Search engine optimization (SEO) is an important design element for information that is delivered out on the Internet. You want your information to be found (and used), and some folks encourage content creators to focus on SEO. But, and that’s a big but, there’s a good bit of “noise” in all of what is said about how to achieve good SEO for your information. I recently culled through external and internal SEO guidelines and pulled together a checklist for my team of web editors to use when editing articles.
Good SEO means that your content appears high (or first) in the search results page (SERP). Many of the SEO guidelines aim to help your content reach this position. In the end, though, most of the guidelines can be summarized as follows: Content that is accurate, complete, and well-written, and that answers your users questions will be found quickly and easily. It really is as simple as that.
If you really want one resource to learn all about SEO, go here: http://searchengineland.com/guide/seo. You can dive down into 9 chapters that teach you all about SEO. They cover them all from content, to architecture, to HTML coding, and even include “off the page” ideas like trust, links, and social media influences. The periodic table of SEO is a handy reference to remind you of all the elements of SEO.
As I reviewed the checklist that I created, I was able to boil all the SEO guidelines down to just 3 main guidelines:
- Use keywords in all the right places – titles, subtitles, headings, abstracts, links, alt-text for images, and so on. Identifying and consistently using 3-5 keywords per piece of content is all you need. “Front-load” these elements with your keywords; that is, make sure they appear early on in the title, subtitle, heading, etc. Notice that I did not include metadata in that list, as most search engines ignore keywords stuffed into the metadata. They look for them in well-written content.
- Watch the length of things – Because titles, subtitles, abstracts, and headings might be used in the SERP or used in social media, it is important to watch their length. SERPs and social media will both cut off or eliminate characters when these lengths are too long. Titles should be less than 50 characters, including spaces; Abstracts should be less than 155 characters, including spaces. When crafting tweets, consider using only 100-120 characters to leave room for URLs and image URLs, and everyone’s favorite hashtags.
- Craft better blurbs and tweets – Because SERPs will pull in and use well-written abstracts (or blurbs) that include keywords, you want to make it easy for search engines to use what you have written instead of grabbing some random paragraph or parts of sentences that include the keywords. And, because social media shares help your SEO, help craft the tweets that are used for your content.
I am sure that there is an SEO expert out there with their mouth all agape at me simplifying and summarizing SEO guidelines in this way, but I’d rather keep my writers and editors focused on delivering high-quality, useful content for our readers than trying to manipulate algorithms or focusing on metrics and the wrong content.
Sometimes, your Twitter feed serves up just the exact right article that you need in your current work projects. I’m trying to carefully define and refine a reference taxonomy for the site that I work on. And, the article “Taxonomy-driven Content Publishing” by Stephanie Lemieux and Michele Ann Jenkins is exactly what I needed to read to keep me forging ahead with this behind-the-scenes, sometimes unloved task of building and enhancing a reference taxonomy.
Taxonomies help make sense of the sheer volume of information that we produce (and that our readers consume). Taxonomies can help automate or dynamically generate pages and related links, by curating or aggregating content for us. Taxonomies are categories and topics, not just a set of keywords, and the level of detail in the relationships is a critical aspect to the design of a good taxonomy. And, while taxonomies enable dynamically aggregated content, don’t forget to apply editorial control and highlight certain pieces of content on those automated pages.
This wonderful article has inspired me to read further (I have The Accidental Taxonomist by Heather Hedden sitting by my computer) and to delve into the crafting, designing, revising, and improving on our reference taxonomy. Do you have a favorite article or book about developing taxonomies?
Listicles, articles or blog posts that include a numbered list of “things,” get more readers. People love lists. They are scannable, they are memorable, and they are sharable. Perhaps one reason people go to these listicles is because they often have strong headings.
The Nielsen Norman Group (NN/g) recently published the listicle, “Headings Are Pick-Up Lines: 5 Tips for Writing Headlines That Convert.” When my Twitter feed presented this article title itself (and its link) as the tweet, I quickly clicked to go read more.
I’ll let you go read this article to get the 5 tips, but I’ll summarize them in my own words here:
- Headings need to stand on their own. They should communicate something to the reader in and of themselves.
- Be specific, and use user-centric language.
- Avoid idioms, and limit jargon. Know your audience, so that you know what language will communicate easily with them. (Of course, the title of their article used “pick-up lines,” which seems idiomatic to me?)
- Be concise. SEO suggests less than 55 characters, including spaces!
- Put important keywords first.
I once again registered for an STC Webinar on video production. This one called “From Concept to Production.” This Webinar was a follow-on webinar by Ken Cicero to his prior webinar, “When is Video the Answer (and When Isn’t It)?”
