writing & seo
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Content that Connects:
Online Writing and SEO
http://serenacarpenter.com
http://scarpenter.asu.edu/wordpress
Poynter Eyetrack Research
• 2003– Difficult to read on screen, so they read less– Scan for interests– Text, then photos, then graphics
• 75% read all of text (online) vs. 20-25% (print)
• 2007– 77% of online text read and 63% finish– Maps & graphics (88%)
Structure
• Shorter stories– 300-400 words– 600-800 words
• Short sentences– Subject-Verb-Object– One idea per sentence (which, and)
• Two sentences or eliminate words
– A combo of broadcast & print
• Single-spaced• Spaces between paragraphs
– http://www.venturacountystar.com/news/2008/mar/13/oaks-christian-asked-to-find-new-league/
Text Formatting• Paragraph chunks (1 – 3 sentences, no more than 5)
– Don’t indent• Headings within text (boldface)
– Informational, not clever subheadings• If text exceeds 300 words or more
• Pull quotes– Make your article as 'scannable' as possible– http://cronkitezine.asu.edu/spring2008/hats.html
• Lists– Keep short– http://www.denverpost.com/ci_4872351
Photos
• Use your own photos
• Avoid mug shots
• Close-ups better
• Add info value or draw reader in
Graphics
• Maps– http://cronkitezine.asu.edu/specialprojects/eco
nomy/housing.html
• Excel– Bar chart or pie chart– http://msujrn.com/meridian/schools/technolog
y/technology.html
• Users understand better and faster when information is presented visually
Lists
• Providing a Service– Contact info
• Stats
• Background Information– History
• Instructions
Video
• Is it justified?
• Does it enhance or complement the story? Should not be redundant.
Linking
• 1 – 2 words• Clickworthy - Link with purpose
– Lose their trust• Link outbound
– NBC’s Chicago affiliate begins to act as guide, rather a TV station
– http://www.nytimes.com/2007/09/27/world/middleeast/27contractor.html?_r=1&hp&oref=slogin
• No “click here” or full URLs
Searchable Headlines
• Don't use puns, metaphors or wordplay
• Google pays greatest attention to the first 60 characters– Many RSS feeds cut the headline off after 60– AP – 40 characters– Unique, urgent, short, rewarding
(copyblogger.com)– www.cnn.com
Headline: Good or Bad?
Summary Deck
• Major online stories must be accompanied by a headline and summary deck
• Brief summary under headline– After the headline this paragraph can be the
next section of text search engines read, so include keywords.
– http://www.roanoke.com/news/breaking/wb/113294
– http://www.cnn.com/2009/HEALTH/02/02/kroger.recall.salmonella/index.html
Give up Control• Link to original documents
– http://www.edweek.org/login.html?source=http%3A%2F%2Fjournalist.org%2Fawards%2Farchives%2F000773.php&destination=http%3A%2F%2Fwww.edweek.org%2Few%2Farticles%2F2007%2F06%2F28%2F43scotusmain_web.h26.html&levelId=2100&baddebt=false
• Direct email address– Serena.Carpenter [at] asu.edu
• Rethinking the idea of package– Collaborate with others (photographers, videographers,
design, web)– http://www.nytimes.com/indexes/2007/04/16/
What is SEO?
Search Engine Optimization (SEO)
• Optimizing a Web site for search engines so people can find your content
• Google dominates• 25/75 rule or 20/80 rule
– On-page elements and marketing
Everybody Searches!
Speaking the Language of Your Customer
25% of SEO (page) (Hubspot)
Page Title
Headings
Page text
Bold
First few sentences
First few words (50-100, but hopefully even sooner) of a page's text content.
25% of SEO = (code)
• Meta tags– http://www.public.asu.edu/~jjcooper/journ/
index.html
• URLs
• Alt text on images/video (img file name & alt tags)
• No HTML• Search engines can’t read text in images, Flash, video• Need description tag
Attach text to multimedia/animation
75% of SEO = Marketing
(Hubspot)
• Social media can help your brand’s overall search presence
• Recommendation from friends
– “I know Mike Smith.”
– “Mike Smith is a marketing expert.”
• Links to your site are online recommendations
• Use social media and comments to encourage people link to you
SEO Tips
• Use the language of your customer/reader
• Make sure your text is extractable– Thoughtful use of multimedia (Flash,
JavaScript, video)
• Provide the most relevant, useful info
• Spread awareness (and gain links)
Blog Questions
• Need blog URL if u have not sent it
• Use Full Name Serena Carpenter
• In email, full comment and link.
Final Project
• http://cronkitezine.asu.edu/spring2009/index.html
• 300-800 words
• Suggest one pull quote at a minimum– Info box and video sidebar
• Bold words you plan to link. In the order of the links, place their corresponding URLS at the end of your story
• Headline, subheads, and summary deck
• Keep in mind story needs video & text
1. CarolineMoniqueAdam
2. ZachDanJulia
4. HyattDaneeJake
3. JackieSheilaLindsay
5. ShannonAprilPatrick
6. DayneLaceeMallory
Thursday
• Lecture: 1) promoting your blog, 2) e-branding and 3) using social media
• Second blog post and 2 comment are due
• 9.17 Please bring your hard drives
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