bob johnson consulting, llc 1 writing right for the web: engaging visitors and improving search...

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11

Writing Right for the Web:Writing Right for the Web: Engaging Visitors and Improving Search Engaging Visitors and Improving Search Engine Visibility on Traditional WebsitesEngine Visibility on Traditional Websites

University of Nebraska - LincolnUniversity of Nebraska - LincolnAugust 10, 2011August 10, 2011

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 22Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 22

Today we discuss the optimal Today we discuss the optimal presentation of content on your presentation of content on your

“traditional” website…“traditional” website…

Copywriting, basic content Copywriting, basic content presentation, and SEOpresentation, and SEO


What we are doing today… 5 stepsWhat we are doing today… 5 steps

Content… essential to scan quicklyContent… essential to scan quickly

– Examples of easy-to-scan pagesExamples of easy-to-scan pages

Writing like a direct marketerWriting like a direct marketer

Web-friendly online publicationsWeb-friendly online publications

Displaying content on the pageDisplaying content on the page

Better search engine visibilityBetter search engine visibility

Major reason people go to your Major reason people go to your website…website…

Complete a taskComplete a task



6 key truths about the Internet…6 key truths about the Internet…

People are impatientPeople are impatient







Major reason people go to your Major reason people go to your website…website…

Complete a taskComplete a task


The Golden Rule…The Golden Rule…

5 seconds to connect5 seconds to connect


Website is… Website is… A series of online magazinesA series of online magazines

Admissions, alumni, athletics, friends, donors…Admissions, alumni, athletics, friends, donors…Content, style, frequency will differ…Content, style, frequency will differ…

As it does for print magazinesAs it does for print magazines


Web content editor and friends…Web content editor and friends…http://www.bobjohnsonblog.com/web-content-editors/http://www.bobjohnsonblog.com/web-content-editors/

Web Content Editor

Editors for audience sections Writers for audience sections

Copy editor Reporting Correspondents

Production specialists Publication designer

Editorial advisory board


Not a place for great literature…Not a place for great literature… Moby Dick on the webMoby Dick on the web

““Whenever I find myself Whenever I find myself growing grim about the mouth; growing grim about the mouth; whenever it is a damp, drizzly whenever it is a damp, drizzly November in my soul; November in my soul; whenever I find myself whenever I find myself involuntarily pausing before involuntarily pausing before coffin warehouses, and coffin warehouses, and bringing up the rear of every bringing up the rear of every funeral I meet; and especially funeral I meet; and especially whenever my hypos get such whenever my hypos get such an upper hand of me, that it an upper hand of me, that it requires a strong moral requires a strong moral principle to prevent me from principle to prevent me from deliberately stepping into the deliberately stepping into the street, and methodically street, and methodically knocking people's hats off- knocking people's hats off- then, I account it high time to then, I account it high time to get to sea as soon as I can.”get to sea as soon as I can.”

I must go to sea when: – I'm depressed or

melancholy – I stop in front of coffin

warehouses – I follow funerals – I have a powerful urge

to knock people's hats off

Continue the adventure here.

– Thanks to Kathy Henning, Communications Specialist, Seattle Pacific University


Step 1…Step 1…Web readers are scan readersWeb readers are scan readers

If people can’t scan your pages, people won’t read your content…

Eliminate dense blocks of text…Change big paragraphs to small paragraphs,

add subheads & bullet points

Not so engaging on this page…Not so engaging on this page…http://www.cofc.edu/about/index.phphttp://www.cofc.edu/about/index.php


No unbroken text blocks here…No unbroken text blocks here…http://www.cofc.edu/academics/index.phphttp://www.cofc.edu/academics/index.php



Too much content here…Too much content here…http://www.suny.edu/sunynews/http://www.suny.edu/sunynews/


New, improved version… New, improved version… http://www.suny.edu/sunynews/http://www.suny.edu/sunynews/


Easy to scan blog-style news stories…Easy to scan blog-style news stories…http://www.tamus.edu/http://www.tamus.edu/


Easy to scan annual giving report…Easy to scan annual giving report…https://apps.carleton.edu/giving/report/2010/https://apps.carleton.edu/giving/report/2010/


Easy to scan for brand message…Easy to scan for brand message…http://www.smith.edu/about_whyissmith.phphttp://www.smith.edu/about_whyissmith.php


Easy to scan for top tasks…Easy to scan for top tasks…


Web readers scan for “care” words…Web readers scan for “care” words…

Words that get attention & engage the visitor…Words that get attention & engage the visitor…Write from the viewpoint of your audience…Write from the viewpoint of your audience…What are the “Carewords” that get attention?What are the “Carewords” that get attention?