He covered 4 types of videos:
- live action (talking heads)
- screen capture (UI demo)
- animation (motion graphics)
- hybrid (combining the other 3)
He went through the pros, cons, and tools for the 3 different types, and these were the general takeaways from the webinar:
- With live action video, by including real people, looking at the camera, you bring empathy into the mix. Empathy helps communicate your message more completely, more clearly.
- With screen capture video, make sure that you set your screen resolution really high, so that you can zoom in on a part of that capture. You can load the image smaller, to show the big picture, the whole picture, but then zoom in on the area of interest.
- Camtasia is good for newbies and solid basic video production. Try to use a headset mic or better still a standing mic, and not just the mic from your laptop, to get the best quality sound.
- Content is still king. Don’t get wrapped up in the video effects and production. Make sure the video still communicates what it needs to.
- Always start with a solid, concise script. Don’t just ramble to the images.
The title of this blog post is a partial quote from the article, “The Better Angels of Our Writing: Good copy editors can save us from ourselves” by Rachel Toor. Here is the full quote (paragraph):
My experience of receiving editing, both substantively and line by line, is that it’s like love. Good copy editors see me not just for who I am but for who I want to be, and they help me get there. They point out what I do well, but they also notice my tics and bad habits and try to break me of them.
Throughout this article, she extols the benefits of having a good copy editor, one who is not rigid in her application of style rules but passionate about helping the writer put out a great, accurate, and readable product. She provides great book reviews of books written by great copy editors, from whom she uses as models for all us copy editors. These copy editors are humble while taking great pride in their work; they admit that they make the same mistakes they often correct in the authors that they support.
In our Technical Editing Fundamentals course that Linda Oestreich and I teach, we encourage editors to be a “partner in crime” and provide editing comments that writers are happy to apply and learn from, because they know that we editors are on their side.
Have you hugged your editor today? Happy editing everyone!
I follow a large number of copy editors in my Twitter feed. So, I often see articles about journalism, as a majority (perceived, not actual) of copy editors work in a journalism field. I suppose the definition of journalism is changing, and so the field is also changing. In any event, I ran across this article, “10 basics today’s journalists need,” and found it to apply to most communicators today. Because most communicators publish their communications out on the Internet, it really can apply to more than just journalists.
This article starts with the following graphic image of the 10 basics:
I have mentioned, quite incessantly actually, that communicators must know their audience. Levin presented this list “in no particular order” but I would put “know your audience” right up top. As a matter of fact, I think I will present these 10 basics in the order of importance (all of them are important, don’t forget) that I feel is needed for communicators today. I will make my own comment after the basics.
- “Know your audience.” Always, always, always.
- “Stay adaptable.” Technology changes every day; you have to be able to keep up!
- “Clean your copy.” You can’t be so fast that your content is low-quality; poor quality content will put you out of work.
- “Produce content on multiple platforms.” We no longer communicate with just words – our audience wants info-graphics, videos, or info embedded in apps.
- “Learn basic coding.” Knowing a little bit of the down and dirty will help you work and play well with others on your team. In the age of mobile apps, your message needs to be part of the app, or needs to take advantage of how it all gets coded to be presented.
- “Keep it under 140.” Concise and precise is the mantra here. Blurbs become tweets, and tweets include URLs, so knowing how to summarize your content in fewer than 100 characters (including spaces!) is key these days.
- “Engage on social media.” I resisted this for the longest time, but now I love being out on LinkedIn and Twitter, and writing these blog posts to keep me adaptable (see #2) and to keep me involved with other experts in my fields of interest.
- “Master math.” Yes, it’s true, we all use math every day. (That’s a quote from a TV show called Numbers.) With big data comes data analysis, or what’s the point of collecting all the data in the first place. Also, the author mentions spreadsheets, and spreadsheets are often all about the math. Make math your friend. (I love spreadsheets, and use them every day in my job.)
- “Understand the economics.” To keep your job, and prove your value, you have to understand the business and economics of your company.
- “Build your brand.” This is all about “having a following” and bringing traffic to your company. I think this is really just old fashioned networking, and getting your name and your work out there. I put it last because if you do good work and get yourself out there even just a little, your “brand” just happens organically.
I hope you enjoyed this post. I really enjoyed writing it. I took the past few months off (due to a series of summer vacations close together), and I hope to get back into the swing of writing blog posts once a week. I had managed to post twice a week for awhile at the start of the year, but I think I’ll aim for once a week from now on.
I watched 3 different videos about design thinking last week. Here are the key ideas or principles that I took away from these videos:
- Keep it simple (John Maeda, Josh Reich)
- Be honest (John Maeda)
- Embrace the audacity of hope (John Maeda)
- Collaborate wildly and build on the ideas of others (David Kelley, pioneer in the Design Thinking field)
- It’s all about having empathy for our users (David Kelley)
- Must really listen to our users (Josh Reich)
- Keep asking why (the 5 whys) – (Josh Reich)