Eric May – Media Consultant




Effective keywords

For now, online remains primarily a text medium. We can’t yet search video very effectively: YouTube, Vimeo, Daily Motion and others are "video search engines" but even on these video platforms searches are all about words, not pictures.

Because of the text driven nature of the online medium, effective keywords are the single most decisive factor in the audience finding a story on a search engine such as Google, Yahoo, Bing or Chrome.

effective keywords are…

• Intuitive (for the online audience)
• Easily searchable
• Spelled correctly
• Story-specific (names, places, actions)
• Narrow
• Provocative

Think about the online audience – how do they think? What words would they plug into a search engine if they wanted to find a story?

linking content to other platforms

Building audience share online is also about being on or linking to/from as many platforms as possible. The more platforms you are on, the more chances online users have to find and share your content.

You can connect your story to another platform by linking to it in the story (easy) or ask other platforms to link to you (harder, but not impossible. External sites are always looking for content).