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8 Fundamentals of Content Writing for the Web

 

Before you start your content writing for the web, discover the 8 fundamentals to know for an effective content marketing strategy!
Do you want to embark on a content marketing strategy? Are you ready to write your first articles for your professional blog?

the writing of content for the web meets specific rules, adapted to the specificity of the support. Here are the 8 basics of web writing to know to write 100% SEO friendly content.

 

1. Content writing that meets specific goals

A print reporter writes to disseminate information. A web editor also aims to inform; but he must also know how to convince his audience (to sell a product/service, to demonstrate his expertise or his customer, to encourage the reader to stay on the site, etc.) and organize his text according to the rules of SEO.

Content writing requires the mastery of multiple skills, as well as the ability to meet specific objectives, which differ according to the field of activity and the profile of the Internet users to be targeted. To entrust this mission to a web editor is not, therefore, a luxury.

2. Choose your subjects according to your targets

Content writing requires you to choose specific topics: you do not publish anything and everything on your blog! To do this, one must take into account both its area of activity and the typical profile of its potential readers.

What message (s) do you want to address to your audience? What are the topics that interest them? These questions are crucial. You will not publish cooking recipes on a real estate blog, nor offer legal advice on a platform dedicated to children. Good content is first and foremost a well-targeted topic that will likely to appeal to your readers and attract more qualified traffic.

Think about it: you write above all for the surfer!

3. Put the main information forward

Attract attention: this is the secret of writing content for the web. Not only to get the readers attention, and the desire to read based on your titles and introduction. But also the attention of search engine robots, offering titles which allow them to index the page easily.

A good structuring of its content aims to put the main information (include: keywords) forward in:

  • Titles Hn (H1 for the main title, H2 for the game titles, H3 for the subtitles …);
  • Tags (title, meta description, alt …);
  • The intro (about fifty words on average or 250 characters).

the main title and the meta description appear in Google’s results page. It is therefore essential to optimize them well!

4. Optimize the SEO of your content

Content writing aims to inform, convince … and refer to pages! SEO is an essential method for positioning your pages in the first results of search engines. Without this leverage, your content won’t be visible to users and you will not get traffic.

The on-page SEO goes through:

  • Optimization of tags(see above);
  • The keywords selection (popular but not too competitive, in line with the expectations of your target readers);
  • The placement of keywords in the content (you must reach an average density of 1 to 2% for the main keyword);
  • Optimization of the URL (containing the main keyword, and not too long).

Do not forget, too, to work the semantic field around your keyword. If your content relates to the Auto Showroom, for example, you will have to use terms like ‘car’, ‘automobile’, ‘vehicle’, ‘mechanical’, ‘four-wheel’, brand names, etc.

In any case, all these attributes are specific to the writing of content to impact the positioning of the page on the SERPs of the search engines.

5. Adapt the length of the texts to the subjects

This is a question that often comes up about content writing: do you have to write short or long content? Should we prefer the content of 300 to 400 words, quick to read, or offer expert articles that take the time necessary to explain things well, even if you know the 2000 words?

It is commonly thought that Internet users do not read, or little, the web content. However, according to a Backlinko study, the articles in first place in the results of Google are composed of an average of 1,890 words! And since Google does leave nothing to chance, it is because its users have to appreciate these long contents!

In reality, everything depends on the subject treated … and the purpose of the page. Sometimes, 400 words are enough to go around a question (if it is a page dedicated to optimization). At other times, offering content of 1,500 or 2,000 words helps to demonstrate its expertise on a given topic.

6. Make internal Linking

Once you have started writing content, you will quickly have several articles in stock on the blog. Take the opportunity to start working on your internal Links: this consists of inserting into your content links to other pages of your blog (or your website).

The internal linking has two advantages:

  • It encourages your readers to click on the links to access other pages of the site;
  • It contributes to the good indexing of your pages by the search engine robots (which, during the crawl, circulate on the site through hypertext links).

7. Set up an editorial schedule

At first, running a blog is pretty simple: you pick a topic to write an article every week, and you’re done.

