Workshop #3: The Plan of Attack: Marketing and Communication on the Web Sometimes, Web pages are developed and without considering the target clientele, the page’s central theme or the demand for this particular subject. Unfortunately, we often find several ideas within a single Web page. This makes it difficult for both the reader and the robot to grasp the page’s main subject. In this workshop, you will discover how to create an efficient plan of attack. Workshop #4: Writing for the Web The heart of Web page optimization is writing it. In this workshop, you will learn some relatively simple Search Engine Optimization (SEO) principles that will help you optimize your Web page’s central idea. These principles must not undermine text quality for the Internet user. Your target market must always be your main priority. A journalistic style is suitable for both robots and Internet users. Come and discover simple but efficient tips and, above all, exercises that will allow you to find mistakes and to correct them. This workshop will also provide you with the necessary tools to write powerful texts for the Web. Workshop #5: Evaluation (Web Analytics) In order to create a successful website, it’s important to follow up on the results. These tell you whether you are on the right path, whether a marketing initiative (SEM, e-mail campaign, etc.) worked, whether your visitors appreciate your website, whether robots are finding and indexing your contents … in a word, this follow-up will allow you to improve your website and measure the efficiency of your marketing initiatives in general. There are various performing and free tools to which you will be introduced during this workshop.

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Workshop #3: The Plan of Attack
9:00am-10:00am, Friday, September 18th, 2009

2. Plan - Targeting Audience
Who are they?
Age, gender, location, Copyright Thierry Arsenault
income, situation, their
habits, what they like,
their influence, their
beliefs, their physical +
Examples of target audiences…
virtual places, their print
media, TV shows… Generation Z (Kids) 1995-2001 8-14
Generation Y 1981-1994 15-28
How many are there? Generation X 1965-1980 29-44
Number The younger Baby Boomers 1956-1965 45-53
Trends (Behavioural)
The older Baby Boomers 1946-1956 54-63
Teachers Primary and High school
What is your market share? Teachers Primary and High school using Internet in Class.
Growth potential Teachers in Arts and Museology programs (college and university)
…

3. Plan - Objective
Visibility • Conversion (call to action)
Increase the visibility of your – Walk-in visits to the institution
institution and products with your – Purchases from the virtual store
target clients – Subscription to the electronic newsletter
Copyright Thierry Arsenault – Use of online tools
– Receive donation (fundraising)
Market Penetration – Recruit volunteers
Increase the number of new visitors – Receive artefact donations
– Sell boutique souvenirs
Customer Loyalty – Receive feedback
– …
Increase the number of repeat
visits
• …
Build & maintain relationship
Acquisition Costs
Reduction of costs per visitor
Reduction of costs per conversion

4. Plan - Inventory of Keywords
Is there a demand for the key phrases?
Copyright Thierry Arsenault
• Your key messages
• Your content
What is the trend for the key phrases?
• Your wish list (potential)
- Words searched on your site with no result

5. Plan - Inventory of Keywords
Keyword Strategy: Long-Tail Approach
education
adult education
higher education
online education
university education
distance education
education resources
...
Head words Long-tail word combinations
- Popular - Less popular

6. Plan - Inventory of Keywords
Tool: Google Trends

7. Plan - Inventory of Keywords
Tool: Keyworddiscovery.com

8. Plan - Inventory of Keywords
Tool: Keyworddiscovery.com

9. Plan - Inventory of Keywords
Tool: Google Adwords/Keywords

10. Plan - Inventory of Keywords
Tool: MSN AdCenter Labs

11. Plan - Inventory of Keywords
Tool: Online Dictionary
www.yourdictionary.com
www.thesaurus.com www.thefreedictionary.com
www.visualthesaurus.com

12. Plan - Inventory of Keywords
Tool: My Selection Table
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Workshop #4: Writing for the Web
10:15am-2:45pm, Friday, September 18th, 2009

16. Writing for the Web - Developing a Content Plan
A B C D
A content plan is prepared: A brainstorming exercise is Tools are used to identify the Pages are created in
Each subject (key phrase) is conducted to find key phrases that need to be accordance with the basic
divided to represent a Web alternatives for each of the optimized. principles of writing for
page (mapping). key phrases. audiences and robots.
Content Plan Writing Guide
Copyright Thierry Arsenault
• It is important:
• to have these procedures clearly explained in a
writing guide;
• to offer support at the beginning;
• to carry out random audits afterwards;
• to communicate the success rate (ROI) to your
contributors.

