Making Microcontent Count
|Meta Tag Drivers to Your Site|
Using Microcontent Strategically
Increasing the Value of Microcontent:
Good microcontent – concise texts that deliver messages fast and name important topics – can help users meet their needs.
Headlines – Summarize the page concisely: "OfficeBases Provides Professional Services for Freelancers."
Navigation Menu – Be specific, "Company Profile," rather than generic, "More information."
Links – Avoid "click here" and provide concrete information, "Ten timely investments," or urge action, "Signup for online service."
Captions – People read captions before they look at images on the Web, so make them informative: "CEO Bob Moore announced a 10 percent bonus at the July employee meeting."
Page Titles – Differentiate each page by function or content, "Sprint Expands Game Services.
Alt tags – Text-only readers depend on brief alt tags embedded in the coding for content: ALT="Photo of CEO announcing 10 percent employee bonus."
Meta Text – Use META tags to list key words and a one-sentence description of each page to boost visibility.
Microcontent Writing Exercise
Draft text for a new, spare home page for Marketing Sherpa, which current posts hundreds of words and dozens of topics on its landing page
Write a short invitation to enter the site—it could be a headline, phrase, or question [eight words or less].
Write three short invitations to engage with a particular feature or interactive component [real or imagined].
Write a tagline to enhance the site name.
Write 4-7 navigation links.
Use 70 words or less.
Meta Tag Drivers to Your Site
Use meta tags to help search engines and spiders find Byrne's page. Write a meta tag description and key word list for the home page.
Meta Tag Description
- One sentence that nails the most important message on the page.
- Must make sense independently since this turns up in search results.
- Make the first few words dynamic to catch readers’ attention.
Meta Tag Key Words
- Nouns that identify the main topics on the page.
- Words may come from the page or may include more global terms: a page on non-toxic cleaning products might include “environmentally friendly.”
Write a meta tag description and key word list for the Marketing Sherpa site.
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