But very quickly, the machine can get carried away. the Increase in traffic to your site gives you more responsibility because your readers are waiting for recent posts. In addition to the 5 weekly articles on the blog, you need to write white papers, guides, client cases, comments for your videos, etc. Topics become more and more expert, and you must manage multiple contributors internally and externally. Result: you are on the edge of implosion!

The solution? Set up an editorial planning for content writing. You will be able to organize your publications on a long-term: topics to deal with dates of publication determined in advance, topics already exploited (practice to organize the internal linking), ideas for future articles, and of course, the entity of the editor in charge of every content.

8. Share your content

Last fundamental point: a good article is a shared article. What’s the point of spending time on content writing if it is to wait for people to find you a little by chance on the search engines?

Go get your readers: distribute your content to your prospects and customers via all channels available to you (website, emailing, SMS). And do not forget to adopt a communication strategy on social networks to share your content … and push your audiences to share them in their turn!

How to rethink SEO in 2018

Digital practices are evolving at a high speed and SEO is not spared. This lever, which at the base was heavily influenced by tricks to more or less ‘deceive’ algorithms, must constantly reinvent itself in front of ever smarter search engines.

Organic visibility stat

The Organic visibility on Google is becoming more and more difficult to access. Beyond the major updates such as Panda, Penguin and Fred that challenged ‘bad’ content, SEO over-optimization, ‘bad’ link building and poor user experience, other regular updates of algorithms are design to improve the relevance of the results. However, it seems that Google now tends to systematically favor the general giants of e-commerce for the first places, including very specific markets.

At the same time, the space devoted to organic results is constantly being reduced in favor of other types of paid answers or internal to Google. Between the leading position 0 and the expansion of the space allocated to Adwords ads, as well as the knowledge graph and various services offered by Google from the results page (Google Flights, concert tickets, museum tickets …), natural results become secondary.

And this trend is not only seen on search engines but also on Facebook, with an even greater decrease in the reach of organic posts against the recommendations of friends and advertisements.

In such a context, the best strategy to adopt is to focus your efforts on what really interests your targets and not the indexing robots because it is this work that will allow you to be rated on them. Thus, SEO requires more and more transversal skills and rethinks in an integrated way within a comprehensive marketing strategy that will allow you to pull out your game plan on all the levers.

Mark the spirits: think ‘branding’

In a highly competitive market, it is ideal to reach your potential customers as early as possible in the buying process, that is to say even before they start their research on the internet. That they hear from you in a positive way to think of your brand when the need will be felt. With this in mind, branding is very important, even for companies that have not been interested in it so far. Determining your values, your competitive advantage, and your positioning, and conveying them through a differentiating message is now decisive. Even identifying a new niche in which you can thrive. The prescription is the best advertising a brand can receive and if your vision is right and challenges your targets to the point of inciting them to keep in mind or even talk about it will be easily declined on the various marketing levers, including the SEO.

For this purpose, it will be important to flatten your branding to make it remarkable. What could attributes make you stand out? With which targets could your offer be the most impactful? Whether it’s a product advantage, outstanding quality service, off-the-shelf communication or anything else that can create a brand attachment, tweaking your difference must be the basis of your strategy. And it is this detail that will be remembered.

Protect your brand-reputation

In the same vein, customer satisfaction must be sought and put forward. Because Google does not want to promote companies leaving behind traces of negative experiences. However, where big brands can still potentially have the benefit of the doubt in case of failure, the smallest companies are not allowed to make the mistake. And positive-minded customers are less likely to express themselves than those who are disappointed, nothing prevents you from encouraging them to also share their good impressions online. Your brand image capital will only get better.

Content Strategy: Quality rather than Quantity

Finally, the content still remains a cornerstone of SEO strategy. But not just any. The one that is valued by Google must, in the context of a fluid and enjoyable user experience, also provide a positive experience to the reader, without being written in order to optimize the site for keywords or phrases. As part of shopping sites, understanding the expectations of your customers, and the criteria for their purchases, you will know what information should be communicated and their hierarchy.

