Writing for the Web 1 Spotless Interactive Writing for the Web Tim Fidgeon April 2012.
Writing for web
-
Upload
meghan-keaney-anderson -
Category
Technology
-
view
383 -
download
0
description
Transcript of Writing for web
![Page 1: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/1.jpg)
Class 6: Writing for Web
![Page 2: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/2.jpg)
LANDING PAGES
![Page 3: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/3.jpg)
Who does it better?
A B
![Page 4: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/4.jpg)
• A headline and (optional) sub-headline
• A brief description of the offer/CTA
• At least one supporting image
• Supporting elements such as testimonials or security badges (Optional)
• And most importantly, a form to capture information
Landing Page Components
![Page 5: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/5.jpg)
What makes an effective landing page?
![Page 6: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/6.jpg)
Guidelines for Forms
Landing Page
![Page 7: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/7.jpg)
![Page 8: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/8.jpg)
![Page 9: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/9.jpg)
![Page 10: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/10.jpg)
Bad Landing Page
Why?
![Page 11: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/11.jpg)
![Page 12: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/12.jpg)
Case Study:
![Page 13: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/13.jpg)
![Page 14: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/14.jpg)
![Page 15: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/15.jpg)
![Page 16: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/16.jpg)
Landing Page Roulette
![Page 17: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/17.jpg)
1 2 3 4 5
![Page 18: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/18.jpg)
SEARCH ENGINE OPTIMIZATION
![Page 19: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/19.jpg)
Eye Tracking
![Page 20: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/20.jpg)
Authorityand
Relevance
![Page 21: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/21.jpg)
Inbound links
Authority
![Page 22: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/22.jpg)
How to get inbound links• Create high-quality, educational or entertaining content. If people like your content, they will naturally want to link to it.
• Submit your website to online directories (check out this list here). This is an easy way to start.
• Write guest posts for other blogs. This is a win-win for both parties. People will want extra (quality) content from others and in exchange, it’s a great way to build inbound links.
• And don’t borrow, beg, barter, bribe or buy links
Authority
![Page 23: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/23.jpg)
Anchor text
Authority
Urko Dorronsoro
![Page 25: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/25.jpg)
• Headline and sub-headline. These areas of content have greater weight to search engines.
• Body content: Include them, but don't use them out of context, make sure they are relevant with the rest of your content.
• Include keywords in the file name of images (e.g. mykeyword.jpg) or use them in the ALT tag.
• Include the keywords in the page URL and keep the URL clean.
Where to include keywords to up relevancy:
Relevance
![Page 26: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/26.jpg)
All of that being said:
write for humans first,
search engines
second. Always
prepare your content
for your audience and
then look to optimize it
for search.
Relevance
Sebastianlund
![Page 27: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/27.jpg)
Meta Tags and Descriptions
Relevance
![Page 28: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/28.jpg)
<meta name="keywords" content=”sports, gear, uniforms, equiptment, running”>
<meta name="Description" content=“Sports equipment and gear for all athletes. Specializing in running, soccer, football and tennis.”>
<title>Sunderland Athletic Store</title
Relevance
![Page 29: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/29.jpg)
![Page 30: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/30.jpg)
http://pitchfork.com/features/grime-dubstep/
http://dubstepfriday.com/
![Page 31: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/31.jpg)
Http://twitter.com/erinsundee
http://supportunitedway.org
http://speakunited.org
![Page 32: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/32.jpg)
![Page 33: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/33.jpg)
STYLE
![Page 34: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/34.jpg)
Questions to ask yourself
• Will people know what I do within seconds?
• Will they understand what page they're on and what it's about?
