Writing for the Web 1 Spotless Interactive Writing for the Web Tim Fidgeon April 2012.
Writing for the web
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Transcript of Writing for the web
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Writing for online
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•Most of your readers will not come to your site
•Social media and search provide most referrals
•Being talked about will get you traffic•Reading is different•79% of people scan the web•25% more slowly
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I have made this letter longer than usual only because I have not had the time to make it shorter
Blaise Pascal, 17th century philosopher
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•Clear•Concise•Legible•Active - Man bites dog•Grammar, Spelling and
Punctuation (Sp&g)
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An end to click here
• Links•Sources •Avoid news stories and link to useful stuff –
analysis, explainers, Q&As, pic galleries etc•On external websites look beyond
homepage to pages of specific relevance• Inline linking in news stories is OK when it’s
to a primary source
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Links
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•Never use a long word a short word will do
• If it is possible to cut a word out, always cut it out
•Never use the passive when you can use the active
•Never us a foreign phrase, a scientific word or a jargon word if you can think of an everyday English equivalent
Politics and the English language, Orwell
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Value added•Headlines, subheads •Standfirst aka blurb, sell, excerpt,
write off•Short paragraphs•Visuals•Audio or video clips•Related links
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Key elements• Subheadings: breaking an article every few
paragraphs with subheadings• Bullet or number lists: offer a clear simple tool
for your readers.• Indented quotes: users often look for direct
quotes. • Hyperlinks: the conventional blue, underlined
text screams ‘click me’.• Highlighted words: this is a good way of
highlighting key phrases or words in your piece
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Wordpress tricks•Title•Permalink - you can style the title in
Wordpress•Alt-tags – links and images•Sub heads to make it easier to read•Categories•Tags
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•'Click here'•Don't cite (http://www.don
't_expect_me_to_click.com)•Think about what you’re linking to
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inverted pyramid
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What would Google do?
Agree with your tutors!!!
A key piece of advice from Google on SEO is that the text needs to be accurate, spelled correctly and not written sloppily.
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• One of the key points of understanding SEO is the use of key words – the words or terms that a searcher would use to be able to find the story you are augmenting.
• News stories are usually loaded with key words – who, what, where, when and how aka names, brand names, places are all very searchable and often stories which are about topics such as sport and crime are very easy to find.
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•Some SEO advice suggests that search engines look at the first 500 words of a story while others reduce this figure to 200 words.
•This is sometimes used by magazine and newpaper sites to spread a longer story across a number of pages, each with a unique standfirst and headline which means it will be more visibile within search.
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As with anything else within SEO for journalists, the copy needs to be written for the searcher and not the algorithm.
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Online POKER marketing could spell the NAKED end of VIAGRA journalism as we LOHAN know it
•http://bit.ly/brookerseo
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•Clever headlines of the kind used by tabloid newspapers are not searchable
•Search engines and RSS cut headlines – some experts say this needs to be LESS than 60 characters. But the best advice is around 10 words•This is what sixty characters looks like,
it is actually a lot!
•Don't use any puncutation apart from | or -
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•Super Cally Go Ballistic, Celtic are atrocious
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A headline that wouldn't work
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•Zip me up before you go go•Up Yours, Delors•Your Country Needs Roo