Killer Web Content Author: Gerry McGovern. The Theory ContentA valuable asset and if managed well...

Killer Web Content

Author: Gerry McGovern

The Theory

Content A valuable asset and if managed well can deliver tremendous value

• During the 1980’s web focus was mainly on technical aspect, then visual design. Now the focus is on quality content which make a website successful.

The PracticeThe ability to write content for your audience and not for your

ego

• Your audience will focus on their own needs and those of their family and loved ones.

• Making your audience feel special means having the ability to understand what they really care about.

• What your audience really cares about can sometimes mean the opposite of what you really care about.

Writing Killer Content

• Create three or fewer readers, who make up your site audience.

• Create people who you can think of as you write your content.

• Interact with your reader on a daily/weekly basis. Talk to them and observe them.

Writing Killer Content

• Name your reader.• Put a face to your reader.• Where do they live.• What is their history.• Identify three or less TASKS that they came to

your site to complete

Writing Killer ContentCarewords

• Your audience will scan your content looking for THEIR carewords. If they do not see them they will frustrate and leave.

• Prepare a list of potential carewords, have friends choose their favorites.

• Analyze the results.

Writing Killer ContentHeadings

• They must have punch.• Make them compelling.• Use carewords.• Lead with need.• Use the word “you” in the heading.• Ex: Did you receive a DUI ticket?• Follow up the heading with a summary.• Ex: We specialize in DUI tickets and the law firm of

Winkle Binkle is who you need.

Writing Killer ContentSentences & Paragraphs

• Make one point in your sentence.• Use your carewords at the beginning of the

sentence.• Be clear.• Paragraphs should be 70 words or less.

Writing Killer ContentSearch

• Write and understand how people search.

Writing Killer ContentSearchHow to get found

Every day millions of people search the web and if your site does not appear on the first page of the search results you may as well

not exist. Getting someone to click on your search result is just the first step.

Writing Killer ContentSearch

• Write for how people search.• Search is a network activity. If no one is linking to you

then you do not exist as far as the network is concerned.

• Be organized, having a complete and logical linking system for your site allows search engines to index your pages more easily.

• Original content• Each web page should focus on one idea.• Lead with your carewords.

Writing Killer ContentSearch

• Start your hearing and summary with the strongest carewords you have.

• Using carewords in a sentence; start with it or as close to the beginning as possible.

• Using carewords in a paragraph; make sure it is in the first sentence.

• Use emphasis by using <H> tags.• Use carewords in links.

Writing Killer ContentSearch

• Write a good title tag.• Write a qualitiy description tag.• Have lean quality html.• Have a site map.• Manage your files on your site. No one likes to

download a pdf.• Frames are not a good idea, slow to load and

difficult to bookmark.• Watch your javascript.

Writing Killer ContentSitemap

• Creating a sitemap allows search engines to go deeper into your site.

• Your audience will appreciate the sitemap as it will give them the ability to quickly scan where the major sections of your site are.

Writing Killer ContentConclusion

• Treat your website as your publication. Take your content and ideas and turn them into compelling stories with a clear message your target audience will enjoy.

• You cannot reach everyone on the web. If you try to reach everyone you may reach no one.

• A great website will communicate its task immediately.

• Keep it simple.• Search engines prefer text over Flash.