• Will they know what to do next?• Why should they
buy/subscribe/download from this site instead of from someone else
![Page 35: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/35.jpg)
Web vs. Print
![Page 36: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/36.jpg)
SHORT (but effective)
Guidelines Headlines: 5 words or less
Sentences: Ten words or less
Body text: 40 to 70 words
Bullets and sub headers
Web writing best practice: Short
![Page 37: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/37.jpg)
In ultrices ullamcorper auctor. In hac habitasse platea dictumst. Nulla vitae ante nec justo lacinia blandit. Vestibulum interdum, dolor eget porttitor gravida, augue lectus feugiat metus, ac rutrum metus diam sit amet lectus. Duis tellus tellus, ornare sit amet suscipit ac, amet White Space: Often, less is more. rhoncus et at felis. Vivamus malesuada mauris a massa convallis placerat. Maecenas tellus elit, dapibus non tristique non, eleifend id mauris. Nulla et sapien erat, in lacinia ligula. In tellus augue, varius pharetra feugiat sit amet, ornare a dolor. Integer pharetra cursus nulla, eu cursus eros cursus id. Proin volutpat, mauris sit amet tempor congue, nulla purus feugiat justo, gravida placerat nibh arcu.
![Page 38: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/38.jpg)
White Space: Often, less is more.
![Page 39: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/39.jpg)
![Page 40: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/40.jpg)
Actionable
Web writing best practice: Make it actionable
![Page 41: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/41.jpg)
Hierarchy of information
What makes content stand out?
• Size• Color• Contrast• Shape• Position• Whitespace
Heading 1
Heading 2
Heading 3
Heading 4
Web writing best practice: Clear Hierarchy
![Page 42: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/42.jpg)
Headlines, sub headlines and bullets
Headline: The most important
Subheadline: A step down
Bullets:• Look at this good point!• And this one! It’s awesome.• Here’s another. Isn’t this site smart?
Web writing best practice: Clear Hierarchy
![Page 43: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/43.jpg)
Link rules
• Don’t waste time on “click here” • Links should be search engine friendly• Action should be clear
Web writing best practice: Good Links
![Page 44: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/44.jpg)
Scanable
users spend 4.4 seconds for every extra 100 words on a page
Web writing best practice: Scanable
![Page 45: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/45.jpg)
Accessible• According to the U.S. Department of
Education's National Assessment of Adult Literacy, 43% of the U.S. population has low literacy.
• Based on the available information about Internet participation at different education levels, experts estimate that 40% of Web users have low literacy.
Web writing best practice: Make it Accessible
![Page 46: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/46.jpg)
Avoid Gobbledygook
Web writing best practice: Clarity
![Page 47: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/47.jpg)
Shareable
Web writing best practice: Shareable
http://www.youtube.com/watch?v=6gmP4nk0EOE
![Page 48: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/48.jpg)
USABILITY
![Page 49: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/49.jpg)
Assignment
Create a website homepage, subpage or landing page. Please also submit a list of keywords.
Graded on SEO, strength of writing, grammar and usability.
BLOG! ( 9 blogs total 8 weeks left)
![Page 50: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/50.jpg)
![Page 51: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/51.jpg)
![Page 52: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/52.jpg)
Best and Worst Practices
![Page 53: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/53.jpg)
PPC
![Page 54: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/54.jpg)
What makes something relevant?
It matches what you’re searching for
High search volumeLow competition
High search volumeHigh competition
Low search volumeHigh competition
Low search volumeLow competition
![Page 55: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/55.jpg)
Finding good keywords
https://adwords.google.com/select/KeywordToolExternal
![Page 56: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/56.jpg)
Google Adwords (Paid Search SEM)
• Launched in 2000• 22.9 Billion in Revenue
![Page 57: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/57.jpg)
Finding good keywords
https://adwords.google.com/select/KeywordToolExternal
![Page 58: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/58.jpg)
Negative keywords
Competition key words
Party Balloons NOT weather ballons
Bank of America vs Citizens Bank
(sparingly)
![Page 59: Writing for web](https://reader038.fdocuments.in/reader038/viewer/2022110114/5454e233af795946778b8546/html5/thumbnails/59.jpg)
Google Ads
Headline (25 char)Description 1 (35 char)Description 2 (35 char)Display UrlDestination URL