Regarding branded content, it must support your vision and your identity, while adopting an original and authentic angle of approach. Give free rein to your creativity so you do not just find yourself declining or even copying the good ideas of others.

Finally, concerning information content, so as not to multiply the topics that have already been widely debated by various competitors either directly or indirectly, the right strategy to adopt is based on the questions that your target audience ask and then fill in the gaps content available on the web by identifying those that have not yet been satisfactorily processed or that require more detailed responses.

In conclusion, the increasingly complex evolutions of SEO ultimately provoke strategic challenges on the part of brands that will ultimately stop the over-information and ultimately only keep the best.

SEO content is essential for a good SEO of your website. What is SEO content and why should it be produced?
SEO content is a very important factor for your website. Good SEO content will make your site visible in the search engine results, including those of Google. It will allow you to increase the organic traffic of your site and boost your visibility.

Definition of SEO content

SEO content is content optimized for search engines. All the texts and visuals of your website can be optimized SEO.

Search Engine Optimization is known or called (SEO). SEO is defined as the art of optimizing the positioning of a web page, the objective being is to appear in the first page positions of search engine results and especially on Google.

Why create SEO content?

Why create SEO content and why for Google in particular? With these few figures on the market share of Google in the search on the web, you will find the first answer. This will help you understand better why it is important to create SEO optimized content for your website:

In Canada, 90.8% market share for Google (Bing 5.61% and Yahoo 2.48%),
In North America, 88.66% market share for Google (Bing 6.77% and Yahoo 3.62%),

Source: gs.statcounter.com for the month of June 2018

These numbers alone illustrate why you need to meet Google’s content requirements. To get good visibility on Google, SEO content is king.

SEO optimized text content

To make your website visible on the search engines and especially on Google, it must contain optimized SEO content.

Optimized SEO content must be:

  • Original, interesting and quality,
  • Adapted to the web and the requirements of Google,
  • Concise and quickly understandable,
  • Interactive.

To this short list are added the Google’s quality guidelines:

  • Design content by thinking first of your visitors rather than the search engines,
  • Do not mislead your visitors,
  • Avoid using SEO techniques that are contrary to Google’s guidelines to help you rank,
  • Make your site unique, attractive and stand out from your competition.

SEO optimized visual content

Depending on your field of activity, visual content may be as important as text content. Since 2001 (corresponding to the birth of Google Image), the search for images is constantly increasing on Google. By using quality images related to your business activity, you can acquire quality traffic to your website. This is the case for example for communication agencies, e-commerce sites, portfolios of artists such as photographers and graphic artists, image banks, etc.

To optimize your images for SEO, it is essential to:

  • Use ‘ALT’ tags with targeted keywords to describe your image,
  • Take care of their size and weight to optimize loading time,
  • Enter the title of the image.

To learn more about SEO optimization of images:

And do not forget that Google Images has evolved. The advantage of this update allows a more quality image search.

How to value your SEO content?

Creating optimized SEO content will be beneficial for your visibility, provided you meet certain criteria on the web page that will host your content. A web page containing SEO content must include:

Title

It should contain the title of your web page and its content that will be displayed in Google’s results. It must, of course, contain the targeted main keyword.

Title tag

The title tag or H1 tag is the ‘editorial title’ of your content, it is visible on your page and must contain the keyword you are targeting.

A Meta Description

It informs Internet users of the content of the web page in the form of a short description. It is visible in the results of the search engines and must attract the user’s curiosity and encourage them to click on the link of your web page.

How to promote your SEO content?

When SEO content is added to other actions, you put the odds on your side to optimize the SEO and positioning of your web page. The SME, does it speak to you? Need a little reminder?

When you combine SEO, SEA, and SMO, the three complement each other and allow a good SEO of your website on Google.

The three main levers for promoting your content:

  • SEO, natural optimization,
  • SEA paid optimization,
  • SMO, optimization on social networks.

Indeed, a unique and quality SEO content must be relayed on social networks. Promoting quality SEO content is the best way to naturally get backlinks to increase awareness and visibility of your web page.

Who to call for SEO content?

