Learn the Basics of Writing for the Internet Audience—Part One Keywords

Learn the basics of writing for the Internet audience and you'll never lack for writing assignments.

Pretty strong statement, but in this day and time it's one you can count on. Look at an anonymous business owner with me and I think you'll see what I mean. We'll call him Joe and he's a plumber.

He's a smart business owner and named his business, ABC Plumbing. He chose carefully because with that name, he had a good chance of being the first listing in the directory under plumbers. That was ten years ago and that ad in the telephone directory kept him supplied with customers while it made him visible around the community. But as time went by, fewer people looked at the Yellow Pages when they needed a plumber. Instead they looked online.

Well Joe is a with-it sort of guy, and he had a website built. It wasn't fancy, but it did the job, just like the old ad in the directory. Actually the two looked a lot alike. But Joe began to see his traffic and customer base diminish. This was due to the fact that when someone searched on the Internet for a plumber in his area, his website didn't come up first. In fact, it didn't come up until page three of the search.

He did some research and found that he needed to add some things to his site to come up higher in the search engine. He came face-to-face with the new acronym SEO. Search Engine Optimization became his key to getting the name out about his business. So he started a blog and began tweaking the information on his site. But all this began to eat into the time he spent running a business.

At this point, the light bulb came on. Joe realized he was a plumber, not a writer. And this is where we come in. We can provide valuable services to businesses small and large. We can do what we do best—write—while allowing them to get on with business.

On with the Basics
The first term you need to become familiar with is Keywords.
A keyword is like a label. It's a short way—although almost always more than one word in length—to state the purpose of your article. Articles can have several keyword groups or only one. I only have one main keyword group for this article and it's Writing for the Internet. You'll see this keyword in the labels following this post. You'll also see some related keywords, Internet, Internet Audience, Learn the Basics of Writing for the Internet, How to use Keywords Effectively. 

I use groups of words because the point of the keywords is to direct the searcher to your website. You want your keywords to match, as closely as possible, what someone types into a search engine search box. People rarely type just one word because it gives too many options.

Here are the guidelines for using keywords effectively:

• Always use the keywords in the title.
• Repeat the keywords at least once in the first 50 words of your article.
• Spread the use of the keywords naturally and evenly throughout the rest of the article. (In a 400 word article that would mean using the keywords a minimum of three more times)

Learning how to use keywords effectively can make you invaluable to business owners, and for your own website. Over the next few weeks, every Tuesday, I'll continue this series on Writing for the Internet Audience.

I'd love to hear some of the aspects of this topic you'd like to see covered. Post your questions in the comments section and I'll make sure I cover them.

And...
Don't forget to join the conversation!
Blessings
Edie

You can jump to Part Two of Learn the Basics of Writing for the Internet here.

Writing for the Internet—Respect for the Common Email

One part of writing for the Internet that a lot of people miss is the lowly email. This method of correspondence has too long been neglected and ignored. Because it’s possible to reach so many through this simple delivery system we’ve somehow relegated it to the unimportant.

It is actually one of the most vital ways we use to reach out to others.

The reasons for this neglect are too numerous to innumerate in full, but just a few are listed here:

• The multitude of email we send and receive each day has…well…made us lazy. We no longer pay attention to the common principles of grammar. We dash off missives full of sentence fragments, misspellings and punctuation gone wild.
• The conversational tone has reduced our correspondence to an undecipherable mélange of clichés and half-conveyed information. We run thoughts and sentences together with the assumption the reader will get enough of what we’re trying to say, to do what we want them too.
• The audience we commonly target with email generally consists of close friends and associates, and we impose on their relationships with us to cover our haste. What we’ve forgotten is they’re just as busy and the time required to decipher our messages is, at least an irritation, and at most an imposition.

So what’s a busy person to do? Below is a list of common email mistakes that only take a few moments to catch with a quick scan and can greatly increase the respect your correspondence, and you, receive.

Common Email Mishaps

• Misspelled names. This is basic and it amounts to a first impression for the email, as well as for us, if this is the first time we’ve corresponded with the recipient.
• The overuse of exclamation points. Okay, I admit it. It’s an easy way to get our point across, and I’m definitely guilty of this. But really, the more often it’s used the less effective it becomes.
• Extra or inconsistent spacing between sentences. In this day and time (and for those of you who missed it—the past 15 years) sentences should only have ONE space between them, not two. I know this seems picky, but when you’re glancing at a paragraph the inconsistency is quite noticeable.
• The confusion of when to use THAT versus WHO. The word that, is used following a thing (or a group). While the word who, is used when referring to a person. 
• Trying to say too much at once. I know we’re busy, but slow down and use separate sentences (or even paragraphs) for addressing unrelated items.
• Consistent information. This is a big one. When you’re giving a list of information, like upcoming events, give the same information—in the same order—for each event. Otherwise your recipient is left scrambling for times and locations. It’s also easier for us to accidently omit the needed information if it’s listed haphazardly.
• Incorrect use of hyphens, en dashes and em dashes. Here’s a quick grammar lesson.
• Hyphens (also incorrectly referred to as dashes) are used in compound words, or words that are linked together as one thing. Example: five-year-old girl.
• En dashes are slightly longer and are used to separate numbers. Example: from October 7 – 8. You format this by typing the number, space, dash, space, number, space.
• Em dashes are the longest of the three and are used when you’re expanding or modifying a statement. Example: give the same information—in the same order—for each event. In Microsoft Word, you format this by typing the word, then dash, dash, next word and space. In Pages, you format this by pressing the shift, option, dash keys at the same time.

