Online writing, design and SEO

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  • If people don’t see your cont, they will not interact with it How do you communication, not necessarily what. Make things for people. 2. Those people aren’t you. all websites rely on text and font to convey their message to readers. 2/3 to 90% of design
  • First 10 results in health comm literature.. Default in google is 10.
  • According to Nielsen/NetRatings, there are 157 million active Internet users in the U.S., and 127 million of them are active search engine users. 73% of americans go online nearly 50% of those online have been to video sharing sites us Google 62.9% (down 0.1% from August) Yahoo 20.2% (up 0.6%) AOL 4.1% (down 0.2%) Microsoft 8.5% (up 0.2%) Ask 4.3% (down 0.5%) the top engines account for over 94% of all search volume in the US. Since June 2006, Google (www.google.com) has increased its share from 59.3% to 60.2%, Yahoo! Search (search.yahoo.com) has increased from 22.0% to 22.5% and MSN Search (search.msn.com) has decreased slightly from 12.1% to 11.8%. Jupiter research http://www.iprospect.com/about/researchstudy_2007_offlinechannelinfluence.htm http://www.iprospect.com/premiumPDFs/researchstudy_2007_offlinechannelinfluence.pdf http://www.pewinternet.org/pdfs/PIP_Search_Aug08.pdf
  • Why can’t you find it by searching? -poorly technically architected -link dilution and lack of links (both internal and external) In this case, the videos videos show up in search results because just not optimized (“coke sues” are common titles” and videos do show up for that search, but that isn’t the likely search query) -talk briefly about how to optimize youtube videos for search (have slide on this) Or just say that it’s important and work with search team to do it --all youtube videos are randomly submitted with bad titles, descriptions ,etc. http://www.youtube.com/watch?v=YS7qO8O5jLs&feature=related Once the ranking issue is fixed, and they can find the URLs, here are the reason the actual results are so poor: No HTML. Lots of tech issues. Involve the seo team early so they can help you build the media asset right the first time
  • Outside of site content. More pressure on communicators to know how to connect their content
  • The web has a large number of sources with no facts Melanoma is the most dangerous type of skin cancer. It is the leading cause of death from skin disease.
  • The web has a large number of sources with no facts Melanoma is the most dangerous type of skin cancer. It is the leading cause of death from skin disease.
  • Talk like your readers. Brains are on autopilot when searching. They are critical info seekers, they use it for communication and socialization. Research shows that students google. . Small Vocabulary. Rely on keywords given to them by instructors and keywords. Don’t do second searches using other keywords. Will go to another search engine and will avoid the library and books and journals. Minimize search time Top results means that they are effective Trends: hot trends, search queries, updated hourly :seeing what people are looking for…. Type in blog topic or post idea. Insight: list top searches related to your term. Social media. Adwords: understand the volume of keywords and related terms. Spelling, volume, see what people are interested in. Understanding users, tags… MUST LOGIN AND HAVE A WEBSITE, WHEN PEOPLE SEARCH FOR A TOPIC DEPENDING UPON THEIR LOCATION, YOUR AD WILL APPEAR OFF TO THE SIDE. PAY WHEN PEOPLE CLICK ON YOUR SITE.
  • http://www.sfgate.com/ Topic Specific… Search bar. Intent = browse vs. search Google. Overwhelmed. Gen New Junkies. Scan for interests because there is too much info on screens. Default to their biases. Of course that is if they go to your site. Greater liklihood that Google will provide the required information that most sites. That is because they focus on the news of the day/ Addressing credibility . Site design ranks top and information design is a close second. Reputation: quality and cognitive authority Assess crediblity 2-3 seconds. People will spend 30 seconds on a homepage. Only evaluate info source if the info is crucial… direct profound effect on them. Users spend, on average, 25 seconds on a home page and only 47 seconds on secondary pages, according Nielson Norman Group
  • http://www.detnews.com/article/20090409/SCHOOLS/904090410/DPS+to+cut+600++close+23+schools Site design On the web people move quickly so we have to adapt to their behavior. Usuability is the ability to which your product achieves user goals and satisfaction. that we generally read 25 percent more slowly on the screen. White space
  • Implications of the F Pattern: Users won't read your text thoroughly in a word-by-word manner. The first two paragraphs must state the most important information. Start subheads, paragraphs, and bullet points with information-carrying words If you need to say something, you absolutely must say it at the top, because… Users aren’t going to read each and every word on the page. In fact, most readers won’t really even bother reading the excerpt of an article. Anything past a headline is probably only going to be there for SEO purposes. Images and Headlines are only reliable if they are interesting and engaging.
  • Front-laod headlines Don’t read entire sentence
  • Google pays attention to first 60 characters.
  • Antonenko Niederhauser 2010, Searching. Suffering for info overload. Should not have to figure out what they story is about. Ledes orient and prepare the reader. Positive effects on learning and reduces cognitive load.Organizers of information.
