WEBSITE CONTENT: THE RULES FOR COMPOSING YOUR CONTENT ON THE WEB

Référencement naturel - SEO (15)

Writing your Content on the Web : our tips for success

Do you want to write content for your website? Web content writing is very different from writing for magazines or advertisements! To meet your objectives, transmit information efficiently and be visible on search engines, follow our advice!

Define your objectives and target for the web 

Before you start writing your pages on your website or blog, it is essential to define your objectives and your target.

 

The purpose of the web content writing you want to do may be to effectively convey information about your business to your customers and prospects. You may also want to rank on specific search terms. Finally, you may also want to create promotional and eye-catching content to generate leads quickly! Web copywriting can be done in both the short and long term.

 

With this in mind, defining your target audience is very important before you start writing web copy. Here are the questions to ask yourself before thinking about web writing :

  • Who are your clients?
  • Who are the people you want to reach?
  • What are their interests? Their location? Their age? Their level of knowledge of your field?

Building a target audience can greatly help you build high-performance, high-value web content

Choose your keywords for the web

Once you have defined your objectives and your target audience, you will have to identify how they search for information; what types of queries they might make on search engines to get to your website.

 

A keyword is a word or a set of words that an Internet user will type in when searching the web. There are short, generic keywords, which generate a lot of traffic, but also "long tail" keywords, which may be less searched, but express a more precise need on a particular field.

 

That's why it is essential to choose your keywords well when you think about web writing. According to your linguistic and geographical criteria, a keyword study allows you to identify all the Google searches made in relation to your products and services as well as the associated volumes.

The following tools can help you perform this keyword research :

Define your style and create your content

The way you write your content answers two important points :

  • This reflects your company's identity, values and field
  • This must be able to meet the rules of web writing to be effective

 

Writing on the web has its own rules and must adapt to the behavior of Internet users on computer, mobile, tablets ... On the web, the user is generally in a hurry and not very attentive, he will try to get the information he needs quickly.

 

That's why, in addition to having an editorial style specific to your company, it is very important to be clear, concise and punchy to quickly hold the attention of the reader. Especially if the objective of your web writing is to generate new leads and have more customers.

 

For an optimal first draft, make sure to deliver the key information quickly, and adopt a vocabulary accessible and understandable by all. Structure your content with punchy titles, deliver your information without getting lost in jargon, and get to the point to deliver your message.

 

Don't forget to insert your keywords in your content, and avoid repetitions!

Work on the SEO 

In order for the web content you have written to be as visible as possible on search engines, you need to do some real SEO work! You can discover here the SEO trends of 2021. 

 

Here are the points to work on your content to improve its performance and make it more visible :

 Optimize your SEO (meta-title)

The meta title is the main title of your page. It is the one that appears in blue in search results on the web. You must include the main keyword of your page, avoid exceeding 65 characters, and have an engaging sentence to encourage clicking.

 Optimize your meta-description

The meta description is a description of your page that appears under the SEO title of your page. To work it effectively, think of a catchy sentence in less than 55 characters, in which we will find the keyword of your page and / or a lexicon similar to the subject of your page.

Optimize the URL of your page

Your page URL is located in the address bar of your page. For a URL that is well understood by Google, it must contain the keyword(s) of your page, the words must be separated by dashes and the URL must not be too long.

Optimize your contenu for SEO

As a general rule, the minimum size for SEO optimized content is 300 words. And at 700 words or more, your content starts to be perceived as quality content with real added value. Use your main keyword at the beginning of your first paragraph, and keep your keyword density at 1 to 3% (out of 1000 words, you should have your keyword 10 to 30 times). It is useful to also use secondary keywords, and to write words generally associated with your main keyword.

Optimize your titles and your subtitles

For SEO web writing, use different hierarchies of titles to structure your content and facilitate understanding by the Google robot. You can use the text format of your CMS editor to structure your content with a main title (H1), subtitles (H2), sub-subtitles (H3)...

 

Try to include an H1 title, at least 2 H2 titles, and to include your main and secondary keywords in each title. 

Optimize your links

Internal linking consists in adding links between pages of the same site. To facilitate navigation in your site, and reinforce your structure, we recommend adding 2 to 4 internal links per page, which will be of real interest to the user.

 

External links are links to another website, which you create to allow the reader to go and get more information about the content you propose. Insert at least one external link, to a quality content (blog, government source, studies…).

Optimize your images

Images play an important role in your web content. They allow you to hook the reader, but also to reinforce the SEO performance of your page. For each image, make sure they are not too heavy. You should also insert a keyword in the title of your file, fill in the alt tag (text read by Google to understand what your image is about), and define a title for your image. And if you are looking for visuals, we deliver the best free and royalty-free image databases for your website.

Proofread and correct your content 

It is a mistake that we see far too often: many pages on the web have spelling mistakes. This is a real negative point for your web writing since it penalizes your credibility with Internet users.

It is essential to proofread your content and have it proofread before publishing it on your website

Use the services of a web writing agency to help your site become successful !

If you need help with your content, call on our SEO agency on the South Shore of Montreal!  At Dubuc Marketing, we have been specializing in web writing for over 15 years and assist small and medium-sized businesses in creating and optimizing their web content in Brossard, Saint-Constant, Longueuil, Sainte-Catherine and Montreal!

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