17. Writing for the Web - Web User Reading Habit
Short attention span
Don’t like long text
They scan text Back
They look for specific key
phrase/information that answer their
needs (their search terms)
They look for headlines
They like short sentences
…

18. Writing for the Web - Writing Strategically
- Is my text: Copyright Thierry Arsenault
Adding value to my target audience?
Achieving my goals and my target audience’s
needs?
Communicating a call to action?
Passing the spelling and grammar check?
Using journalistic style: Reverse pyramid
(conclusion…details)?
Using proper vocabulary and grammar (easy to
understand – short sentences)
Using proper style: Authentic, clear and concise,
conversational (grade 8 level of education)
Flowing well, clear and relevant
Format and presentation (logical order,
facilitate readability: bullets)
paragraphs only convey one idea that
supports the theme

19. Writing for the Web - Writing Strategically
- Is my text: Copyright Thierry Arsenault
Focusing on the key phrase?
Proximity (top +beginning), frequency,
density, emphasis (bold, strong…)
In the Title element
In the Header (H1) element
In the first phrase
In the Meta description tag
In the Meta keyword tag
In the Alt text element (pictures are
optimized)?
Linking contextually and thematically to other
pages’ internal links (link from)?
Linking to quality, valuable and community
information (external links)?

20. Writing for the Web - Writing Strategically
Copyright Thierry Arsenault
- Does my text:
Hold images that support my text?
Use White space = eye relaxation?
Contain between 250 and 500 words?

21. Writing for the Web - Title element
Top of browser window
• 60 characters
• Brand at the end of the title
element except for the home
page
• Use either -, | or @ before
Result page on Google the brand
• Keyword / Page theme
• A.I.D.A.
Copyright Thierry Arsenault
Source code
<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.01
Transitional//EN">
<html><!-- InstanceBegin template="/Templates/f_vmcPageLM.dwt"
codeOutsideHTMLIsLocked="false" -->
<head>
<!-- InstanceBeginEditable name="doctitle" -->
<title>@Boutiques du Mus&eacute;e virtuel du Canada - Magasinez
dans les boutiques des mus&eacute;es canadiens</title>
<!-- InstanceEndEditable -->

22. Writing for the Web - Source code
Domain name: Your phrase here.ca
File name: Your phrase here.html or jpg…
Directory: /Your phrase here/
Title element: <TITLE> …Your phrase here</TITLE>
Hyperlink: <A HREF=“…” >…Your phrase here</A>
Description element: <META NAME=“description” CONTENT =“…Your
phrase here”
Keyword element: <META NAME=“keywords” CONTENT =“Your phrase
here”
Image: IMG SRC=“…” ALT= “…Your phrase here”
TITLE=“Your phrase here”
Header element: <H1> …Your phrase here </H1> <H2>, <H3>…
Emphasis: <STRONG> …Your phrase here </STRONG>
*** Only when appropriate ***

23. Writing for the Web - Density…2% Is Enough
Phrase: Search engine optimization
Frequency: 9 times and 12 times
Total: 704 words
Density: 2%
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Source: www.marketleap.com

24. Writing for the Web - Optimizing Images
Title=image
Alt attribute= name
text when you Thematic text=
mouse over the surrounding the
image image
Title attribute=
text when you
mouse over the
image
Caption=one or
two lines of text
under the picture

25. Writing for the Web - Optimizing Images
<a href=“your landing page where the image will link"><img
src=“where the image is located" width=“xx" height=“xx" title=“your
text" alt=“your text"></a>

