Writing to be Read and Writing to be Found

Course Description:

Content for websites is often being written by marketing and communications professionals rather than web teams, creating a knowledge gap between the marcom professionals experience in writing for print and the web team’s knowledge of search engine robots, keyword strategies or an audience that scans versus reads. Enter writing for the web and search engines – a 2 day course that is beneficial to both content writers and webmasters.

What you'll learn:

Writing to be Read (Day 1)

  1. technical and conceptual differences
  2. Layout strategies
  3. Web = casual, restless reading
  4. International readership requires more universal terms of expression.
  5. Suggestions
    • Be Succinct.
    • Provide Context
    • Write for "Scannability"
  6. Measuring the Effect of Improved Web Writing

Writing to Be Found (Day 2)

  1. Keyword research
    • Tools available for keyword research in both English and French
  2. Implementing keyword research by optimizing a webpage
    • How to write effective page titles for the search engines and for your audience
    • Using meta data
    • Working with Government of Canada meta data
    • Body Content
    • Heading tags
    • Proper use of H1 through H6 and the impact on search engines
    • Using text as page headings rather than images
    • Images and alt attributes, title attributes
    • Linking between pages of your site
  3. Off Page Optimization Techniques
    • Obtaining links from outside sources
  4. Additional Resources
    • Forums
    • Books
  5. Measuring Progress and Defining Success

Who should attend:

This course teaches content writers how the web channel differs from print, why it matters, and specific strategies for writing effective web content. It also provides details on technical elements that need to be covered so that search engines will find and index this rich new content.

Participant Comments:

Thank you Kelly and Darlene for the informative course over the past couple of days!

Length and Format:

2 days

Price:

$1500/day plus travel expenses outside of the Ottawa, ON Canada area (National Capital Region).

Book your training now by calling 1-866-288-9606 ext. 1 or by email at info@drivetraffic.ca