Overview <ul><li>Two Sections: </li></ul><ul><li>First – Internet Business Writing. </li></ul><ul><ul><ul><li>Structure of page. </li></ul></ul></ul><ul><ul><ul><li>Headline – Attention grabber. </li></ul></ul></ul><ul><ul><ul><li>Reduce text by 50%. </li></ul></ul></ul><ul><ul><ul><li>Writing style and tone. </li></ul></ul></ul><ul><ul><ul><li>Spelling and style guides. </li></ul></ul></ul>
  3. 3. Class Overview <ul><li>Two Sections: </li></ul><ul><li>Second – Search Engine Optimization. </li></ul><ul><ul><ul><li>What is SEO and why is it so important? </li></ul></ul></ul><ul><ul><ul><li>How do I optimize? </li></ul></ul></ul><ul><ul><ul><li>Don’t add a headline. </li></ul></ul></ul><ul><ul><ul><li>More specific = Better results </li></ul></ul></ul><ul><ul><ul><li>Don’t lose text in images. </li></ul></ul></ul><ul><ul><ul><li>Google Zeitgeist. </li></ul></ul></ul>
  4. 4. Questions If you have specific questions that you would like addressed, please feel free to use the pads provided on each table and post on the right board.
  5. 5. Internet Business Writing
  6. 6. Internet Business Writing <ul><li>Writing for collateral and writing online content involves two contradictive methods. </li></ul><ul><li>Print-targeted writing includes the following factors: </li></ul><ul><ul><li>Attentive reader. </li></ul></ul><ul><ul><li>Structured format. </li></ul></ul><ul><ul><li>Desired length. </li></ul></ul><ul><ul><li>Flow of writing. </li></ul></ul>
  7. 7. Internet Business Writing <ul><li>Online-targeted writing includes the following factors: </li></ul><ul><ul><li>Overexposed reader. </li></ul></ul><ul><ul><li>Focus on attention grabber – headline. </li></ul></ul><ul><ul><li>Active voice. </li></ul></ul><ul><ul><li>Presentation of Web page. </li></ul></ul>
  8. 8. Writing Content for the Web Keep your message clear and concise. Don’t write lengthy introductions or information that is not necessary.   Remember that you are fighting to keep the reader’s attention with instant messaging, e-mails, banner ads, and so much more.   Use bullets with bookmarks or anchors linking to additional information within the Web page to structure the layout gaining the reader’s attention and interest.
  9. 9. Questions to Before Writing
  10. 10. Writing Content for the Web Review the handouts on your table. Which page communicates the information more clearly?
  11. 11. Writing the Headline Don’t just title your page, use the page to grab the reader’s attention from the first glance. Which example helps you to understand the information available? Locations or Nearby Widget Retail Stores Hours, Addresses, and Telephone Numbers
  12. 12. Reduce by 50% As a guideline, when you are writing for a Web page reduce the printed text by 50% (Price and Price, 2002). Instead of writing long paragraphs, break text up with bullets, numbered lists, or tables. A typical paragraph online only needs to be two or three sentences (Price and Price, 2002). The idea is to communicate directly to the reader with the exact information about the topic. Too much information increases the chance of the reader leaving your Web page.
  13. 13. Basic Reminders <ul><li>Spell check </li></ul><ul><ul><li>SharePoint does not automatically check spelling your spelling. </li></ul></ul><ul><li>Ask a second person to read your text. </li></ul><ul><li>Utilize style guides – </li></ul><ul><ul><li>Four of the most common style guides: </li></ul></ul><ul><ul><li>APA – American Psychological Association Style. </li></ul></ul><ul><ul><li>Chicago Manual of Style. </li></ul></ul><ul><ul><li>MLA – Modern Language Association. </li></ul></ul><ul><ul><li>Turabian Manual of Style. </li></ul></ul>
  14. 14. Search Engine Optimization
  15. 15. What is It? Search engine optimization is a process of improving the amount of traffic to Web site from search engines through specific keyword searches.
  16. 16. What is It? Search engine optimization is a process of improving the amount of traffic to Web site from search engines through specific keyword searches. When a person searches with specific key words, search engine optimization connects relevant pages.
  17. 17. How Do I Optimize? In SharePoint, click on Page and then Page Settings and Schedule:
  18. 18. How Do I Optimize? Enter text to describe your page. Include keywords and specific terms. Don’t forget to also enter synonyms of your keywords to get your page optimized in search engines.
  19. 19. Don’t Add a Headline In SharePoint, your headline automatically appears.
  20. 20. More Specific = Better Results Provide as much specific information as possible to help people who are searching find your Web pages.
  21. 21. Don’t Lose Text in Images Search engines cannot use text if it is hidden in images. Instead, use graphics to visually enhance a page and keep text separate.
  22. 22. Google Zeitgeist Find out what other people are searching for and what is trending:
  23. 23. References Kent, P. (2004). Search engine optimization for dummies. Indianapolis, Indiana. Wiley Publishing. Price, J. and Price, L. (2002). Hot text: Web writing that works . Indianapolis, Indiana. New Riders.