26. Writing for the Web - Optimizing Images
Optimizing Images
• Link (<a href="landing page where the
image will link">)
– Meaningful landing page
<a href=“your landing page where the image will link"><img src=“where the image is
located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>

27. Writing for the Web - Optimizing Images
Optimizing Images
• Link (<a href="landing page where the
image will link">)
– Meaningful landing page
• <img src="where the image is located">)
– Meaningful folder name
<a href=“your landing page where the image will link"><img src=“where the image is
located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>

28. Writing for the Web - Optimizing Images
Optimizing Images
• Link (<a href="landing page where the
image will link">)
– Meaningful landing page
• <img src="where the image is located">)
– Meaningful folder name
• <img width="xx" height="xx“>
– Just have them!
<a href=“your landing page where the image will link"><img src=“where the image is
located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>

29. Writing for the Web - Optimizing Images
Optimizing Images
• Link (<a href="landing page where the
image will link">)
– Meaningful landing page
• <img src="where the image is located">)
– Meaningful folder name
• <img width="xx" height="xx“>
– Just have them!
Title attribute (<img title="your text“>)
Title of the image
Additional information / Description of the
image
Photo credit
*short + descriptive + optimized
<a href=“your landing page where the image will link"><img src=“where the image is
located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>

30. Writing for the Web - Optimizing Images
Optimizing Images
• Link (<a href="landing page where the
image will link">)
– Meaningful landing page
• <img src="where the image is located">)
– Meaningful folder name
• <img width="xx" height="xx“>
– Just have them!
Title attribute (<img title="your text“>)
Title of the image
Additional information / Description of the
image
Photo credit
*short + descriptive + optimized
Alt attribute (<img alt="your text“>)
<a href=“your landing page where the image will link"><img src=“where the image is
located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>

31. Writing for the Web - Optimizing Images
Optimizing Images
• Link (<a href="landing page where the • File name: Key-phrase in it
image will link">)
– Meaningful landing page • File extension
– Jpg=picture, Gif=graphic
• <img src="where the image is located">)
• Caption under the picture
– Meaningful folder name
– Caption should have hyperlink
• <img width="xx" height="xx“> • Thematic text: Surrounding the image
– Just have them! – Proximity
Title attribute (<img title="your text“>) • SEO content: Smart writing
Title of the image – Support the page thematic
Additional information/Description of the • Social tagging
image
Photo credit • Comments
*short + descriptive + optimized • Enable Google Image Search (wm)
Alt attribute (<img alt="your text“>) • Fast download time
<a href=“your landing page where the image will link"><img src=“where the image is
located" width=“xx" height=“xx" title=“your text" alt=“your text"></a>

32. Writing for the Web - Social Tagging and Comments
Social tagging
Comments

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Workshop #5: Evaluation (Web Analytics)
3:00pm-4:00pm, Friday, September 18th, 2009

36. Web Analytics - Follow-up on Results
To be taken into account at the very beginning
of the website’s development
Analyze robot visits separately from human visits
Use cookies.
Explain trends rather than figures (Graph)
Limit the length of your report (Report = Action)
Add distinct parameters to each of your
marketing initiatives
Try to measure your traditional initiatives
PPC: Measure the impressions, clicks, CTR, CPC,
quality, conversion rate, cost per conversion
Your image: Get comments/posts on your
domain name, your institution, your executives
…
RSS, alert…
A-B Testing

37. Web Analytics - Follow-up on Results
Number of pages on your site intended for your target markets
• Number of pages indexed by search engine
Ranking analysis by key word and phrase
Number of inbound links
General statistics
Visitors, visits, average length of visit, average number of pages
visited, bounce rate…
Organic visits by keyword and phrase (+ statistics on quality)
Average number of visits per indexed page
Number of visits per search engine
Indexed pages factor on the total number of pages intended for
target markets …
…to better compare

38. Web Analytics - Monitor Reputation

39. Web Analytics - Monitor Reputation
Twitter General
Yahoo Pipes
Plaxo

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