Information Design and SEO
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Transcript of Information Design and SEO
Help People “See”
Serena Carpenterhttp://
serenacarpenter.com@drcarp
What is SEO?
Search Engine Optimization (SEO)Optimizing a website for search engines so people can find your content
Everybody Searches!
Speaking the Language of Your Customer
25/75 rule (or 20/80 rule)On-page elements and marketing
25% of SEO (page) (Hubspot)
Page Title
Headings
Page text Bold
First few sentences
First few words (50-100, but hopefully even sooner) of a page's text content.
25% of SEO = (code)
Meta tags http://www.public.asu.edu/~smwester/shann
awester URL
• Alt text on images/video (img file name & alt tags)
• No HTML• Search engines can’t read text in images, Flash, video• Need description tag
Attach text to multimedia/animation
75% of SEO = Marketing(Hubspot)
Social media can help brand’s overall search presence
Recommendation from friends “I know Mike Smith.” “Mike Smith is a marketing expert.”
Links to your site are online recommendations Use social media and comments to encourage
people link to you
SEO Tips
Use the language of your customer/reader Make sure your text is extractable
Thoughtful use of multimedia (Flash, JavaScript, video)
Provide the most relevant, useful info Share (and gain links)
Finding Keywords Google Trends Google Insights for Search Twitter Streamgraphs
Streams last 1000 wordsrelated to search word
Google Adwords
Make it easy to scanClean hands prevent
infections. Keeping hands clean prevents illness at home, at school, and at work. Hand hygiene practices are key prevention tools in healthcare settings, in daycare facilities, in schools and public institutions, and for the safety of our food. Handwashing can prevent infection and illness from spreading from family member to family member and, sometimes, throughout a community. The basic rule is to wash hands before preparing food and after handling uncooked meat and poultry, before eating, after changing diapers, after coughing, sneezing, or blowing one's nose into a tissue, after using the bathroom, and after touching animals or anything in the animal's environment.
• Clean hands prevent infections and illness.
• Wash hands before:• Preparing food.
• Wash hands after:• Changing diapers• Handling uncooked meat
and poultry.• Coughing, sneezing, or
blowing one's nose into a tissue.
• Using the bathroom.• Touching animals.
Make it easy to scanClean hands prevent
infections. Keeping hands clean prevents illness at home, at school, and at work. Hand hygiene practices are key prevention tools in healthcare settings, in daycare facilities, in schools and public institutions, and for the safety of our food. Handwashing can prevent infection and illness from spreading from family member to family member and, sometimes, throughout a community. The basic rule is to wash hands before preparing food and after handling uncooked meat and poultry, before eating, after changing diapers, after coughing, sneezing, or blowing one's nose into a tissue, after using the bathroom, and after touching animals or anything in the animal's environment.
• Clean hands prevent infections and illness.
• Wash hands before:• Preparing food.
• Wash hands after:• Changing diapers• Handling uncooked meat
and poultry.• Coughing, sneezing, or
blowing one's nose into a tissue.
• Using the bathroom.• Touching animals.
User don’t read. They scan.
Write for Human Searchers Rule of 2
Two words of headlines Two words of sentence Two paragraphs
Searchable Headlines Don't use puns, metaphors or wordplay Frontload with keywords First 45 - 60 characters
Summary Deck
Brief summary under headline
Structure
Shorter articles 300-400 words 600-800 words
Short sentences Subject-Verb-Object One idea per sentence (which, and)
Two sentences or eliminate words Broadcast & print
Single-spaced One space between paragraphs
Text Formatting
Paragraph chunks 1 – 3 sentences Don’t indent
Subheadings If text exceeds 300
words or more
Pull quotes
Lists
Lists
Providing a Service Contact info
Stats Background Information
History Instructions
Write concise• Go back and edit
• Don’t start with “There are/is”• Delete “very”• Delete “of the”• Delete “always” “existing”• Just “to” and not “if you want to” or “in order to”
• ACTIVE voice – Home prices fall. Home prices crash.
• Periods and commas inside quotation marks• No punctuation in headlines
Information Scatter What is a melanoma?
Information Scatter What is a melanoma?
What are the risks and preventive factors for melanoma? 728 unique pages (336 facts)
Linking
1 – 2 words Text around link should be
descriptive Link with purpose Link outbound No “click here” or full URLs
Photos
Video
Quality
1. Are we making our community feel better-informed or merely distracted?
2. Are we synthesizing information, or merely aggregating it?
3. How are we serving those who know [nothing | a lot] about the topic?
4. How are we managing our own info overload?
Blogs About or Contact page
Email, pic, and bio Post (LOOK AT HANDOUT)
At least one link Original Writing Research
Stats Informational or entertainment value
Blogroll Comment
Comment URL and comment text
Class Lecture: 1) Branding and 2) social media
Buy your hard drives!!!!