Killer Web Content – Gerry McGovern

Certainly, there may be subtle yet important differences in certain careword choices, but there will be strong core commonalities. I put over 1,000 people in rooms in 11 different countries to find the carewords of tourists in order to help an imaginary company called Great Irish Holidays achieve success.

Or should that be Great Irish Vacations? In Ireland, we say we are going on a summer holiday when we are going away for a week or two. In the United States, a holiday is an official break – Fourth of July, for example. If you’re going on a longer break, you’re on vacation. American tourists search for “vacations,” not for “holidays.” Find the common careword.

The consistency of choices from these 1,000 people was amazing I asked them to choose their favorite ten carewords from a set of 136 careword options. Over 45% chose the same top ten carewords. The bottom 70 potential carewords were chosen by less than 3% of the people. Whether you are in Boston, Belfast, Brussels, or Brisbane, there are certain carewords you use when thinking about going on a holiday/vacation.

The top 15 carewords chosen were: 1. Accommodation 2. Special offers 3. Planning a trip 4. About Ireland 5. Getting here and around 6. Things to do and see 7. Deals 8. What to see and do 9. Book travel 10. Home 11. Irish vacation packages 12. Best of Ireland 13. Contact us 14. Travel bookings 15. About us The above carewords define the common tasks for the Great Irish Holidays website.

(There are, of course, some similar/duplicate carewords in the above list, and I will examine how we deal with these later on in the chapter.) These carewords tell us what the tourist requires. • They want a place to sleep. • They want special offers/deals. • They’d like the option of a package where everything is looked after for them. • They want a “Best of Ireland” list, and a list of interesting things to do and see.

• They want to know about Great Irish Holidays and whether it is a company they can trust. • They want to be able to contact Great Irish Holidays easily. The implications of these carewords are substantial.

Part I: The Theory 1 Do you have the killer instinct? 2 Why less is more 3 Why content is not king Part II: The Practice 4 Why you need to ban “users” 5 Killer Web Content’s “Six Cs” 6 Carewords: The keys to action 7 Killer headings and summaries 8 To blog or not to blog? 9 Search: How to get found 10 Case study Part III: The Boring (But Important) Stuff 11 Researching for the killer Web content 12 The importance of being organized 13 Collaboratively created content rocks A Final Word 14 Your words are powerful things Appendices Imprint OceanofPDF.com ACKNOWLEDGEMENTS This book is only possible because I have for many years had the privilege to meet thousands of people from all over the world.

From Auckland, New Zealand to Abilene, Texas; from Reykjavik, Iceland, to Taipei, Taiwan, I’ve learned an awful lot and shared a few laughs. I’d like to thank the following for feedback, ideas, advice, support, and inspiration: Abbe Winter, Abbo Paolo, Alexander Lawrence Brown, Barry Hagan, Brian Lamb, Belinda Foulds, Beverly Godwin, Bob Johnson, Brett King, Candi Harrison, Cheryl Blackford, Christopher Stewart, Clint Hyer, Darlene Baze, David Shaw, Derek Fromson, Eitaroh Arakawa, Ellen Wallace, Ellis Kell, Emma Yeatts, Fredrik Wackå, Geoffrey Thomas, Helmar Rudolph, Ian Balfour, Ismael Nafria Mitjans, James Bull, Janet Musick, Jared Spool, Jean-Marc Dubois, Jeff Wasserman, Jennifer Tribe, Jens Jacobsen, Jim Behrens, John Howze, Judith Snyder, Judy Gill, Julie Tipton, Karen O’Brien, Kay Ross, Keith Robinson, Kurt Kragh Sørensen, Lisa Carden, Mark Baartse, Mary Morel, Mats Johansson, Maurice Coleman, Mike Harper, Mike Riversdale, Mirona Iliescu, Natasha Vincent, Nate Dame, Nick Harrison, Nhan Chiem, Nigel Parkes, Patrice Kavanagh, Paul Corney, Peter Storandt, Rachael Stock, Ricard Giner, Robert Stark, Roy Young, Sandra Moffett, Sinead Nestor, Stan Halse, Stephan Spencer, Stewart Stephens, Tizneem Nagdee, Uwe Grunewald, William Brown.

Photo credits Pp 55, 59, 64, 65, 73 © copyright 2004 Cubestock. All rights reserved. The Eyetrack III survey diagram on p72 is reproduced with permission from the Poynter Institute. For more information, visit: www.poynter.org./eyetrack OceanofPDF.com PART ONE: THE THEORY It may work in practice, but does it work in theory? OceanofPDF.com 1 DO YOU HAVE THE KILLER INSTINCT?

This is a short excerpt from the opening of “” by Unknown, quoted for review and introduction purposes. All rights belong to the copyright holders.

Book Information

• Unique ID: 53eaf4320fccb342
• File Extension: .pdf
• File Size: 6,114,411 bytes (5.831 MB)
• Title: –
• Author: Unknown
• Pages: 212
• Language: English (en)

Reading & Word Statistics

• Estimated Reading Time: 242.9 minutes
• Total Words: 48,580
• Total Characters: 278,743
• Average Words per Page: 229.15
• Average Characters per Page: 1314.83

Most Frequent Words

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