Carewords for Exec MBA prospectsCarewords for Exec MBA prospectsUNC Kenan-Flagler Business SchoolUNC Kenan-Flagler Business School

Words people cared Words people cared about…Top 25%about…Top 25%– Advance your careerAdvance your career– Balancing work, home, Balancing work, home,

and schooland school– Career advancementCareer advancement– CostCost– Best school possibleBest school possible– Prestigious, well-Prestigious, well-

recognized degreerecognized degree

Words that didn’t rank Words that didn’t rank high…Low 25%high…Low 25%– Accessible facultyAccessible faculty– Experience of facultyExperience of faculty– Corporate sponsorshipCorporate sponsorship– Shaping leadersShaping leaders– Class diversity Class diversity

(industry or (industry or experience)experience)

– Format of programFormat of program


Carewords shape top content…Carewords shape top content…http://www.kenan-flagler.unc.edu/programs/emba/index.cfmhttp://www.kenan-flagler.unc.edu/programs/emba/index.cfm

Heading meets link expectations…Heading meets link expectations…http://www.kenan-flagler.unc.edu/programs/emba/advance/http://www.kenan-flagler.unc.edu/programs/emba/advance/

balance.cfmbalance.cfm



Step 2…Step 2…Write like a direct marketer on your Write like a direct marketer on your

websitewebsite

Brief…Brief…Clear…Clear…

Compelling and PersuasiveCompelling and Persuasive


Avoid old-style marketing copy…Avoid old-style marketing copy…

““Rolls-Royce has an Rolls-Royce has an obsession with quality obsession with quality appreciated by appreciated by discerning customers”discerning customers”– Rolls-Royce campaign Rolls-Royce campaign

before David Ogilvybefore David Ogilvy

Sounds like…Sounds like…– ““Committed to Committed to

academic excellence”academic excellence”

““At 60 miles an hour At 60 miles an hour the loudest noise in the loudest noise in this new Rolls-Royce this new Rolls-Royce comes from the comes from the electric clock”electric clock”– Rolls-Royce campaign Rolls-Royce campaign

after David Ogilvyafter David Ogilvy

Sounds like…Sounds like…– The real worldThe real world– Must be trueMust be true

Can’t make claims like this anymore…Can’t make claims like this anymore…(Names changed to protect the guilty)(Names changed to protect the guilty)

““For more than 60 years, XYZ University has For more than 60 years, XYZ University has maintained maintained a prestigious reputation a prestigious reputation for the for the quality of its engineering program. Today, the quality of its engineering program. Today, the WXYZ University engineering degree remains WXYZ University engineering degree remains the “the “gold standard” of excellencegold standard” of excellence in engineering in engineering education. Students graduating with our degree education. Students graduating with our degree will enter the marketplace armed with skills that will enter the marketplace armed with skills that are backed by the XYZ University are backed by the XYZ University heritage of heritage of unmatched quality unmatched quality in the academic preparation in the academic preparation of engineering professionals.” of engineering professionals.”



Direct marketing style helps people Direct marketing style helps people scan…scan…

Short sentences… 5 to 10 wordsShort sentences… 5 to 10 words

Short paragraphs… 50 words or lessShort paragraphs… 50 words or less

– One sentence paragraph is OKOne sentence paragraph is OK

Sub-heads…Sub-heads…

– Active words, not labelsActive words, not labels

– Flow from the primary page heading Flow from the primary page heading

Bullet points Bullet points


Direct marketing style helps people Direct marketing style helps people connect…connect…

Newspaper copy words… Newspaper copy words… – ““walk”… not “ambulate”walk”… not “ambulate”

