Writing for the Web
Writing for Google Searches
Becky Koch, (701) 231-7875, November 2011
- Never copy other material; instead, link to it.
- What makes your information different from anyone else’s?
- Think about the words your audience will use to search (e.g. trees, not horticulture)
- Google words to test them – hot dish = 13.4 million, casserole = 34.6 million
- Use Google AdWords or UberSuggest
- Use these keywords repeatedly in the page title, introductory summary, subheads, early in the sentences of articles, etc.
- Inverted pyramid – most important information first rather than building to conclusion; conclusion then why
- Many short articles rather than one very long one
- Bulleted or numbered lists
Links to Complementary Content
- Link to high-quality, complementary .edu, .gov, .org; occasionally .com if appropriate
- Share/market your website so others will link to you
- Make it so “wow” that others share it for you
Call to Action
- Tell readers what to do to fix their problem, improve their process, etc.
- So what? Who cares?
Avoid PDFs. Not nearly as searchable.
Avoid lists of links.
“In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages.”