Day 2: Workshop 3, 4 and 5 Web Writing

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Slide 1: My Resource for Excellence. Get More Bytes for your Bucks! Workshop #3: The Plan of Attack 9:00am-10:00am, Friday, September 18th, 2009 Slide 2: Plan - Targeting Audience 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 Examples of target audiences… Generation Z (Kids) Generation Y Generation X The younger Baby Boomers The older Baby Boomers 1995-2001 1981-1994 1965-1980 1956-1965 1946-1956 8-14 15-28 29-44 45-53 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) … Slide 3: Plan - Objective Visibility Increase the visibility of your institution and products with your target clients 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 … Market Penetration Increase the number of new visitors Customer Loyalty Increase the number of repeat visits Build & maintain relationship • … Acquisition Costs Reduction of costs per visitor Reduction of costs per conversion Slide 4: Plan - Inventory of Keywords Copyright Thierry Arsenault Is there a demand for the key phrases? • Your key messages • Your content What is the trend for the key phrases? • Your wish list (potential) - Words searched on your site with no result Slide 5: Plan - Inventory of Keywords Keyword Strategy: Long-Tail Approach education adult education higher education online education university education distance education education resources ... Head words - Popular Long-tail word combinations - Less popular Slide 6: Plan - Inventory of Keywords Tool: Google Trends Slide 7: Plan - Inventory of Keywords Tool: Keyworddiscovery.com Slide 8: Tool: Keyworddiscovery.com Plan - Inventory of Keywords Slide 9: Tool: Google Adwords/Keywords Plan - Inventory of Keywords Slide 10: Plan - Inventory of Keywords Tool: MSN AdCenter Labs Slide 11: Plan - Inventory of Keywords Tool: Online Dictionary www.thesaurus.com www.thefreedictionary.com www.yourdictionary.com www.visualthesaurus.com Slide 12: Plan - Inventory of Keywords Tool: My Selection Table Copyright Thierry Arsenault Slide 14: My Resource for Excellence. Get More Bytes for your Bucks! Slide 15: My Resource for Excellence. Get More Bytes for your Bucks! Workshop #4: Writing for the Web 10:15am-2:45pm, Friday, September 18th, 2009 Slide 16: Writing for the Web - Developing a Content Plan A A content plan is prepared: Each subject (key phrase) is divided to represent a Web page (mapping). B A brainstorming exercise is conducted to find alternatives for each of the key phrases. C Tools are used to identify the key phrases that need to be optimized. D Pages are created in accordance with the basic principles of writing for audiences and robots. Content Plan Writing Guide Copyright Thierry Arsenault • 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. Slide 17: Writing for the Web - Web User Reading Habit Short attention span Don’t like long text They scan text They look for specific key phrase/information that answer their needs (their search terms) They look for headlines They like short sentences … Back Slide 18: Writing for the Web - Writing Strategically - Is my text: Copyright Thierry Arsenault 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 Slide 19: Writing for the Web - Writing Strategically - Is my text: Focusing on the key phrase? Proximity (top +beginning), frequency, density, emphasis (bold, strong…) In the Title element In the Header (H1) element In the first phrase In the Meta description tag In the Meta keyword tag In 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 Slide 20: Writing for the Web - Writing Strategically Copyright Thierry Arsenault - Does my text: Hold images that support my text? Use White space = eye relaxation? Contain between 250 and 500 words? Slide 21: Writing for the Web - Title element Top of browser window • 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. Copyright Thierry Arsenault Result page on Google Source code <!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 --> Slide 22: Writing for the Web - Source code Domain name: File name: Directory: Title element: Hyperlink: Description element: Keyword element: Image: Header element: Emphasis: Your phrase here.ca Your phrase here.html or jpg… /Your phrase here/ <TITLE> …Your phrase here</TITLE> <A HREF=“…” >…Your phrase here</A> <META NAME=“description” CONTENT =“…Your phrase here” <META NAME=“keywords” CONTENT =“Your phrase here” IMG SRC=“…” ALT= “…Your phrase here” TITLE=“Your phrase here” <H1> …Your phrase here </H1> <H2>, <H3>… <STRONG> …Your phrase here </STRONG> * Only when appropriate * Slide 23: Writing for the Web - Density…2% Is Enough Phrase: Search engine optimization Frequency: 9 times and 12 times Total: 704 words Density: 2% Copyright Thierry Arsenault Source: www.marketleap.com Slide 24: Writing for the Web - Optimizing Images 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 Slide 25: 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> Slide 26: Writing for the Web - Optimizing Images Optimizing Images • Link (<a href="landing page where the image will link">) – Meaningful landing page <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> Slide 27: Writing for the Web - Optimizing Images Optimizing Images • Link (<a href="landing page where the image will link">) – Meaningful landing page • <img src="where the image is located">) – Meaningful folder name <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> Slide 28: Writing for the Web - Optimizing Images Optimizing Images • 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! <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> Slide 29: Writing for the Web - Optimizing Images Optimizing Images • 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 image Additional information / Description of the image Photo credit short + descriptive + optimized <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> Slide 30: Writing for the Web - Optimizing Images Optimizing Images • 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 image Additional information / Description of the image Photo credit short + descriptive + optimized 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> Slide 31: Writing for the Web - Optimizing Images Optimizing Images • Link (<a href="landing page where the image will link">) – Meaningful landing page • • • • • • • • • File name: Key-phrase in it File extension – Jpg=picture, Gif=graphic Caption should have hyperlink • <img src="where the image is located">) – Meaningful folder name Caption under the picture – • <img width="xx" height="xx“> – Just have them! Thematic text: Surrounding the image – Proximity Title attribute (<img title="your text“>) Title of the image Additional information/Description of the image Photo credit short + descriptive + optimized SEO content: Smart writing – Support the page thematic Social tagging Comments Enable Google Image Search (wm) Fast download time 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> Slide 32: Writing for the Web - Social Tagging and Comments Social tagging Comments Slide 34: My Resource for Excellence. Get More Bytes for your Bucks! Slide 35: My Resource for Excellence. Get More Bytes for your Bucks! Workshop #5: Evaluation (Web Analytics) 3:00pm-4:00pm, Friday, September 18th, 2009 Slide 36: Web Analytics - Follow-up on Results To be taken into account at the very beginning of the website’s development Analyze robot visits separately from human visits Use cookies. Explain trends rather than figures (Graph) Limit the length of your report (Report = Action) Add distinct parameters to each of your marketing initiatives Try to measure your traditional initiatives PPC: Measure the impressions, clicks, CTR, CPC, quality, conversion rate, cost per conversion Your image: Get comments/posts on your domain name, your institution, your executives … RSS, alert… A-B Testing Slide 37: Web Analytics - Follow-up on Results Number of pages on your site intended for your target markets • Number of pages indexed by search engine Ranking analysis by key word and phrase Number of inbound links General statistics Visitors, 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 page Number of visits per search engine Indexed pages factor on the total number of pages intended for target markets … …to better compare Slide 38: Web Analytics - Monitor Reputation Slide 39: Web Analytics - Monitor Reputation Twitter General Yahoo Pipes Plaxo Slide 41*: My Resource for Excellence. 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