  • Studies have found that the more words you add to a web page the less time people spend reading it . ne study found that users only spend about 4.4 seconds on a page for every 100 words of content. Links are how you add depth.
  • Lg. blocks of text are your enemy. impossible to quickly draw out the key points from a long paragraph, Visual communication beyond visuals Ea pg conveys a single idea Must not repeat Use pull quotes to draw people in, but also give people a break
  • Jakob Nielsen, a Web usability researcher. I read more quickly on the screen and edit out about 40 percent of what appears before my eyes. If you haven’t told me what you want by line four of your e-mail, trust me, I didn’t get the message.
  • Users decide whether to read with what is above the fold. Many skip photo unless of info value. No real info below the fold. Story tools are below the fold. Cropped, one face and smiles (no excessively detailed- desert vs inside of restaurant), high quality Subconsciously, people will skip the items they aren’t looking for and this often includes pictures that might look like glossy advertisements. Pictures can often become an obstacle course to the information a user is seeking,
  • If it does work. Too bad. Ads :10 and inform them how long. Put above the fold Text, Photos, and Video. Hate talking head video. Useful for background for interested parties. keep it short. Typically, Web videos should be less than a minute long. avoid using video if the content doesn't take advantage of the medium's dynamic nature
  • Wishes people will tell you that students are good enough. It is hard work, and some people are not cut out for it.
  • http://www.mediastorm.com/publication/undesired
  • Looking for the human condition. Likes cliches. He wants to be moved. Training resources Evergreen, not deadline-driven
  • Diversity your portfolio Either be the cat on the fan or do a story on darfur. Journalists are stuck in the middle. People will spread it for you. Quality matters.
  • Live to serve your reader. This is the definition of quality. Matt Thompson. Synthesis: “The combining of the constituent elements of separate material or abstract entities into a single or unified entity.” Aggregation: “A group or mass of distinct or varied things, persons, etc. Collection into an unorganized whole.” Everyone suffers from info overload, but what are you doing to help rather than hurting the info overload problem. Newshole cant be filled
  • Online writing, design and SEO

    1. 1. Help People “See” Serena Carpenter http://serenacarpenter.com @drcarp
    2. 2. <ul><li>What is SEO? </li></ul>
    3. 3. Search Engine Optimization (SEO) <ul><li>Optimizing a website for search engines so people can find your content </li></ul><ul><li>25/75 rule or 20/80 rule </li></ul><ul><ul><li>On-page elements and marketing </li></ul></ul>
    4. 4. Everybody Searches! 157 million active Internet users in the U.S., and 127 million of them are active search engine users. -Nielsen/NetRatings
    5. 5. 25% of SEO (page) (Hubspot) <ul><li>Page Title </li></ul><ul><li>Headings </li></ul><ul><li>Page text </li></ul><ul><li>Bold </li></ul><ul><li>First few sentences </li></ul>First few words (50-100, but hopefully even sooner) of a page's text content.
    6. 6. 25% of SEO = (code) <ul><li>Meta tags </li></ul><ul><ul><li>http://www.public.asu.edu/~smwester/shannawester </li></ul></ul><ul><li>URL </li></ul><ul><ul><ul><li>Alt text on images/video (img file name & alt tags) </li></ul></ul></ul>
    7. 7. Attach text to multimedia/animation <ul><li>No HTML </li></ul><ul><li>Search engines can’t read text in images, Flash, video </li></ul><ul><li>Need description tag </li></ul>
    8. 8. 75% of SEO = Marketing (Hubspot) <ul><li>Social media can help brand’s overall search presence </li></ul><ul><li>Recommendation from friends </li></ul><ul><ul><li>“ I know Mike Smith.” </li></ul></ul><ul><ul><li>“ Mike Smith is a marketing expert.” </li></ul></ul><ul><li>Links to your site are online recommendations </li></ul><ul><ul><li>Use social media and comments to encourage people link to you </li></ul></ul>
    9. 9. SEO Tips <ul><li>Use the language of your customer/reader </li></ul><ul><li>Make sure your text is extractable </li></ul><ul><ul><li>Thoughtful use of multimedia (Flash, JavaScript, video) </li></ul></ul><ul><li>Provide the most relevant, useful info </li></ul><ul><li>Share (and gain links) </li></ul>
    10. 10. Information Scatter <ul><li>What is a melanoma? </li></ul>
