The document outlines key strategies for effective online writing presented by Jamie Smith at WordCamp Fayetteville 2017. It covers essential topics such as SEO, formatting, good writing practices, and editing tips, emphasizing the importance of adapting content for online audiences. The document also provides various resources and tools to enhance writing skills and reach a wider audience.

1. Using WordPress to develop
effective online writing
WordCamp Fayetteville 2017

2. Jamie Smith
Jamie’s Notebook
Jamiesnotebook.com
jamie@jamiesnotebook.com
@JamiesNotebook

3. What to expect
● Online vs print writing
● Tips for SEO
● Tips for online formatting
● Tips for good writing
● Tips for editing
● Resources

4. Online vs Print
Same but different

5. How they’re the same
● Good writing always vital
● Bad writing diminishes credibility

6. How they’re different
● Print: one audience
● Online: two audiences

7. Online writing
How is online writing unique?
● SEO
● Layout/Formatting
● Online reading habits

8. Tips for SEO
Links, keywords and meta...oh my!

9. Keywords
● Search terms
● Singular words (short-tail)
● Phrases (long-tail keywords)
● Use frequently, but artfully

10. Tips for keywords
● Make list before writing (some use AdWords).
● During editing, add keywords where they make sense.
● Use in the main copy, in the headlines, subheads and in
the SEO plug-in

11. Links
● Provides additional info
● Enhances credibility.
● Improves SEO.

12. Tips for links
● Link to entities you mention.
● Link to your own blog posts or website pages if you refer to a
topic you’ve already written about.
● Use the hyperlink tool (looks like a sideways 8) instead of
listing the actual link.
● Links too close together make it not mobile friendly.

13. Meta or “backend”
● Words on backend for search engines to see, not the reader
● Possible locations: ALT text, SEO plug-in, page names, etc.

14. Tips for “backend” SEO
● Two favorite plug-ins: Yoast or All-In-One SEO
● ALT text in photos helps SEO and visually-impaired
● Page names and site meta data (can vary by theme)
● Don’t neglect this

15. Tips for online formatting

16. Formatting/Layout
● Content must be skimmable
● Remember online reading habits

17. Formatting/Layout Tips
● Create sections with subheads
● Bold print
● Use headline html options for subheads
● Use lists instead of long sentences
● Numbers:order matters
● Bullets:order does not matter
● Consider F-pattern

18. Tips for good writing
Better writing is easier to read

19. Use strong, active sentences
● Avoid “there are” and “it is”
● Avoid using “crutch” words
● Avoid passive voice

20. Cut out wordiness
● Can it be said better, simpler?

21. Ditch the qualifiers!
● You don’t have to qualify that it’s your opinion.
● Own it!

22. Inclusive language
● Political correctness: annoying and changes
● Inclusive: be kind, use appropriate terms
● Google terms
● Gender neutral where appropriate
● People-first language

23. Punctuate effectively
● No semicolons at the end of each list point
● Oxford comma
● Exclamation points!
● Contractions?

24. Miscellaneous problems
● Dates: May 31 not May 31st
. June 2 not June 2nd
● Years only use when necessary
● Piqued/Peeked/Peaked, etc.
● No goofy quotation marks

25. Tips for editing
No red pen required

26. Tips for editing
● Give it a rest
● Read out loud
● Search for common issues
● Use plugins/apps to help

27. There’s a plug-in for that
● JetPack
● After Deadline
● Grammarly (app)

28. Resources

29. Online resources
● Hubspot.com (Marketing advice)
● Grammarist.com (Looking up grammar/writing rules)
● Socialmediaexaminer.com (good resource for social media marketing)
● WordPress.com (WordPress questions, etc.)
● Dictionary.com
● UrbanDictionary.com
● Thesaurus.com
● Google AdWords