– ““confuse”… not “discombobulate”confuse”… not “discombobulate”

– ““beat around the bush”… not “prevaricate”beat around the bush”… not “prevaricate”

– ““view”… not “purview”view”… not “purview”

Personal language stylePersonal language style– ““You” and “your” are great web writing wordsYou” and “your” are great web writing words

Visible prompts to take an actionVisible prompts to take an action

Marketing style that works…Marketing style that works…http://www.wm.edu/about/index.phphttp://www.wm.edu/about/index.php


High visibility action steps…High visibility action steps…http://www.waldenu.edu/Tuition-and-Financial-Aid.htmhttp://www.waldenu.edu/Tuition-and-Financial-Aid.htm



Repeat the call to action…Repeat the call to action…http://www.mbaregis.com/http://www.mbaregis.com/


Words increase action…Words increase action…http://dustincurtis.com/you_should_follow_me_on_twitter.htmlhttp://dustincurtis.com/you_should_follow_me_on_twitter.html

I'm on I'm on TwitterTwitter… 4.7% … 4.7%

Follow me on Follow me on TwitterTwitter... 7.31% ... 7.31%

You should follow me You should follow me on on TwitterTwitter... 10.09% ... 10.09%

You should follow me You should follow me on Twitter on Twitter herehere... ... 12.81%12.81%


The web is an informal place, so make things as personal as possible…

The “you” word is fine…Include a name for phone & email

contact…Use a name at the end of an auto response

““You”-friendly transfer credit page…You”-friendly transfer credit page…http://degreecompletion.stedwards.edu/x157.xmlhttp://degreecompletion.stedwards.edu/x157.xml

Write like this…Write like this…– ““Request a transcript Request a transcript

from each college from each college you’ve attended.”you’ve attended.”

16 times…16 times…– Use of “you” or “your” Use of “you” or “your”

on this pageon this page

Abolish…Abolish…– ““The student must…” The student must…”

languagelanguage



Step 3… Major print publications as PDFs or ublications as PDFs or

“flip tech” challenge natural law…“flip tech” challenge natural law…

If you can read the text, you can’t see the If you can read the text, you can’t see the photosphotos

If you can see the photos, you can’t read the If you can see the photos, you can’t read the texttext


The “Big Three” mistakes…The “Big Three” mistakes…

Alumni magazines…Alumni magazines…Annual reports…Annual reports…

Admissions viewbooksAdmissions viewbooks


The PDF format doesn’t work well…The PDF format doesn’t work well…


An example of getting it right…An example of getting it right…http://magazine.uchicago.edu/http://magazine.uchicago.edu/


Every university can do it…Every university can do it…http://alfredmagazine.alfred.edu/... http://magazine.biola.edu/http://alfredmagazine.alfred.edu/... http://magazine.biola.edu/


Resist calls to “flip” technology…Resist calls to “flip” technology…http://issuu.com/umson/docs/university_of_maryland_nursinghttp://issuu.com/umson/docs/university_of_maryland_nursing


Step 4…Step 4…Putting content on the pagePutting content on the page

Contrast…Contrast…Font type and size…Font type and size…

ScrollingScrollingLinksLinks


Special attention to the first Special attention to the first sentence in a paragraph…sentence in a paragraph…

The first sentence can stand alone…Craft the first sentence to capture attention…

One sentence paragraph is OK…Keep paragraphs to 50 words or less

Strong first sentence stands out…Strong first sentence stands out…http://clas.uiowa.edu/students/handbook/restarthttp://clas.uiowa.edu/students/handbook/restart

“ReStart is the academic forgiveness policy of the College of Liberal Arts and Sciences.”



Black text on white still works best…Black text on white still works best…

Black text on white (or very light) background is Black text on white (or very light) background is best…best…

Avoid low contrast between text and Avoid low contrast between text and background whatever the color combinationbackground whatever the color combination


Serif or sans serif?Serif or sans serif?

Sans serif is easier to read quickly…Sans serif is easier to read quickly…Verdana, Arial, Calibri are popular sans serif Verdana, Arial, Calibri are popular sans serif

fontsfonts


Font size?Font size?

