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					Writing and subbing for search engines (SEO)
Why write for search engines? SEO helps users to find our content among the billions of other pages on the web. It does this by helping communicate the “aboutness” of the article to the search engines. There are two main elements to SEO:  On-page: E.g. use of key words & phrases in articles  Off-page: related things we link to: things that link to us On-page:  Use words & phrases that readers would use  Avoid metaphors and puns – engines can’t “guess” what you’re writing about  Put the most important information first  Use key terms in headline and first sentence/paragraph  Structure headlines with main points first Off-page  Link to further reading  When linking to very informative articles/reports etc, link from body copy of article  For more generic pages (corporate sites etc), place links underneath main body  Don’t be scared to send people to other sites! Headline  Use likely search terms in the article headline based on:  The search terms someone might use if searching for information on this topic  The search terms someone might use if searching for this particular story  Avoid word-play and puns  Try to put the most important part of the story at the start of the headlines  Locations in headlines allow engines to target articles at the right audience See over for examples of optimised headlines First paragraph  Also include the key search phrase(s) in the first paragraph to reinforce the “aboutness” of the article for the search engines  Include other key, relevant search phrases in the first paragraph (variations of the key-phrase. Eg, “Smoking ban” in headline and 1st sentence and “ban on smoking” used elsewhere in article) The rest of the article  Include as many relevant search terms as you can within the story  Avoid using synonyms for search terms if you can get away with repeating the search terms Text links within the story  Try to include 2 or 3 links to other relevant information on CatererSearch or elsewhere on the web through text links within the story. For example. where a report is named, link directly to the report:  These should link to pages/articles directly relating to the story you are writing, such as reports that have been mentioned, company profiles, or previous articles on an ongoing issue

Burger King’s chief executive Greg Brenneman has resigned despite the company being only months away from floating on the stock market. The move by Brenneman, who took up the post of CEO in 2004, was a surprise given that a listing on the stock exchange is expected before the end of June.

Use descriptive text for the link, not the URL. E.g. floating on the stock market not
http://www.caterersearch.com/Articles/2006/02/03/3 04956/Burger+King+to+float.htm

Cross headings  Include cross-heads in longer articles  Include relevant search terms in the cross headings where possible Related articles  Use the topic/sector tagging functionality in EAS to link to other relevant articles on CatererSearch.com Links to other sites at the end of the article  If possible, include links to one or two relevant external sites / information sources at the bottom of the article.  These links should be to site pages containing some relevant information (e.g. Corporate sites etc..))  E.g. if writing a story about the smoking ban, a link to the Cancer Research site might not be suitable for the main body of the text, but a link to http://info.cancerresearchuk.org/publicpolicy/ latestnews would be perfect for the related websites section at the bottom (although don’t link from the URL – use text: Cancer Research Report) .  If linking to another article on CatererSearch.com, use the title of the article, not the URL. E.g. Market Snapshot: Top Quick Service Restaurants not http://www.caterersearch.com/Articles/2006/0 2/07/305049/Top+quickservice+restaurants+2004.htm

Web Editorial – Check List

□Relevant keywords □Optimised headline/intro □Outbound link □Landing Page □Social Bookmark

Writing and subbing for search engines (SEO)

Examples of optimised headlines
Am not claiming these new headlines are GOOD! Just illustrating optimisation considerations!
Try to include search terms such as smoking ban and school meals JD Wetherspoon in U-turn over smoking School PFI contracts “should exclude meals” Burger King loses another CEO Brown’s budget in brief  And preferably both! Lean times ahead for contract caterers    Smoking ban halted in JD Wetherspoon pubs School meals should be excluded from PFI contracts say catering consultants Burger King Chief Executive Greg Brenneman resigns Gordon Brown delivers UK budget or Price of pint of beer increased by Gordon Brown in UK budget Contract caterers hit by Compass Group scandal and school meals row

Include full name of organisation/company or person


Example of optimised article
Additions are shown in red; deletions are shown struck through Burger King Chief Executive Greg Brenneman resigns
(11 April 2006 15:06) RELATED ARTICLES Fast Food companies face fines for street litter 06 April 2006 Foodservice and fast-food companies need ‘to try harder’ on health issues 05 April 2006 Fast food giant McDonald’s plans new marketing campaign to counter criticism 05 April 2006 Home-delivered pizzas to lead boom in convenience foods 21 March 2006

Burger King’s chief executive, Greg Brenneman, has resigned despite the company being only months away from floating on the stock market. The move by Brenneman, who took up the post of CEO in 2004, was a surprise given that a listing on the stock exchange is expected before the end of June. Brenneman is returning to his private equity background where he specialised in turning around companies. Brenneman was the 10th chief executive at the company since 1989 and was the most successful of that batch. He has delivered profits growth for eight consecutive quarters. Succeeding Brenneman is John Chidsey, currently chief financial officer. He will now oversee the expected Initial Public Offering (IPO) that is expected to raise up to $600m. Brenneman’s departure was described by independent analysts in the US as extremely unusual (link?*) in the run-up to an IPO. Burger King claimed that his departure had been scheduled for some time but this contradicts its earlier statements that said that it was important to keep Brenneman to his contract that expires in August 2007. The departure alone, however, is not thought likely to derail the planned IPO. Burger King: Corporate Site>> Special Report: Fast Food>> Market Snapshot: Fast Service restaurants>>

* If the journalist has read this comment, they could provide link to it (I was unable to find it) Web Editorial – Check List

□Relevant keywords □Optimised headline/intro □Outbound link □Landing Page □Social Bookmark

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