Content that Connects:

Online Writing and SEO

http://serenacarpenter.com

http://scarpenter.asu.edu/wordpress

Poynter Eyetrack Research

• 2003– Difficult to read on screen, so they read less– Scan for interests– Text, then photos, then graphics

• 75% read all of text (online) vs. 20-25% (print)

• 2007– 77% of online text read and 63% finish– Maps & graphics (88%)

Structure

• Shorter stories– 300-400 words– 600-800 words

• Short sentences– Subject-Verb-Object– One idea per sentence (which, and)

• Two sentences or eliminate words

– A combo of broadcast & print

• Single-spaced• Spaces between paragraphs

– http://www.venturacountystar.com/news/2008/mar/13/oaks-christian-asked-to-find-new-league/

Text Formatting• Paragraph chunks (1 – 3 sentences, no more than 5)

– Don’t indent• Headings within text (boldface)

– Informational, not clever subheadings• If text exceeds 300 words or more

• Pull quotes– Make your article as 'scannable' as possible– http://cronkitezine.asu.edu/spring2008/hats.html

• Lists– Keep short– http://www.denverpost.com/ci_4872351

Photos

• Use your own photos

• Avoid mug shots

• Close-ups better

• Add info value or draw reader in

Graphics

• Maps– http://cronkitezine.asu.edu/specialprojects/eco

nomy/housing.html

• Excel– Bar chart or pie chart– http://msujrn.com/meridian/schools/technolog

y/technology.html

• Users understand better and faster when information is presented visually

Lists

• Providing a Service– Contact info

• Stats

• Background Information– History

• Instructions

Video

• Is it justified?

• Does it enhance or complement the story? Should not be redundant.

Linking

• 1 – 2 words• Clickworthy - Link with purpose

– Lose their trust• Link outbound

– NBC’s Chicago affiliate begins to act as guide, rather a TV station

– http://www.nytimes.com/2007/09/27/world/middleeast/27contractor.html?_r=1&hp&oref=slogin

• No “click here” or full URLs

Searchable Headlines

• Don't use puns, metaphors or wordplay

• Google pays greatest attention to the first 60 characters– Many RSS feeds cut the headline off after 60– AP – 40 characters– Unique, urgent, short, rewarding

(copyblogger.com)– www.cnn.com

Headline: Good or Bad?

Summary Deck

• Major online stories must be accompanied by a headline and summary deck

• Brief summary under headline– After the headline this paragraph can be the

next section of text search engines read, so include keywords.

– http://www.roanoke.com/news/breaking/wb/113294

– http://www.cnn.com/2009/HEALTH/02/02/kroger.recall.salmonella/index.html

Give up Control• Link to original documents

– http://www.edweek.org/login.html?source=http%3A%2F%2Fjournalist.org%2Fawards%2Farchives%2F000773.php&destination=http%3A%2F%2Fwww.edweek.org%2Few%2Farticles%2F2007%2F06%2F28%2F43scotusmain_web.h26.html&levelId=2100&baddebt=false

• Direct email address– Serena.Carpenter [at] asu.edu

• Rethinking the idea of package– Collaborate with others (photographers, videographers,

design, web)– http://www.nytimes.com/indexes/2007/04/16/

What is SEO?

Search Engine Optimization (SEO)

• Optimizing a Web site for search engines so people can find your content

• Google dominates• 25/75 rule or 20/80 rule

– On-page elements and marketing

Everybody Searches!

Speaking the Language of Your Customer

25% of SEO (page) (Hubspot)

Page Title

Headings

Page text

Bold

First few sentences

First few words (50-100, but hopefully even sooner) of a page's text content.

25% of SEO = (code)

• Meta tags– http://www.public.asu.edu/~jjcooper/journ/

index.html

• URLs

• Alt text on images/video (img file name & alt tags)

• No HTML• Search engines can’t read text in images, Flash, video• Need description tag

Attach text to multimedia/animation

75% of SEO = Marketing

(Hubspot)

• Social media can help your brand’s overall search presence

• Recommendation from friends

– “I know Mike Smith.”

– “Mike Smith is a marketing expert.”

• Links to your site are online recommendations

• Use social media and comments to encourage people link to you

SEO Tips

• Use the language of your customer/reader

• Make sure your text is extractable– Thoughtful use of multimedia (Flash,

JavaScript, video)

• Provide the most relevant, useful info

• Spread awareness (and gain links)

Blog Questions

• Need blog URL if u have not sent it

• Use Full Name Serena Carpenter

• In email, full comment and link.

Final Project

• http://cronkitezine.asu.edu/spring2009/index.html

• 300-800 words

• Suggest one pull quote at a minimum– Info box and video sidebar

• Bold words you plan to link. In the order of the links, place their corresponding URLS at the end of your story

• Headline, subheads, and summary deck

• Keep in mind story needs video & text

1. CarolineMoniqueAdam

2. ZachDanJulia

4. HyattDaneeJake

3. JackieSheilaLindsay

5. ShannonAprilPatrick

6. DayneLaceeMallory

Thursday

• Lecture: 1) promoting your blog, 2) e-branding and 3) using social media

• Second blog post and 2 comment are due

• 9.17 Please bring your hard drives