10 point or 12 point… Don’t make people squint10 point or 12 point… Don’t make people squintFonts are different at same sizes… (Verdana)Fonts are different at same sizes… (Verdana)

Fonts are different at same sizes (Arial)Fonts are different at same sizes (Arial)Fonts are different at same sizes (Calibri)Fonts are different at same sizes (Calibri)


Or let readers pick their font size…Or let readers pick their font size…http://www4.esu.edu/admissions/index.cfmhttp://www4.esu.edu/admissions/index.cfm


Scroll or don’t scroll?Scroll or don’t scroll?http://www.useit.com/alertbox/scrolling-attention.htmlhttp://www.useit.com/alertbox/scrolling-attention.html

OK to scroll when content of continuing interest OK to scroll when content of continuing interest is unfolding…is unfolding…

When topics change, might be time for a new When topics change, might be time for a new pagepage


Writing links that work…Writing links that work…http://bit.ly/2dxRHthttp://bit.ly/2dxRHt

Place the link at the point of action…Place the link at the point of action…– Often at the end of a paragraphOften at the end of a paragraph– Sometimes at an item within the paragraph itselfSometimes at an item within the paragraph itself

Make the link obvious… Make the link obvious… – Underline the link like thisUnderline the link like this – Use blue as the colorUse blue as the color

Make sure link expectations are metMake sure link expectations are met– A list of academic majorsA list of academic majors– Not text about the majorsNot text about the majors

After content block, call to action link…After content block, call to action link…http://www.susqu.edu/admissions/default.asphttp://www.susqu.edu/admissions/default.asp



Easy to scan links within a paragraph…Easy to scan links within a paragraph…http://www.usfca.edu/about/why/http://www.usfca.edu/about/why/


Step 5…Step 5…Writing for search engine visibilityWriting for search engine visibility

The most important element is relevant The most important element is relevant content that people want to find…content that people want to find…

““Organic search”… fix your website firstOrganic search”… fix your website first

Important Google change in 2011…Important Google change in 2011…

““Panda” raised the value of web content Panda” raised the value of web content editors everywhere…editors everywhere…

For example…For example…– “Removing low quality pages, merging or

improving the content of individual shallow pages into more useful pages, or moving low quality pages to a different domain could eventually help the rankings of your higher-quality content.” (http://bit.ly/k2uUZX)


23 “high quality” questions to ask…23 “high quality” questions to ask…http://bit.ly/k2uUZXhttp://bit.ly/k2uUZX


Especially for web editors…Especially for web editors…

“Does this article have spelling, stylistic, or factual errors?”

“Was the article edited well, or does it appear sloppy or hastily produced?”

“Does this article provide a complete or comprehensive description of the topic?”

“Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?”

“Would users complain when they see pages from this site?”


Key metrics for “quality” content…Key metrics for “quality” content…

SEO specialists are watching two SEO specialists are watching two measures of “quality” content…measures of “quality” content…– Time spent on website pages by individual Time spent on website pages by individual

visitorsvisitors– Number of pages visited on a siteNumber of pages visited on a site

Recommendation for high education sites:Recommendation for high education sites:– Check & compare “bounce rate” from entry Check & compare “bounce rate” from entry

page to academic program contentpage to academic program content


Find the “Top Landing Pages”…Find the “Top Landing Pages”…



4 simple steps to success…4 simple steps to success…

““Eternal” SEO success points:Eternal” SEO success points:– Good title tags on your pagesGood title tags on your pages– Good body copyGood body copy– Great contentGreat content– No barriers on your website to block the No barriers on your website to block the

searchsearchNo broken linksNo broken links

Links lead to the expected contentLinks lead to the expected content– Danny Sullivan, editor, SearchEngineLand.comDanny Sullivan, editor, SearchEngineLand.com


Write for the person visiting the site, Write for the person visiting the site, not for search engines…not for search engines…

Use keyword words that real people use…Use keyword words that real people use…Add content carewords that people want to Add content carewords that people want to

readread

Don’t “stuff” keywords…Don’t “stuff” keywords…

The page title and description, primary The page title and description, primary headline, one subhead, twice in the text…headline, one subhead, twice in the text…

