Day 2: Workshop 3, 4 and 5 Web Writing | September 18
41
My Resource for Excellence. Get More Bytes for your Bucks! Workshop #3: The Plan of Attack 9:00am-10:00am, Friday, September 18 th , 2009
-
Upload
thierry-arsenault -
Category
Technology
-
view
447 -
download
0
description
Workshop #3: The Plan of Attack: Marketing and Communication on the Web Sometimes, Web pages are developed and without considering the target clientele, the page’s central theme or the demand for this particular subject. Unfortunately, we often find several ideas within a single Web page. This makes it difficult for both the reader and the robot to grasp the page’s main subject. In this workshop, you will discover how to create an efficient plan of attack. Workshop #4: Writing for the Web The heart of Web page optimization is writing it. In this workshop, you will learn some relatively simple Search Engine Optimization (SEO) principles that will help you optimize your Web page’s central idea. These principles must not undermine text quality for the Internet user. Your target market must always be your main priority. A journalistic style is suitable for both robots and Internet users. Come and discover simple but efficient tips and, above all, exercises that will allow you to find mistakes and to correct them. This workshop will also provide you with the necessary tools to write powerful texts for the Web. Workshop #5: Evaluation (Web Analytics) In order to create a successful website, it’s important to follow up on the results. These tell you whether you are on the right path, whether a marketing initiative (SEM, e-mail campaign, etc.) worked, whether your visitors appreciate your website, whether robots are finding and indexing your contents … in a word, this follow-up will allow you to improve your website and measure the efficiency of your marketing initiatives in general. There are various performing and free tools to which you will be introduced during this workshop.
Transcript of Day 2: Workshop 3, 4 and 5 Web Writing | September 18
My Resource for Excellence.
Get More Bytes for your Bucks!
Workshop #3: The Plan of Attack
9:00am-10:00am, Friday, September 18th, 2009
Who are they?Age, gender, location, income, situation, their habits, what they like, their influence, their beliefs, their physical + virtual places, their print media, TV shows…
How many are there?Number
Trends (Behavioural)What is your market share?Growth potential
Copyright Thierry Arsenault
Generation Z (Kids) 1995-2001 8-14
Generation Y 1981-1994 15-28
Generation X 1965-1980 29-44
The younger Baby Boomers 1956-1965 45-53
The older Baby Boomers 1946-1956 54-63
Teachers Primary and High school
Teachers Primary and High school using Internet in Class.
Teachers in Arts and Museology programs (college and university)
…
Examples of target audiences…
Plan - Targeting Audience
Visibility Increase the visibility of your institution and products with your target clients
Market PenetrationIncrease the number of new visitors
Customer LoyaltyIncrease the number of repeat visitsBuild & maintain relationship
Acquisition CostsReduction of costs per visitorReduction of costs per conversion
Copyright Thierry Arsenault
• Conversion (call to action)– Walk-in visits to the institution– Purchases from the virtual store– Subscription to the electronic newsletter– Use of online tools– Receive donation (fundraising)– Recruit volunteers– Receive artefact donations– Sell boutique souvenirs– Receive feedback– …
• …
Plan - Objective
Copyright Thierry Arsenault
• Your key messages
• Your content
• Your wish list (potential) - Words searched on your site with no result
Is there a demand for the key phrases?
What is the trend for the key phrases?
Plan - Inventory of Keywords
Keyword Strategy: Long-Tail Approach
Head words- Popular
Long-tail word combinations- Less popular
education
adult education
higher education
online education
university education
distance education
education resources
...
Plan - Inventory of Keywords
Tool: Keyworddiscovery.comPlan - Inventory of Keywords
Tool: Keyworddiscovery.comPlan - Inventory of Keywords
Tool: Google Adwords/KeywordsPlan - Inventory of Keywords
Tool: Online Dictionary
www.thesaurus.com www.thefreedictionary.com www.yourdictionary.com
www.visualthesaurus.com
Plan - Inventory of Keywords
Copyright Thierry Arsenault
Tool: My Selection TablePlan - Inventory of Keywords
My Resource for Excellence.
