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Tony GonzalezWRITING FOR MOBILE
TONY GONZALEZNASHVILLE PUBLIC RADIO
MOBILE 101: GROWTH
Source: Reuters Institute for the Study of Journalism
48%
30%
MOBILE 101: SUPER USERS
Mobile
is
social
1 story, 3 mobile views
Mobile critique
Mobile critique
Does the story fit?
Can you see the lede?
Is the headline
truncated?
Do graphics function?
Mobile critique
Mobile critique
Mobile critique
Mobile critique
Your turn.
Does the story fit?
Can you see the lede?
Is the headline truncated?
Do graphics function?
Content-management
systems
Which
systems do
you use?
Content-management
systems
GOAL: Sharpen our ledes and
craft concise summaries/lists for
mobile readers.
GOAL: Write accurate, click-
worthy headlines that are
optimized for search and social.
OVERVIEW:
TODAY’S WORKSHOP
WRITING FOR MOBILE
Stay conversational.
Mobile foundations
Many mobile users scan before
they read.
Bullet points and breakout lists
give max value at a quick glance.
Mobile foundations
Subheads
Bullet points
If you can say it better than your
source, skip the long quote.
Mobile foundations
Mobile-writing exercise 1
Open your app / mobile site.
Identify a story that could be
more mobile-friendly with:
a bulleted list
1 or more subheads
Know — when your audience is
present
Understand — what they’re
searching for
Fill — all available story fields
BEFORE YOU PUBLISH
Know when they’re reading
Desktop
Mobile web
iPhone
appiPad app
8 a.m. Noon 8 p.m.
Check Google News & Trends
Fill all fields
Fill all fields
Title photo files something other
than “IMG_8888.”
When uploading, fill the ‘alt text’
and ‘title text’:
A word about photo files
Not so good: <img src="puppy.jpg" alt="____"/>
Better: <img src="puppy.jpg" alt="puppy"/>
Best: <img src="puppy.jpg" alt="Dalmatian puppy play fetch">
MOBILE HEADLINES
& SEO
It’s fierce out there.
SEARCH MATTERS
Source: API
Write about implications, not
events.
Mobile-headline mentality
Write about implications.
Mobile-headline mentality
Write about implications.
Mobile-headline mentality
Headlines make a promise — be
sure to deliver.
Mobile-headline mentality
(A) How kinky are Globe readers?
Take your best guess
(B) We asked. You more than
answered. The results of The
Globe's sex survey
A/B QUIZ 1
(A) How kinky are Globe readers?
Take your best guess
(B) We asked. You more than
answered. The results of The
Globe's sex survey
A/B QUIZ 1
(A) How kinky are Globe readers?
Take your best guess
(B) We asked. You more than
answered. The results of The
Globe's sex survey (+150%)
A/B QUIZ 1
(A) Why organic produce may be
worth the money
(B) Organic produce may be
smaller, but it’s mightier in
nutrients
A/B QUIZ 2
(A) Why organic produce may be
worth the money
(B) Organic produce may be
smaller, but it’s mightier in
nutrients
A/B QUIZ 2
(A) Why organic produce may be
worth the money (+353%)
(B) Organic produce may be
smaller, but it’s mightier in
nutrients
A/B QUIZ 2
(A) 5 minutes, 8 robbers, a $50-
million haul in diamonds
(B) How 8 robbers stole $50-
million in diamonds — in 5
minutes
A/B QUIZ 3
(A) 5 minutes, 8 robbers, a $50-
million haul in diamonds
(B) How 8 robbers stole $50-
million in diamonds — in 5
minutes
A/B QUIZ 3
(A) 5 minutes, 8 robbers, a $50-
million haul in diamonds
(B) How 8 robbers stole $50-
million in diamonds — in 5
minutes (+38%)
A/B QUIZ 3
A/B QUIZ 4
A/B QUIZ 4
(+51%)
It’s specific
It’s easy to understand
It prompts a reaction
It’s not overly clever
It captures the spirit of the story
Headline Checklist
Specific.
Understandable.
Spirited.
Original:
Atlantic Aviation appeals proposed
private jet facility at San Jose airport
Revised:
Google’s plan to park jets at San Jose
airport is challenged by competitor
Headline Checklist
Original:
Environmental, animal welfare groups
move to ban lead bullets for all
hunting in California
Revised:
Ban on lead bullets pushed for all
hunting in California
Headline Checklist
Start the headline with a
keyword, then a colon.
Simple headline methods
Start the headline with a
keyword, then a colon.
Simple headline methods
SEO Pro Tip
Try writing in full sentences.
Simple mobile methods
Brainstorm more options than
you need.
Dogs Rabies Vaccines Nashville
Simple mobile methods
Google displays the first 55-60
characters
More SEO Tips
Headlines get a
boost with:
“this”
“that”
“these”
More SEO Tips
SEO KEYWORDS
SEO KEYWORDS
Use the keyword early in headline
Place keyword early in first graf
Avoid filler words that disrupt the
keyword /keyword phrase
SEO Keywords
Avoid synonyms for synonym sake
Include keyword in captions
Use the keyword in related links
SEO Keywords
Original:
Stanford abuzz over link to make-believe leading lady in Notre
Dame football star’s love hoax
Revised:
Manti Te’o hoax has Stanford abuzz over link to fake girlfriend
SEO in action
Headline exercise 1
Write a mobile-friendly headline.
Should it be different for social or search?
How The World’s Biggest Beer Company Failed At Total
Domination
Budweiser’s Owner Wants To Buy Coors And Miller — But Can’t
Headline exercise 1
Headline exercise 2
Write a mobile-friendly headline.
Should it be different for social or search?
On Instagram’s Birthday, These Are The 5 Most Popular Feeds
Instagram’s Most Popular Feeds Have One Thing In Common
Headline exercise 2
Headline exercise 3
-> Reopen your mobile site and
choose a top story.
Rework the headline.
Brainstorm at least 3 ideas.
MENTALITY
Write about implications.
Deliver on a promise.
Keep it simple.
Mobile-headline writing
TUNE UP YOUR SEO
Keep it to 55 characters
Include team names
Try “this” or “these”
SIMPLE TRICKS
Start with Keyword: ___
Write in full sentences.
Brainstorm.
CHECK THE CHECKLIST
It’s specific
It’s easy to understand
It prompts a reaction
It’s not overly clever
It captures the spirit
