Index

Symbols

' (apostrophe), 24-26

: (colon), 27

, (comma), 22-24

— (em dash)

in HTML, 246

usage, 27-28

- (en dash), 27-28

! (exclamation mark), 21

- (hyphen), 27

() (parentheses), 28-29

. (period), 20-21

? (question mark), 21

" (quotation marks), 28

; (semicolon), 25

404 error pages, 217-218

A

accented letters, 246

accountability, 193

acronyms, avoiding, 47

action phrases, 76

action words, 75-76, 175-176, 185-186

active voice, 33-34

ads

display ads, 182-183

interstitial ads, 183

linking to landing page, 188

overview, 10, 179

pop-up ads, 183

text ads, 180-182

writing copy for, 184-188

action words, 185-186

call to action, 186-187

compelling copy, 185-186

efficient copy, 187

headlines, 184-185

keywords, 187

URLs, 188

alt text, 246-247

animations, ...

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