To produce SEO content, you have several options:

  • Write content from A to Z alone by following the instructions of Google,
  • Write a first draft that will then be optimized for a web search agency,
  • Use an SEO agency or web editor.

In short,

Writing SEO content with high added value is essential to improve your positioning on Google. If despite all your efforts and following these tips the positioning of your website is not up to your expectations, do not hesitate to use the services of a web agency to conduct an audit of your website. This audit will allow you to identify and correct the weaknesses of your site to improve its performance.

This has not escaped you, traditional marketing is becoming a topic of digital marketing news and the marketing trend to be essentially digital is leading to new practices for companies looking to grow their business.
In my recent article, I illustrated the difference between traditional marketing and digital marketing, I explained what are the new practices to implement to communicate well on the Internet. Among these practices, emerges the need for companies to become their own media. This state of affairs requires companies to produce their content in order to feed the various digital media networks (blog, website, YouTube, Instagram, etc.).

Finally, you will understand that if these contents must be produced by the companies, they can not be produced in a disorganized way or they will blur the tracks for their customers. The competition and noise on social networks force companies to develop a digital marketing strategy that targets its audience.

Some areas in which your content creation is crucial

SEO (Search Engine Optimization):

In other words, optimizing your website on the Google search engine organic results. Instead of thinking about the first page for the homepage of your site, rather think that it is the opportunity to offer great quality content (especially around your products & services) to users who are looking for a solution.

Let’s look at how Google search results are displayed. When you enter a question in google search bar, you will get results that Google finds on the question entered and displays pages with the most relevant that it has found to answer the question and showcase it. The results that Google offers on the first result page are based on multiple criteria. First, Google uses the relevance, popularity, and authority of the publishing source as pillars of the quality of ‘high value’ content.
You’ll easily understand how important it is for your business to offer high-potential content to attract prospects in search of a solution. Finally, rather than a sales pitch, demonstrating your expertise is the most direct way to persuade a prospect to become a customer, isn’t it?

SEA (Search Engine Advertising):

A must in this category is Google AdWords (very recently renamed Google Ads). Here again, the content is very important. Google gives a mark of quality to the keywords you buy. Including, this quality score is calculated based on the keyword, related ads, and landing page. This grade of quality is very important because it allows you to be more relevant at low cost.

Once again, nothing really good, but it means that content and quality are at the center of the debate. A high-quality landing page, on which a prospect is landed, is vital to convert an intention (search for a solution by a user) into business, with the help of an offer (value proposition).

Social networks: Is it still necessary to specify?

Without social media, your visibility will be reduced. They are floods and without a fine strategy of editorial choices (images, semantics, keywords, etc.) and audience targeting, you will certainly encounter the greatest difficulties in organizing a community of loyal fans around your brand.
Again, a defined content creation strategy to reach your audience is crucial. It allows bringing to your community elements of knowledge around your products & services which directs them correctly towards the consideration of your solutions.
Think about the format of your images, your ads to bring consistency between all the content elements around your brand.

Email marketing:

If the bulk of sending unsolicited emails is completely discouraged because of its very bad reputation generator, email marketing remains a very effective channel when it is used wisely. Whether it is a newsletter or transactional emails (online purchases, reservations, interaction with online services, etc.), the quality of content creation is also crucial. Indeed, given the number of newsletters to which we are all subscribed in order to make a substantial watch on our niche of activity, our attention will naturally be on ‘high added value’ content. It is, of course, your content that will allow your customers to understand your offer and your expertise. Similarly, in transactional emails, opportunities to cross-sell, for example, are important. That’s why your business strategy coupled with an effective content strategy (for comparison, a classic marketing think catalog, product list, advertising, print, etc.) will allow you to turn your prospects into customers.

In Conclusion

I would say that more than ever, thinking about your brand and value proposition will help you define a content creation strategy for your online media. This properly formatted content for digital media is the key to successful digital marketing. It is very important, in my opinion, to define this content creation strategy even before using tools. The reason is that they just risk complicating your communication processes without giving you the opportunity to provide your clients with quality information and therefore, give them the benefit of your products and services.