enterprise europe network uk style guide - presentation
TRANSCRIPT
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Website style guide
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Digital evolution
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Online users
• sit forward – magazine readers sit back• task-focused• no attention span• short on time • rarely get to the end
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Users scan the page, picking out words, sentences and visual cues.
Scan reading
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Golden rule; the rule of 2s
1st two words in headline1st two lines in para1st two paras
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It’s important for users and search engines
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Headline replicates in URL and H2, so important to frontload with keyword
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In time, we’ll be more tactical with our content
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Backlinks
•Contact websites that can, and would want to, write about your story•Ask them to include a link in their content, back to yours
Anchor text
•Make sure backlinks are a hyperlinked keyword, so ‘regional funding’ rather than something generic like ‘Enterprise Europe Network’ or ‘EEN website’
Backlinks and anchor text boost your content’s SEO credibility
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Make sure you include alt text that describes the image – important for Google
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Blog about your workwebsite > news & stories > blog
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How does your traffic perform on site? …UTM you links
utm_source=south_eastutm_medium=emailutm_campaign=newsletter(campaign term)(campaign content)
http://www.enterprise-europe.co.uk/content/news/2015/08/regional_funding_opportunities_launched_by_uk_government_and_leps/?utm_source=south%20east&utm_medium=email&utm_campaign=newsletter#5587
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Preparing for the next generation site
spend approval
we are here