'PR is not about your boss seeing your company on TV. It's about your buyers seeing your company on the Web.' David Meerman Scott 2010 |
Social media release
Why is it needed?
Writing for the web
John Morkes and Jakob Nielsen: Concise, scannable, objective: How to write for the web
'Keep it short
Barr et al 2010, p5
E X E R C I S E
Before
Everyone loves a picnic, which makes this deluxe picnic basket set the perfect gift. You'll find it's fully loaded with plates, glasses, flatware, and napkins for four, plus a bread knife, a cutting board, salt and pepper shakers, and a corkscrew. It even comes with a fleece blanket for the family to sit on. Buy it now for only $49.99.
After
This deluxe picnic basket set makes the perfect gift. It's fully loaded with:
Buy it now - $49.99
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Search engine optimisation
'As a content creator, your best SEO techniques are (1) to write information-rich copy that people will want to read and (2) to figure out which words people are likely to use in searches, and then embed those keywords throughout your copy.'
(p394)
'Good SEO copywriting makes your page more readable for both search engines and humans. (p395)
But:
'Optimize your site for people first - through clear, concise writing - and for search engines second.' (p395)
Copywriting for SEO
E X E R C I S E
Review this postgraduate class blog with articles by students. What do you think of the themes and writing style.
Now look at this blog about PR at Leeds Met.
Email your articles to rbailey@pobox.com by 8pm today. You will all receive feedback.
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Key Source
Chris Barr et al (2010) The Yahoo! Style Guide: The Ultimate Sourcebook for Writing, Editing, and Creating Content for the Digital World, Macmillan