    11. 11. Information Scatter <ul><li>What is a melanoma? </li></ul><ul><li>What are the risks and preventive factors for melanoma? </li></ul><ul><ul><li>728 unique pages (336 facts) </li></ul></ul>
    12. 12. Finding Keywords <ul><li>Google Trends </li></ul><ul><li>Google Insights for Search </li></ul><ul><li>Twitter Streamgraphs </li></ul><ul><ul><li>Latest 200 words related to search term </li></ul></ul>
    13. 15. Make it easy to scan <ul><li>Clean hands prevent infections. Keeping hands clean prevents illness at home, at school, and at work. Hand hygiene practices are key prevention tools in healthcare settings, in daycare facilities, in schools and public institutions, and for the safety of our food. Handwashing can prevent infection and illness from spreading from family member to family member and, sometimes, throughout a community. The basic rule is to wash hands before preparing food and after handling uncooked meat and poultry, before eating, after changing diapers, after coughing, sneezing, or blowing one's nose into a tissue, after using the bathroom, and after touching animals or anything in the animal's environment. </li></ul><ul><li>Clean hands prevent infections and illness. </li></ul><ul><li>Wash hands before: </li></ul><ul><ul><li>Preparing food. </li></ul></ul><ul><li>Wash hands after: </li></ul><ul><ul><li>Changing diapers. </li></ul></ul><ul><ul><li>Handling uncooked meat and poultry. </li></ul></ul><ul><ul><li>Coughing, sneezing, or blowing one's nose into a tissue. </li></ul></ul><ul><ul><li>Using the bathroom. </li></ul></ul><ul><ul><li>Touching animals. </li></ul></ul>
    14. 16. Make it easy to scan <ul><li>Clean hands prevent infections. Keeping hands clean prevents illness at home, at school, and at work. Hand hygiene practices are key prevention tools in healthcare settings, in daycare facilities, in schools and public institutions, and for the safety of our food. Handwashing can prevent infection and illness from spreading from family member to family member and, sometimes, throughout a community. The basic rule is to wash hands before preparing food and after handling uncooked meat and poultry, before eating, after changing diapers, after coughing, sneezing, or blowing one's nose into a tissue, after using the bathroom, and after touching animals or anything in the animal's environment. </li></ul><ul><li>Clean hands prevent infections and illness . </li></ul><ul><li>Wash hands before : </li></ul><ul><ul><li>Preparing food. </li></ul></ul><ul><li>Wash hands after : </li></ul><ul><ul><li>Changing diapers </li></ul></ul><ul><ul><li>Handling uncooked meat and poultry. </li></ul></ul><ul><ul><li>Coughing, sneezing, or blowing one's nose into a tissue. </li></ul></ul><ul><ul><li>Using the bathroom. </li></ul></ul><ul><ul><li>Touching animals. </li></ul></ul>
    15. 17. User don’t read. They scan.
    16. 18. Write for Human Searchers <ul><li>Rule of 2 </li></ul><ul><ul><li>Two words of headlines </li></ul></ul><ul><ul><li>Two words of sentence </li></ul></ul><ul><ul><li>Two paragraphs </li></ul></ul>
    17. 19. Searchable Headlines <ul><li>Don't use puns, metaphors or wordplay </li></ul><ul><li>Frontload with keywords </li></ul><ul><li>F irst 45 - 60 characters </li></ul>
    18. 20. Summary Deck <ul><li>Brief summary under headline </li></ul>
    19. 21. Structure <ul><li>Shorter articles </li></ul><ul><ul><li>300-400 words </li></ul></ul><ul><ul><li>600-800 words </li></ul></ul><ul><li>Short sentences </li></ul><ul><ul><li>Subject-Verb-Object </li></ul></ul><ul><ul><li>One idea per sentence (which, and) </li></ul></ul><ul><ul><ul><li>Two sentences or eliminate words </li></ul></ul></ul><ul><ul><li>Broadcast & print </li></ul></ul><ul><li>Single-spaced </li></ul><ul><li>One space between paragraphs </li></ul>
    20. 22. Text Formatting <ul><li>Paragraph chunks </li></ul><ul><ul><li>1 – 3 sentences </li></ul></ul><ul><ul><li>Don’t indent </li></ul></ul><ul><li>Subheadings </li></ul><ul><ul><li>If text exceeds 300 words or more </li></ul></ul><ul><li>Pull quotes </li></ul><ul><li>Lists </li></ul>
    21. 23. Write concise <ul><li>Go back and edit </li></ul><ul><ul><li>Don’t start with “There are/is” </li></ul></ul><ul><ul><li>Delete “very” </li></ul></ul><ul><ul><li>Delete “of the” </li></ul></ul><ul><ul><li>Delete “always” “existing” </li></ul></ul><ul><ul><li>Just “to” and not “if you want to” or “in order to” </li></ul></ul><ul><li>ACTIVE voice – Home prices fall. Home prices crash. </li></ul><ul><li>Periods and commas inside quotation marks </li></ul><ul><li>No punctuation in headlines </li></ul>