Get More Bytes for your Bucks!
My Resource for Excellence.
Get More Bytes for your Bucks!
Workshop #4: Writing for the Web
10:15am-2:45pm, Friday, September 18th, 2009
A brainstorming exercise is conducted to find alternatives for each of the key phrases.
BTools are used to identify the key phrases that need to be optimized.
CPages are created in accordance with the basic principles of writing for audiences and robots.
D
Writing Guide
A content plan is prepared: Each subject (key phrase) is divided to represent a Web page (mapping).
A
Content Plan
• It is important:• to have these procedures clearly explained in a writing guide;• to offer support at the beginning;• to carry out random audits afterwards;• to communicate the success rate (ROI) to your contributors.
Copyright Thierry Arsenault
Writing for the Web - Developing a Content Plan
Short attention spanDon’t like long textThey scan textThey look for specific key phrase/information that answer their needs (their search terms)They look for headlinesThey like short sentences…
Back
Writing for the Web - Web User Reading Habit
Adding value to my target audience?Achieving my goals and my target audience’s needs?Communicating a call to action?Passing the spelling and grammar check?Using journalistic style: Reverse pyramid (conclusion…details)?Using proper vocabulary and grammar (easy to understand – short sentences)Using proper style: Authentic, clear and concise, conversational (grade 8 level of education)Flowing well, clear and relevant
Format and presentation (logical order, facilitate readability: bullets)paragraphs only convey one idea that supports the theme
Copyright Thierry Arsenault- Is my text:Writing for the Web - Writing Strategically
Focusing on the key phrase? Proximity (top +beginning), frequency, density, emphasis (bold, strong…)In the Title elementIn the Header (H1) elementIn the first phraseIn the Meta description tagIn the Meta keyword tagIn the Alt text element (pictures are optimized)?
Linking contextually and thematically to other pages’ internal links (link from)?Linking to quality, valuable and community information (external links)?
Copyright Thierry Arsenault- Is my text:Writing for the Web - Writing Strategically
Hold images that support my text?Use White space = eye relaxation?Contain between 250 and 500 words?
Copyright Thierry Arsenault
- Does my text:
Writing for the Web - Writing Strategically
Top of browser window
<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.01 Transitional//EN"><html><!-- InstanceBegin template="/Templates/f_vmcPageLM.dwt" codeOutsideHTMLIsLocked="false" --><head><!-- InstanceBeginEditable name="doctitle" --><title>@Boutiques du Musée virtuel du Canada - Magasinez dans les boutiques des musées canadiens</title><!-- InstanceEndEditable -->
Source code
Result page on Google
Copyright Thierry Arsenault
• 60 characters• Brand at the end of the title
element except for the home page
• Use either -, | or @ before the brand
• Keyword / Page theme• A.I.D.A.
Writing for the Web - Title element
Domain name: Your phrase here.caFile name: Your phrase here.html or jpg…Directory: /Your phrase here/Title element: <TITLE> …Your phrase here</TITLE> Hyperlink: <A HREF=“…” >…Your phrase here</A>Description element: <META NAME=“description” CONTENT =“…Your
phrase here”Keyword element: <META NAME=“keywords” CONTENT =“Your phrase
here”Image: IMG SRC=“…” ALT= “…Your phrase here”
TITLE=“Your phrase here”Header element: <H1> …Your phrase here </H1> <H2>, <H3>…Emphasis: <STRONG> …Your phrase here </STRONG>
*** Only when appropriate ***
Writing for the Web - Source code
Frequency: 9 times and 12 timesTotal: 704 wordsDensity: 2%
Phrase: Search engine optimization
Source: www.marketleap.com
Copyright Thierry Arsenault
Writing for the Web - Density…2% Is Enough
Alt attribute= text when you mouse over the
image
Title attribute= text when you mouse over the
image
Title=image name
Thematic text= surrounding the
image
Caption=one or two lines of text
under the picture
Writing for the Web - Optimizing Images
<a href=“your landing page where the image will link"><img src=“where the image is located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>
Writing for the Web - Optimizing Images
<a href=“your landing page where the image will link"><img src=“where the image is located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>
• Link (<a href="landing page where the image will link">)
– Meaningful landing page
Optimizing Images Writing for the Web - Optimizing Images
<a href=“your landing page where the image will link"><img src=“where the image is located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>
• Link (<a href="landing page where the image will link">)
– Meaningful landing page
• <img src="where the image is located">)– Meaningful folder name
Optimizing Images Writing for the Web - Optimizing Images
<a href=“your landing page where the image will link"><img src=“where the image is located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>
• Link (<a href="landing page where the image will link">)
– Meaningful landing page
• <img src="where the image is located">)– Meaningful folder name
• <img width="xx" height="xx“>– Just have them!
