Card Set Information
Editing News for Searchers and Scanners
A good headline must do three things...
1. Stand on its own without the benefit of other visual or design cues to clarify it.
2. Integrate as many keywords as possible
3. Work well the moment it is published and continue to work for weeks, months, forever.
How many characters get into Google News?
Where should you put keywords in a headline?
At the start
Is passive voice ok in headlines?
What are among the most valuable keywords?
Celebrities, athletes, sports teams, etc.
Verbs in headlines are...
Why do question headlines work online?
The words can match the search-engine query.
Multimedia indicators. Such as "Watch" or "Click"
One sentence descriptor of the destination content
Under the headline, before the article
First graf of a news story, still as important as ever, but the emphasis is more the WHEN and HOW than all five Ws
Why shouldn't anecdotal leads be used?
A story that merits an anecdotal lead is one that should be told using multimedia elements.
A distinct block of one or more sentences.
Paragraphs should be...
What page length should be aimed for?
One page per topic
Meaning that a page has a high percentage of keywords relative to the number of total words on the page.
Data about the data that is found in the HTML code.