• Incorrect use of ellipsis (…). This punctuation mark is used to denote a break in thought or speech. It is NOT interchangeable with the em dash.
• Use of periods at the end of a bulleted list. According the AP Style Guide (the general guide that governs writing for the Internet) a bulleted list should include the use of a period at the end of each bullet point. There are levels of acceptance for this guideline, and most people don’t add a period at the end of a one word bullet point. BUT the important thing here is consistency. If you end even one of the bullet points with a punctuation mark—like a question mark—you must end them ALL with a punctuation mark.
• Use of contractions. While this isn’t a requirement, it is something that should be considered, especially if you’re writing in a conversational tone. We speak in contractions, but we do not naturally write in contractions. After you’ve written an email, give it a quick read—out loud—to find the places you would normally use a contraction.
• Common comma usage. A book could be written about how to correctly use commas, and most of it would be considered wrong by the next grammarian you consult. But there are still a few hard and fast rules. Here are two: 
• When you have a compound sentence, connected with a conjunction, you use a comma if the second part of the sentence is a complete sentence.
• A serial comma is NOT used with the AP Style Guide. Example: red, white and blue.
• Disorganized method of delivery. This one is more of a general concern. But it’s important to construct your email in an orderly fashion. Group topics in paragraphs and keep the flow of the information logical.

When we pay attention to these small issues, we convey an attitude of respect toward our audience. With just a small amount of effort, we show how we value their time, and it invites a respectful consideration of the information we’re sending. 

So how about you, any pet peeves when it comes to emails you send or receive?

Don't forget to join the conversation!

Blessings,

Edie

Writing for the Internet—Part Three

The last part of Writing for the Internet that I want to cover is the importance of graphic elements in what we write. This includes much more than pictures—we discussed sentence structure, formatting and font choice in the first post. Today we’ll go deeper into what makes a webpage readable.


In years past, the emphasis with writing was simply that—writing. Now, as our society has become more and more visual we, as writers, must also evolve. This is especially true on the Internet. We must broaden our horizons and become designers. Trends and statistics are clear; in less than 5 years 85% of what is viewed on the Internet will be video.

Important Factors to Consider

• Wide margins – approx 12 words per line max.
• If your text is longer than 1-2 printed pages, try to break it up into separate web pages. It’ll be easier to read and the pages will download faster, especially if the user has a dial-up connection.
• Avoid a busy background or frame.
• Consider contrast between text and background. Although white is a good background color, consider a shade that is barely off-white as this is usually easier on the eyes.
• Choose your font wisely. Times New Roman isn’t a good choice for reading on the computer. Arial, Helvetica, Verdana and Georgia are better choices. (This site is designed using only Verdana) Also take into account font size.

As writers we often view our words within a box, or at least our minds. We don't pay attention to the whole picture. We can no longer afford that mindset. When writing for the web, we have to educate ourselves. Often writers will be consulted or at least asked to voice an opinion.
Things to Consider

• Study the web pages you go back to again and again. Make a list of what catches your eye. 
• Look at web pages that frustrate you and make a list of your frustrations. 
• Notice why the pictures and graphics help hold your attention when you're reading a magazine article.

All of these tools will help you become a more savvy content writer. Beyond that, make a commitment to stay current on the trends in your business—the Internet and all things digital. To that end, here are some websites I recommend to help you stay up to date on the changing market.

• http://www.problogger.net/
• http://sethgodin.typepad.com/
• http://www.makealivingwriting.com/
• http://www.dailyblogtips.com/
• http://www.copyblogger.com/
• http://www.makealivingwriting.com/
• http://www.bloggingbistro.com/

Now it's your turn. Where do you go to stay plugged into the digital revolution?

Don't forget to join the conversation!
Blessing,
Edie

Writing for the Internet—Part One

Over the next few weeks, I want to revisit the topic of writing for the Internet. There is a mountain of misconceptions about writing for the web. Let’s spend some time, debunking and discussing them.


Myth - People read the same way, no matter the medium
One of the great things about the Internet is the ease with which people can find information. Readers are often looking for information fast. They want to be able to read or scan the content quickly to find what they want. That means the author must make organization and readability of primary importance.

The writer must also take into consideration the delivery system of their medium. Studies show that people generally read up to 25% slower on computer screens. The reasons are complex, but here are a few. Computer monitors are harder on the eye than paper.They generally have fairly low resolution, so the words aren’t as sharp. Also, while the contrast between ink and paper is usually strong and fairly consistent, monitor settings can vary widely depending on type and settings.

Because of these factors, most people find it tiring and even frustrating to read long articles online.

The Solution - Capitalize on the medium
People want information, so give it to them—up front. This is called Frontloading the paragraphs. Writers are taught to work up to the information, building a case for its validity. Instead, state the information as succinctly as possible, then begin the case building.

