In this presentation, Tony Gonzalez, enterprise reporter for Nashville Public Radio, helps journalists: --write ledes for smartphones that are concise and search-optimized. --write accurate, click-worthy headlines for smartphones that are optimized for search and social. It is accompanied by a handout, "Beyond Clickbait: Mobile Headlines 101." Both were prepared for NewsTrain in Murfreesboro, Tennessee, on Sept. 30-Oct. 1, 2016. NewsTrain is a training initiative of Associated Press Media Editors. More info: http://bit.ly/NewsTrain

1. Tony Gonzalez
WRITING FOR MOBILE

2. TONY GONZALEZ
NASHVILLE PUBLIC RADIO

3. MOBILE 101: GROWTH
Source: Reuters Institute for the Study of Journalism
48%
30%

4. MOBILE 101: SUPER USERS

5. Mobile
is
social

6. 1 story, 3 mobile views

7. Mobile critique

8. Mobile critique
Does the story fit?
Can you see the lede?
Is the headline
truncated?
Do graphics function?

11. Mobile critique

13. Mobile critique

14. Mobile critique

15. Mobile critique

16. Your turn.
 Does the story fit?
 Can you see the lede?
 Is the headline truncated?
 Do graphics function?

17. Content-management
systems
Which
systems do
you use?

18. Content-management
systems

19.  GOAL: Sharpen our ledes and
craft concise summaries/lists for
mobile readers.
 GOAL: Write accurate, click-
worthy headlines that are
optimized for search and social.
OVERVIEW:
TODAY’S WORKSHOP

20. WRITING FOR MOBILE

21.  Stay conversational.
Mobile foundations

22.  Many mobile users scan before
they read.
 Bullet points and breakout lists
give max value at a quick glance.
Mobile foundations

23. Subheads

24. Bullet points

25.  If you can say it better than your
source, skip the long quote.
Mobile foundations

26. Mobile-writing exercise 1
 Open your app / mobile site.
 Identify a story that could be
more mobile-friendly with:
 a bulleted list
 1 or more subheads

27.  Know — when your audience is
present
 Understand — what they’re
searching for
 Fill — all available story fields
BEFORE YOU PUBLISH

28. Know when they’re reading
Desktop
Mobile web
iPhone
app
iPad app
8 a.m. Noon 8 p.m.

29. Check Google News & Trends

30. Fill all fields

31. Fill all fields

32.  Title photo files something other
than “IMG_8888.”
 When uploading, fill the ‘alt text’
and ‘title text’:
A word about photo files
Not so good: <img src="puppy.jpg" alt="____"/>
Better: <img src="puppy.jpg" alt="puppy"/>
Best: <img src="puppy.jpg" alt="Dalmatian puppy play fetch">

33. MOBILE HEADLINES
& SEO

34. It’s fierce out there.

35. SEARCH MATTERS
Source: API

36.  Write about implications, not
events.
Mobile-headline mentality

37.  Write about implications.
Mobile-headline mentality

38.  Write about implications.
Mobile-headline mentality

39.  Headlines make a promise — be
sure to deliver.
Mobile-headline mentality

40. (A) How kinky are Globe readers?
Take your best guess
(B) We asked. You more than
answered. The results of The
Globe's sex survey
A/B QUIZ 1

41. (A) How kinky are Globe readers?
Take your best guess
(B) We asked. You more than
answered. The results of The
Globe's sex survey
A/B QUIZ 1

42. (A) How kinky are Globe readers?
Take your best guess
(B) We asked. You more than
answered. The results of The
Globe's sex survey (+150%)
A/B QUIZ 1

43. (A) Why organic produce may be
worth the money
(B) Organic produce may be
smaller, but it’s mightier in
nutrients
A/B QUIZ 2

44. (A) Why organic produce may be
worth the money
(B) Organic produce may be
smaller, but it’s mightier in
nutrients
A/B QUIZ 2

45. (A) Why organic produce may be
worth the money (+353%)
(B) Organic produce may be
smaller, but it’s mightier in
nutrients
A/B QUIZ 2

46. (A) 5 minutes, 8 robbers, a $50-
million haul in diamonds
(B) How 8 robbers stole $50-
million in diamonds — in 5
minutes
A/B QUIZ 3

47. (A) 5 minutes, 8 robbers, a $50-
million haul in diamonds
(B) How 8 robbers stole $50-
million in diamonds — in 5
minutes
A/B QUIZ 3

48. (A) 5 minutes, 8 robbers, a $50-
million haul in diamonds
(B) How 8 robbers stole $50-
million in diamonds — in 5
minutes (+38%)
A/B QUIZ 3

49. A/B QUIZ 4

50. A/B QUIZ 4
(+51%)

51.  It’s specific
 It’s easy to understand
 It prompts a reaction
 It’s not overly clever
 It captures the spirit of the story
Headline Checklist

52. Specific.
Understandable.
Spirited.

53. Original:
Atlantic Aviation appeals proposed
private jet facility at San Jose airport
Revised:
Google’s plan to park jets at San Jose
airport is challenged by competitor
Headline Checklist

54. Original:
Environmental, animal welfare groups
move to ban lead bullets for all
hunting in California
Revised:
Ban on lead bullets pushed for all
hunting in California
Headline Checklist

55.  Start the headline with a
keyword, then a colon.
Simple headline methods

56.  Start the headline with a
keyword, then a colon.
Simple headline methods

57. SEO Pro Tip

58.  Try writing in full sentences.
Simple mobile methods

59.  Brainstorm more options than
you need.
Dogs Rabies Vaccines Nashville
Simple mobile methods

61.  Google displays the first 55-60
characters
More SEO Tips

62.  Headlines get a
boost with:
“this”
“that”
“these”
More SEO Tips

63. SEO KEYWORDS

64. SEO KEYWORDS

65.  Use the keyword early in headline
 Place keyword early in first graf
 Avoid filler words that disrupt the
keyword /keyword phrase
SEO Keywords

66.  Avoid synonyms for synonym sake
 Include keyword in captions
 Use the keyword in related links
SEO Keywords

67. Original:
Stanford abuzz over link to make-believe leading lady in Notre
Dame football star’s love hoax
Revised:
Manti Te’o hoax has Stanford abuzz over link to fake girlfriend
SEO in action

68. Headline exercise 1
 Write a mobile-friendly headline.
 Should it be different for social or search?

69. How The World’s Biggest Beer Company Failed At Total
Domination
Budweiser’s Owner Wants To Buy Coors And Miller — But Can’t
Headline exercise 1

70. Headline exercise 2
 Write a mobile-friendly headline.
 Should it be different for social or search?

71. On Instagram’s Birthday, These Are The 5 Most Popular Feeds
Instagram’s Most Popular Feeds Have One Thing In Common
Headline exercise 2

72. Headline exercise 3
-> Reopen your mobile site and
choose a top story.
 Rework the headline.
 Brainstorm at least 3 ideas.

73. MENTALITY
 Write about implications.
 Deliver on a promise.
 Keep it simple.
Mobile-headline writing
TUNE UP YOUR SEO
 Keep it to 55 characters
 Include team names
 Try “this” or “these”
SIMPLE TRICKS
Start with Keyword: ___
Write in full sentences.
Brainstorm.
CHECK THE CHECKLIST
It’s specific
It’s easy to understand
It prompts a reaction
It’s not overly clever
It captures the spirit

74. TONY GONZALEZ
@TGONZALEZ
@GONZALEZREPORTS
TGONZALEZ@WPLN.ORG