Optimizing Images Writing for the Web - Optimizing Images
<a href=“your landing page where the image will link"><img src=“where the image is located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>
• Link (<a href="landing page where the image will link">)
– Meaningful landing page
• <img src="where the image is located">)– Meaningful folder name
• <img width="xx" height="xx“>– Just have them!
Title attribute (<img title="your text“>)Title of the imageAdditional information / Description of the image Photo credit*short + descriptive + optimized
Optimizing Images Writing for the Web - Optimizing Images
Alt attribute (<img alt="your text“>)
<a href=“your landing page where the image will link"><img src=“where the image is located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>
• Link (<a href="landing page where the image will link">)
– Meaningful landing page
• <img src="where the image is located">)– Meaningful folder name
• <img width="xx" height="xx“>– Just have them!
Title attribute (<img title="your text“>)Title of the imageAdditional information / Description of the image Photo credit*short + descriptive + optimized
Optimizing Images Writing for the Web - Optimizing Images
Alt attribute (<img alt="your text“>)
• Caption under the picture– Caption should have hyperlink
• File name: Key-phrase in it
• File extension– Jpg=picture, Gif=graphic
• Thematic text: Surrounding the image– Proximity
<a href=“your landing page where the image will link"><img src=“where the image is located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>
• SEO content: Smart writing– Support the page thematic
• Social tagging• Comments
• Enable Google Image Search (wm)
• Fast download time
• Link (<a href="landing page where the image will link">)
– Meaningful landing page
• <img src="where the image is located">)– Meaningful folder name
• <img width="xx" height="xx“>– Just have them!
Title attribute (<img title="your text“>)Title of the imageAdditional information/Description of the image Photo credit*short + descriptive + optimized
Optimizing Images Writing for the Web - Optimizing Images
Social tagging
Comments
Writing for the Web - Social Tagging and Comments
My Resource for Excellence.
Get More Bytes for your Bucks!
My Resource for Excellence.
Get More Bytes for your Bucks!
Workshop #5: Evaluation (Web Analytics)
3:00pm-4:00pm, Friday, September 18th, 2009
Web Analytics - Follow-up on Results
To be taken into account at the very beginning of the website’s developmentAnalyze robot visits separately from human visitsUse cookies.Explain trends rather than figures (Graph)Limit the length of your report (Report = Action)Add distinct parameters to each of your marketing initiativesTry to measure your traditional initiativesPPC: Measure the impressions, clicks, CTR, CPC, quality, conversion rate, cost per conversionYour image: Get comments/posts on your domain name, your institution, your executives …
RSS, alert…A-B Testing
Number of pages on your site intended for your target markets• Number of pages indexed by search engine
Ranking analysis by key word and phraseNumber of inbound linksGeneral statisticsVisitors, visits, average length of visit, average number of pages visited, bounce rate…Organic visits by keyword and phrase (+ statistics on quality)Average number of visits per indexed pageNumber of visits per search engineIndexed pages factor on the total number of pages intended for target markets …
…to better compare
Web Analytics - Follow-up on Results
Web Analytics - Monitor Reputation
Web Analytics - Monitor Reputation
Twitter General
Yahoo Pipes
Plaxo
My Resource for Excellence.
Get More Bytes for your Bucks!