Think of writing articles for print medium as building a pyramid. Writing for the web turns the pyramid upside down.

Learn how to format

• Don’t indent paragraphs, instead skip a line between them. This gives the reader’s eyes a chance to rest.
• Utilize headings, lists and bullet points. This makes scanning for information much simpler than digging it out of a paragraph.
• Keep the paragraphs short, no more than 100 words.

Now it's your turn. Share with us some tricks you have to make your Interney copy more reader friendly. Or, ask a question and I'll be sure to cover it in the next two weeks.

Don't forget to join the conversation!
Blessings,
Ediee

Writing for the Internet - Graphic Elements

Importance of Graphic Elements

In years past, the emphasis with writing was simply that—writing. Now, as our society has become more and more visual we, as writers, must also evolve. This is especially true on the Internet. We must broaden our horizons and become designers. Trends and statistics are clear; in less than 5 years 85% of what is viewed on the Internet will be video.

Understanding what makes a webpage readable

• Wide margins – approx 12 words per line max
• If your text is longer than 1-2 printed pages, try to break it up into separate web pages. It’ll be easier to read and the pages will download faster, especially if the user has a dial-up connection.
• Avoid a busy background or frame.
• Consider contrast between text and background. Although white is a good background color, consider a shade that is barely off-white as this is usually easier on the eyes.
• Choose your font wisely. Times New Roman isn’t a good choice for reading on the computer. Arial, Helvetica, Verdana and Georgia are better choices. Also take into account font size.

Illustrations

As writers, we often view our words within a box, or at least our minds. We don't pay attention to the whole picture. We can no longer afford that mindset. When writing for the web, we have to educate ourselves. Often writers will be consulted, or at least asked to voice an opinion. Here some suggestions to make you a more savvy content writer.

• Look at the web pages you go back to and make a list of what catches your eye.
• Look at web pages that frustrate you and make a list of your frustrations.
• Notice what entices you when you're reading a magazine article.

I hope this series has helped, next week we'll begin a conversation on how to build your web presence.

Don't forget to join the conversation!
Blessings,
Edie

Writing for the Internet - Understanding SEO (Search Engine Optimization)

If you've spent any time writing content for the web you've run across the acronym SEO. This stands for Search Engine Optimization. It's basically where in the list of millions your content will show up when searched by a reader. If you use different search engines - google, yahoo, etc., you'll notice that each will give slightly different results from any given search. But there are things we can do as writers to move our content up in the rankings. To accomplish this we have to have a basic understanding of how SEO algorithms work.

Search engine algorithms take words literally.

• This means that they don't understand it when we make a play on words. For example, a recipe titled, Too Hot To Handle Chili will rank lower than one titled, Homemade Vegetarian Chili. Often times a clever title will result in fewer clicks.

This doesn't mean we can't be clever - only that we have to be deliberate in where we're clever. Take that chili recipe, give it a title that can be searched literally, but describe it as Too Hot to Handle.

Search engine algorithms also look for keywords.

Keywords are the words that appear on the website that describe that page. When writing content for a client they will often give you a list of keywords. It's your responsibility to use those keywords effectively. This is called Keyword Density and refers to the number of times a keyword is used on a page.

Search engines read from the top of a webpage to the bottom, searching to see that important keywords are used throughout the page.

• It's important to have a high concentration of any given keyword at the top of the page and then spread out evenly throughout the rest of the page.

These are just some of the basics of SEO that content writers need to be familiar with.

Keep the conversation going -
Edie

Writing for the Internet - Discussing and Debunking Myths

Over the next few weeks, I want to talk about writing for the Internet. There is a mountain of misconceptions about writing for the web. Let’s spend some time, debunking and discussing them.

Myth

People read the same way, no matter the medium

One of the great things about the Internet is the ease with which people can find information. Readers are often looking for information fast. They want to be able to read or scan the content quickly to find what they want. That means the author must make organization and readability of primary importance.


The writer must also take into consideration the delivery system of their medium. Studies show that people generally read up to 25% slower on computer screens. The reasons are complex, but here are a few:

• Computer monitors are harder on the eye than paper.
• They generally have fairly low resolution, so the words aren’t as sharp.
• Also, while the contrast between ink and paper is usually strong and fairly consistent, monitor settings can vary widely depending on type and settings.

Because of these factors, most people find it tiring and even frustrating to read long articles online.

The Solution

Capitalize on the medium

People want information, so give it to them—up front. This is called Frontloading the paragraphs. Writers are taught to work up to the information, building a case for its validity. Instead, state the information as succinctly as possible, then begin the case building.

• Think of writing articles for print medium as building a pyramid.
• Writing for the web turns the pyramid upside down.

Learn how to format

• Don’t indent paragraphs, instead skip a line between them. This gives the reader’s eyes a chance to rest.
• Utilize headings, lists and bullet points. This makes scanning for information much simpler than digging it out of a paragraph.
• Keep the paragraphs short, no more than 100 words.

Now it’s your turn. Share some tips you’ve found for writing on the web.


Keep the Conversation Going,
Edie