More and the page won’t seem well writtenMore and the page won’t seem well written


Tips for success…Tips for success…http://bit.ly/ayzqPHhttp://bit.ly/ayzqPH


Title tag:Title tag:– 8 to 10 words – 50 to 80 characters8 to 10 words – 50 to 80 characters– Main key word at or close to the startMain key word at or close to the start

Different title tag on every pageDifferent title tag on every page– If not, Google may think content is the sameIf not, Google may think content is the same

Meta tag:Meta tag:– Write for the person visiting the page, not for searchWrite for the person visiting the page, not for search

Primary heading (H1)… one per pagePrimary heading (H1)… one per page– Write a “carewords” headline for the visitor firstWrite a “carewords” headline for the visitor first– Then try to work in a primary keywordThen try to work in a primary keyword


Try this to help with keywords…Try this to help with keywords…http://freekeywords.wordtracker.com/http://freekeywords.wordtracker.com/

Check these results:Check these results:– Distance LearningDistance Learning

5,6305,630– Online degreesOnline degrees

2,4712,471– Online accredited Online accredited

degreesdegrees1,4041,404

– Online college degreesOnline college degrees1,0971,097


Results for “Online MBA degree”…Results for “Online MBA degree”…


An “Online MBA program”…An “Online MBA program”…http://www.worldcampus.psu.edu/iMBA.shtmlhttp://www.worldcampus.psu.edu/iMBA.shtml

Title tagTitle tag– ““Penn State – Online Penn State – Online

MBA degree program”MBA degree program”

Page headingPage heading– ““Penn State’s Online Penn State’s Online

MBA”MBA”

First sub-headFirst sub-head– ““The Penn State iMBA”The Penn State iMBA”

First sentenceFirst sentence– ““Penn State’s online Penn State’s online

MBA degre…”MBA degre…”


Change headlines on press releases…Change headlines on press releases…http://news.bbc.co.uk/1/hi/entertainment/4879230.stmhttp://news.bbc.co.uk/1/hi/entertainment/4879230.stm

Print versionPrint version

– ““Tulsa star: The life and Tulsa star: The life and

career of a much-loved career of a much-loved

1960s singer.” 1960s singer.”

Website version…Website version…

– "Obituary: Gene Pitney.“"Obituary: Gene Pitney.“

Steve Lohr, "This Boring Steve Lohr, "This Boring

Headline is Written for Headline is Written for

Google," The NY TimesGoogle," The NY Times


Keywords with Google…Keywords with Google…http://bit.ly/dAdAD4http://bit.ly/dAdAD4


In summary…In summary…

5 second scan rule…5 second scan rule…Write in direct marketing style…Write in direct marketing style…Use words people care about…Use words people care about…

Limit PDFs and “flip” technology…Limit PDFs and “flip” technology…Write for people… search engines will find youWrite for people… search engines will find you

The Yahoo! Style Guide…The Yahoo! Style Guide…http://styleguide.yahoo.com/writing http://styleguide.yahoo.com/writing



Highlighting the “Carewords” path…Highlighting the “Carewords” path…http://whttp://www.gerrymcgovern.com/nt/class/web-writing.htmww.gerrymcgovern.com/nt/class/web-writing.htm


““Writing Right” on my blog…Writing Right” on my blog…http://www.bobjohnsonblog.com/writing-right-for-the-web/http://www.bobjohnsonblog.com/writing-right-for-the-web/


Usability test results…Usability test results…http://www.useit.com/papers/webwriting/http://www.useit.com/papers/webwriting/

Books to keep moving forward…Books to keep moving forward…



Thank You!Thank You!

Bob Johnson, Ph.D.Bob Johnson, Ph.D.PresidentPresident

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC226 Chauncey Court226 Chauncey CourtMarshall, MI 49068Marshall, MI 49068

248.766.6425 248.766.6425 [email protected]

Customer Carewords Research for Online Marketing Success: Customer Carewords Research for Online Marketing Success:

http://www.bobjohnsonconsulting.com/customercarewords.htmlhttp://www.bobjohnsonconsulting.com/customercarewords.html

bob johnson consulting, llc 1 writing right for the web: engaging visitors and improving search...

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