    22. 24. Lists <ul><li>Providing a Service </li></ul><ul><ul><li>Contact info </li></ul></ul><ul><li>Stats </li></ul><ul><li>Background Information </li></ul><ul><ul><li>History </li></ul></ul><ul><li>Instructions </li></ul>
    23. 25. Linking <ul><li>1 – 2 words </li></ul><ul><li>Text around link should be descriptive </li></ul><ul><li>Link with purpose </li></ul><ul><li>Link outbound </li></ul><ul><li>No “ click here ” or full URLs </li></ul>
    24. 26. Photos
    25. 27. Video
    26. 28. Blogs <ul><li>About or Contact page </li></ul><ul><ul><li>Email, pic, and bio </li></ul></ul><ul><li>Post (LOOK AT HANDOUT) </li></ul><ul><ul><li>At least one link </li></ul></ul><ul><ul><li>Original </li></ul></ul><ul><ul><li>Writing </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><ul><li>Stats </li></ul></ul></ul><ul><ul><li>Informational or entertainment value </li></ul></ul><ul><li>Blogroll </li></ul><ul><li>Comment </li></ul><ul><ul><li>Comment URL and comment text </li></ul></ul>
    27. 29. BRIAN STORM <ul><li>Photo-j grad student at Mizzou </li></ul><ul><li>Frustrated by nps bc only one photo and a caption </li></ul><ul><ul><li>Felt incomplete as photographer because he could not tell story or share context </li></ul></ul><ul><li>MSNBC.com – multimedia director </li></ul><ul><li>Launched MediaStorm 2005 </li></ul><ul><ul><li>Purpose-driven, not profit-driven company - MediaStorm publishes diverse narratives that speak to the human condition </li></ul></ul>
    28. 31. MediaStorm <ul><li>Rich detail </li></ul><ul><li>Timeless, relevant </li></ul><ul><li>In-depth, high-quality visual storytelling </li></ul><ul><li>Innovation – mashing photoj, interactivity, animation, audio and video </li></ul><ul><li>Audience of one </li></ul><ul><li>What binds us humans? </li></ul><ul><ul><li>Few details </li></ul></ul><ul><ul><li>Engage people emotionally </li></ul></ul>
    29. 32. Tips <ul><li>Let subject tell instead of “a beautiful TV person” </li></ul><ul><ul><li>“ It’s not about multimedia – it’s all about these touch points that we can use to inform people.” </li></ul></ul><ul><ul><li>“ We use text b/c it is the non-emotional way of giving information. Viewers read the text in their own voice.” </li></ul></ul><ul><li>Let images breath </li></ul><ul><ul><li>Leave on screen 2.5 – 4 seconds ( Rape of a Nation) </li></ul></ul><ul><li>Look at every single picture and video </li></ul><ul><ul><li>Get rid of elements you don’t need </li></ul></ul><ul><ul><li>http://mediastorm.org/0017.htm </li></ul></ul>
    30. 33. Story structure <ul><li>Flip-style animation </li></ul><ul><ul><li>Gradual changes between still images to simulate motion </li></ul></ul><ul><ul><li>Treating images like video </li></ul></ul><ul><ul><li>http://mediastorm.org/0011.htm </li></ul></ul>
    31. 34. Story structure <ul><li>Add animation </li></ul><ul><li>Map in Ivory Wars 5:15 </li></ul><ul><li>http://mediastorm.org/0016.htm </li></ul>
    32. 35. Reaching your users <ul><ul><li>Sells DVDs or related books to topics </li></ul></ul><ul><ul><li>Consults </li></ul></ul><ul><ul><li>Production company </li></ul></ul><ul><ul><li>eBay style marketplace </li></ul></ul><ul><ul><ul><li>News orgs bid rights to run content on their sites </li></ul></ul></ul><ul><ul><li>Rely on bloggers </li></ul></ul><ul><ul><ul><ul><li>In 1 year, 500% increase in traffic to MediaStorm </li></ul></ul></ul></ul><ul><ul><li>Learn about business and get an entrepreneurial spirit. </li></ul></ul><ul><ul><li>Learn about marketing and spreading social awareness </li></ul></ul><ul><ul><ul><li>Choose stories that must be worthy enough to share with others and donate </li></ul></ul></ul><ul><ul><ul><li>“ Don’t be the noise in the middle.” </li></ul></ul></ul>
    33. 36. Quality <ul><li>Are we making our community feel better-informed or merely distracted? </li></ul><ul><li>Are we synthesizing information, or merely aggregating it? </li></ul><ul><li>How are we serving those who know [nothing | a lot] about the topic? </li></ul><ul><li>How are we managing our own info overload ? </li></ul>
    34. 37. Class <ul><li>Lecture: class with Brian Storm at 4:30 in Rm 314 </li></ul><ul><li>Google Brian or go to MediaStorm </li></ul><ul><ul><li>Prepare a list of 10 questions to ask him </li></ul></ul><ul><li>Buy your hard drives!!!! </li></ul>

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