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PR Write Quiz 1 pt.2

PR Writing Quiz content from chapter 1. section D to E

TermDefinition
Visitor information (to websites) Websites function differently than print: * distribute info quickly * info on computer screen is read 25% slower * ppl click/scan, moving quickly from topic to topic * scan headlines, summaries, captions first * user driven; search through content
Due to the varying nature of web writing... Navigation is critical! Navigation clues include page titles, subheadings, description tags and links.
SEO Search Engine Optimization; user enters via a search engine query. SEO helps users find your site. Do this by creating webpages the search engine crawlers will determine as matches for keyword searches.
Keyword A word or phrase included in the website content to help a search engine locate particular pages; typed into search engines while seeking relevant websites.
SEO (alternate definition) Editing and inserting content from HTML codes to increase the relevance of specific keywords and to remove barriers to search engine crawlers. The better optimized your site, the higher on the search results page it will appear.
Google's method to optimizing your website: Create a useful, information-rich site that accurately describes your content. Consult other search engines for guidelines, include videos and multimedia tools to boost visibility.
Increase search engine rankings by: - providing original info - providing info of value that can benefit users - clearly describe website content - ensure that other sites link to your site - use good navigation tools and structure in building your site
Tips for Identifying and using keywords - create a list of potential keywords - brainstorm/ visit discussion forums - know your competitors/ their keywords - use single words as well as phrases - avoid industry jargon - use a keyword research tool - dig deeper / narrow your choices
You should... finalize your list to 15-25 keywords
How to use keywords Content: use 3 to 4 keywords per page when writing your content. Heads, links, and navigation: use keywords in page content, page titles, internal headlines, <alt text>, and links, including navigation links.
How to use keywords part 2 Meta Description: Use keywords in the meta description for the page (a hidden, concise description of page content) sentence of up to 155 characters; don't appear on the visible page. Ranking: ranking based on score of importance.
Guidelines for web writing part 1 - be concise (no longer than 1,000 words) - no long paragraphs - spit content into info bytes; 1 idea per para - skip intros or welcomes - use inverted pyramid - put key information first - build in appropriate links
Guidelines for web writing part 2 - use bite-snack-meal approach (headline is bite, full article is meal, snack is a 2 to 3 sentence) - Use bulleted lists, numerals and sentence fragments to make text scannable. - Use headlines and subheads to break up text.
Guidelines for web writing part 3 - Use non-distracting graphics. - Include printable PDFs of key documents. - Highlight key passages for emphasis. - Be objective - Make text timeless - Use sentence fragments - Use numerals rather than spelling out numbers
The job of web headlines to help users skim through copy and locate their desired information; single most important words on your webpage
What 3 audiences do headlines appeal to? your reader, search engines, and social media
Headline writing tips * write headlines that summarize content * make every word meaningful * write short, direct headlines with keywords (5-8 words) * front load; most important words 1st * use passive voice/numerals * lists/ how-tos; internal headlines
Social Media A rapidly changing area of strategic writing that involves understanding; successful social media writing is planned.
Social media book definition Software, platforms and websites that allow people to share information
Social listening paying attention to trends and learning to identify engagement opportunities by monitoring social media conversations that align with our personal/organizational interests
Social engagement Interactions that can result from social listening and joining the conversations
Understanding your organization's target audience(s) is key to successful strategic communication true.
Steps in the strategic use of social media 1. Listening. 2. Planning.
How often to post? Experts say.. Twitter: 10-15 tweets per day Instagram: 1-2 posts per day Facebook: 1 post per day Linkedin: 1 post per day Pinterest: 10 pins per day - these numbers don't reflect how often you should join social media conversations
First 4 tips for social media writing 1. Pause to plan (don't write until you've considered purpose, audience, and media.) 2. Focus on audience wants, needs, or interests. 3. Create a social media personality (voice) for your org (informality with slightly edgy sense of humor)
Last tips for social media writing 1. Don’t shoot from the hip. (Social media dashboards can help with approval of posts.) 2. Stay up to date with social media dashboard technologies. 3. Engage your readers 4. Be concise 5. Use visuals 6. Use analytics to learn which posts work best
Think beyond... "buy now" messages
It's imperative that... organizations establish social media policies, as well as train employees in their use.
What is the bite-snack-meal approach? A homepage headline serves as the bite and is a link to the full article (the meal), which appears on an interior page. The snack is a 2-3 page summary of the article beneath the headline.
Created by: FaithMcBaith
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