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Content Usability
- 1. Content Usability
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Content Usability
An Experience Dynamics training
WEB SEMINAR
With Frank Spillers, MS
- 2. About Your Speaker
Frank Spillers
Masters Cognitive Science
15 years User Centered Design experience
Founder, Experience Dynamics- leading User Experience consulting
Works with Logitech, Nike, Microsoft, Intel, IBM, HP and more.
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Works with Logitech, Nike, Microsoft, Intel, IBM, HP and more.
- 3. Agenda
On the web, content is the "killer app". Content influences the direction of a user's path, where they go, what
they see and what they decide to do with the experience. Content usability looks at what elements you
should be aware of when designing content for different web contexts: web sites, intranets, portals, web
applications and even mobile devices. We will explore the user's path from findability to content usability and
learn how to write content that is friendly to both users and search bots.
1. Principles of content and usability on the Web
2. The Psychology of Design
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2. The Psychology of Design
3. New data: The role of community and reputation building: User
contributed content
4. Five Golden Keys to Writing for the Web
5. The anonymous user: SEO (Search Engine Optimization) friendly-copy
6. Q & A
- 4. Purpose of Content
• Educate
• Inform
• Entertain
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• Generate a Response
- 5. 1. Principles of content and
usability on the Web
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usability on the Web
- 7. Copy Basics
• Skim ability
• Scan ability
• Read ability
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• Read ability
Highlight keywords; use bulleted lists; start with the conclusion.
- 8. Quiz
• What 3 things increase scan-ability?
• Large font
• Bullets
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• Bullets
• Headers
• Main point at top
• Less scrolling
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- 10. Writing for the web is different…
• 79% of users scan the page instead of
reading word-for-word
• Reading from computer screens is 25%
slower than from paper (iPad 6%/Kindle
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slower than from paper (iPad 6%/Kindle
11% slower)
• Web content should have 50% of the word
count of its paper equivalent
- 11. All contents © Copyright 2013 Experience Dynamics
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Users read ~20% of copy per page.
- 12. Print ≠ Electronic
• Font
– Sans Serif (Verdana, Arial)
– 9 pt lowest (12-14 for 60+)
• Contrast
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• Contrast
– White on Black
– Light on Dark
• Clutter
– Group meaningfully
– Reduce visual occlusion
- 13. Conduct a Content Usability Audit
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- 15. The Psychology of Design
• Visual System
– Perceptive
– Reactive
Don’t Mis-Match Me!
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• Cognitive System
– Interactive
– Reflective
Don’t Mis-Match Me!
Don’t Make Me Think!
- 20. Common problems with Content
• Badly written copy
• Segmenting visitors
• Padding it with fluff (“marketese”)
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• Padding it with fluff (“marketese”)
• Jargon
• Using offline tactics online (sales letters, ad
copy, brochure-ware)
- 21. Quiz- what are characteristics of
badly written?
• Grammar mistakes
• Not connecting with audience
• Nouns
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• Nouns
• Tone
• Appropriateness to task
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- 24. And Specifically…
Layout
Proximity of Content to Actions
Semantics
Meaningful, Compelling, Emotional
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Scan-ability
Keyword Relevancy
Clarity
Plain-English and User-centric
- 29. 3. New data: The role of community
and reputation building: User
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and reputation building: User
contributed content
- 31. UGC is gaining
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By 2013, almost 52% of U.S. Internet users will be content creators as well
(eMarketer 2008).
- 32. Consumers will not pay for Content
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- 33. 4. Five Golden Keys to Writing for
the Web
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the Web
- 34. 5 Golden Keys to Writing for the Web
1. Be powerfully explicit
2. Create emotional impact
3. Write good SEO friendly meta-content
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3. Write good SEO friendly meta-content
4. Use Manners for Privacy, Trust, Credibility
5. Align copy with tasks
- 35. 1. Be powerfully explicit
• Sell with Content
• Clarify value propositions
• Persuade
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• Persuade
• Call to action
- 39. 2. Create emotional impact
• Meet and Exceed expectations
• Make tone reliable (partner)
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• Generate excitement
• Deliver on the promises
- 45. • Title Tag (65 char with spaces) with
30%-70% density
• Meta Description Tag (not Meta
3. Write good SEO friendly
meta-content
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• Meta Description Tag (not Meta
Keywords)
• Headings (H1,H2,H3)
• Italics and Strong Tags
• Keyword phrase laden copy
- 46. SEO friendly copy
• 1 inter-page link with keyword
phrase (for link juice)
• Use live HTML for important
text, phrases and keywords
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text, phrases and keywords
(CSS images/hovers)
• Descriptive ALT tags
• Duplicate navigation links at
bottom of page (if using
images)
- 47. • Claim errors (fatal error)
• State privacy policy
• Shorten legal roller coasters
4. Use good manners for
privacy, trust, credibility
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• Shorten legal roller coasters
• Open disclosure (shipping)
- 50. • Allow tasks to structure content
• Support user decision making
• Offer related information
5. Align copy with tasks
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• Offer related information
• Make call to action (s) clear
- 55. 5. The anonymous user: SEO
(Search Engine Optimization)
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(Search Engine Optimization)
friendly-copy
- 56. Writing for Google bot
• Focus a page on 1 keyword
phrase
• Use phrase in Title tag
• Keep the entire focus on
the keyword phrase
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the keyword phrase
• Use the phrase throughout
body text
• Name pages after keyword
phrases (URL)
- 57. Think Like a Machine
• Reads Title Text
• Use H1, H2, H3
• Use Comment Tags
• Reads Top to Bottom
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• Reads Left to Right
• Reads Images
• Relevancy to UX (Googlebot agenda)
- 58. ALT tags
• Semantically tuned
• No machine descript
• Stuff ‘em within reason
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- 59. Keyword Research
• Competitor keywords-
what do they use
• Keyword phrases- stick to
a theme
• Keyword Density- 1%-3%
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• Keyword Density- 1%-3%
• Keyword Prominence- top
of page; start of sentence
- 61. Content Strategies
• Quality Content
• Blogs/ Social (photos/video)
for search ranking
• Keep it fresh (amt
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• Keep it fresh (amt
change/often/new
page/importance…) *
• 400+ words min per page =
gets ranked
How Google ranks freshness:
http://moz.com/blog/google-fresh-factor
- 62. Use Fat Footers
• Internal
linking
• Long tail SEO
• UX
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• UX
- 63. thank you!
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thank you!
1-800-978-9183
www.experiencedynamics.com
Frank Spillers, MS
Frank.Spillers@experiencedynamics.com