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Posts Tagged ‘writing for search engines’
Recently, Globe and Mail columnist and author Russell Smith asked his readers whether they still used two spaces after a period, as taught in 70s typing class, and serial commas, as in apples, peaches, and pears.
From the hundreds of passionate responses, he concluded that his readers are retired English teachers, editors in their 50s and typographers in their 40s.
Extremists versus Xtremists
Russell’s readers overwhelmingly insisted on two spaces after a period. In Write like you talk–only better, I advise people to closely follow the rules when they’re writing for people like this. I love to impress them with hyphens in compound adjectives and other triple lutz marks. But this is going too far.
With doubles or singles after a period, no one, beyond the extremists, is going to notice. Besides, adding a space lets my picky clients feel they are correcting something in my writing. Better to have them add a space than mess with a phrase I’ve worked hard to perfect.
It’s like the story an old boss told me about the cartoonists working for the persnickety Walt Disney. Often they would give Mickey an extra finger so Walt would have something to fix and leave the rest alone.
International uproar
It’s not just Russell’s demographic and Canadians who are stuck in typing class at the same high schools where they taught us that the girls whould continue to secretarial school and Pluto is a planet. I’ve participated in heated discussions with professional communicators around the world on my Linkedin group for the International Association of Communicators.
In the double space debate, I was amazed that so many professionals did not know that the world had changed. I was struck by the ferocity and length of the debate over serial commas.
Although banned by lots of style guides, many cling to the serial comma, even though we all understand what’s meant by apples, peaches and pears. No comma required. Don’t get me going. Read my post about minimalist punctuation
The real issue
What scares me is the chasm between the people who champion the musty old rules and the people who display a total disregard for the linguistic conventions that enable us to communicate. Let’s build a bridge to bring us together.
The advent of computers has meant people are writing more than ever before. With social media, they are even writing for pleasure, which had gone out of style when the telephone was invented.
To you people who care about double spaces and serial commas: I have no problem with you feeling more comfortable writing this way. But let’s calm down and allow writing to evolve. As long as we aren’t flouting rules that help us understand each other, who cares?
Readers make snap decisions about whether they will open your email, read your report or check out your blog. So you have to hook them right away.
First impressions count. So take the extra time, like you would for a first date, job interview or new school.
To do that, your title, subject line or head and the first paragraph or two should include:
1. a quick summary of what you’re going to explain
2. the most important details
3. the benefits to the reader
4. a balance of keywords and interest generators
5. how you’re going to explain
1. Summarize
Tell them what you’re going to tell them. Chop up any unnecessary verbiage.
No setting the scene, providing background or personal chitchat. Cut to the chase.
For most people reading email, remember you start communicating with the subject line, then continue with the section that’s viewed in the preview pane, usually in text only. While the specifics may vary with the media, the most important part is always what people read first.
2. The most important details
Because so many people stop reading after the first paragraph or two, you have to pack in the vital information up front. Don’t wait to tell them which day your meeting will be.
Think about the W5s (Who, What, When, Where and Why) and make sure you cover all or at least the most important ones as soon as you can.
This creates an inverted pyramid style, where information is presented from the most important to least important. It works any time you think some people will not read through till the end.
3. What’s in it for me?
With so much writing clamoring for attention, you need to give readers a clear reason to start and continue by clearly stating reader benefits in the lead, or lede as some people still spell it.
Think about specific people you’re writing for or the people you would most like to read your work.
4. Keywords and interest
The challenge is to strike the right balance between an opening that captures the attention of readers and the bots. I favor the people, but thousands of SEO experts would disagree.
Ideally, you need clear titles and first sentences that help people find what they’re searching for combined with teasers, drama, memorable phrases and other ways to reel in readers.
Try balancing a catchy title with a first sentence with keywords or a simple title with keywords and a wild and crazy first paragraph.
5. Structure
Your title and lead will also introduce your logical structure. For example, you might be providing three tips to stay fit or five steps to set up your Facebook page or telling a story about a dog saving a baby from a cougar.
So you’ll need to know not only what you’re going to communicate and who you’re trying to reach, but also how you’re going to organize it.
This helps your readers and gives you a map to follow for the rest of your writing. Much easier than wandering aimlessly.
First impressions count most
Writing a great lead can be the most thought and time-consuming part of your writing. But by attracting readers and encouraging them to continue, it’s worthwhile.
It’s like spending extra time to get ready for a party or your first day of kindergarten. First impressions are everything.
How to make a keyword sandwich
Just as the way into a man’s heart is through his stomach, so the way into a search engine robot’s index is through a keyword sandwich.
That’s what I learned last week, when I met with Rob Campbell and later read his book.
Word filling
What I’m writing is the meat, according to Rob. I don’t want to put off the vegans so I’ll call it filling.
The challenge is to use keywords in the headline, subtitles, photo alt text, tags and categories and link text.
I need to wrap that filling in two slices of bread: the first one photos, the second bookmarks, Twitter, discussion groups and more.
My keywords for this post are going to be “keyword sandwich,” though normally I would write about grammar, punctuation, catchy slogans and other practical writing advice. Or I would promote my book, Write like you talk–only better, which should be ready launch later this week.
Although keyword sandwich is new for me, I may write about it more as I describe my journey up the blog food chain.
Photo bread
The first piece of bread that supports the filling is the photo. Before I got serious about my blog, I couldn’t understand why people insisted on inserting often-silly or irrelevant photos. Then I discovered that these photos add links and give you more opportunities for keywords. So I’m in.
I’m still not crazy about stock photos, so I just bought a new camera, to replace the one my daughter recently lost. Maybe I’ll also get some of her artsy friends to take some photos for me. Of course they are experienced photographers, having recorded much of their lives on Facebook.
Social media bread
The second piece of bread is the bookmarking and other linking I will do when it’s posted, again writing keyword sandwich in each one.
I’ve always felt uncomfortable Digging my own posts, but apparently I need to get over it. Usually, I tweet my posts but I only post them on Facebook if they’re funny or of general interest, because most of my friends do not care what I do for a living. Note to self: change the Linked setting so my posts from this site automatically go there.
This whole blog promotion etiquette, where it’s unseemly to gorge but dangerous to fast takes some getting used to.
= Keyword sandwich
Of course, the proof of the pudding, or keyword sandwich, is in the eating. Let’s hope the robots enjoy this sandwich, though I’m a little worried I’ll be accused of keyword stuffing. If I am guilty, sorry robots, I’m still learning.
Maybe I can make it up with a beer or a dessert to go with that sandwich. Works for men. Might as well as try it with robots.