content writing

Writing web content is an essential skill to be visible, attract qualified visitors and gain customers on the Internet. How to write web content? Here is a concrete example, detailed step by step. This article is not an article like any other.
I’m going to play the web writing game by killing two birds with one stone: giving you the best practices to follow while trying to get this article on the 1st page of Google on the ultra-competitive keyword: how to write web content.
Today, while chatting with a client, I found myself faced with a remark that comes up frequently. SEO experts provide a lot of info on SEO and web content writing, but it’s still theory. Where are the examples?
If you do some research on web writing at our dear friend Google, you will find a bunch of articles presenting best practices, tips, “key steps”, “what to do” or “what to do”. do not do “to write web content …
In short, only theory, best illustrated.

How to Write for the Web

Suddenly, I wanted to try this experience to try to enlighten a few more people looking to learn how to write web content to properly reference their site, their blog, or even optimize their Inbound Marketing strategy. When you are looking for information on “how to write a CV” or “how to write a cover letter”, you secretly hope to find a sample CV or letter to inspire you a little … a lot …! Why shouldn’t the same be true for people looking for tips or advice on writing web content? So my idea is to make this article a CONCRETE example, WITH YOUR HELP, of optimized content. I would like a newbie to clearly understand how to write great web content, how to write for the web effectively, what SEO-optimized content is, REALLY, after reading this article completely. For that, yes, I need you!

Quality and well-referenced web content is shared content.


I am therefore counting on you to share this article on social networks, comment on it, resume it on your blog or elsewhere! Without it, this web content writing experience will of course be meaningless.
Writing web content, a keyword story
Well, you may have (probably?) Noticed that, since the beginning of this article, I keep talking about writing web content, quality content, which I use without any restraint the terms “how to write web content ”or“ how to write for the web ”?

Write content for the web

I remember a time that people under 20 and over 20 know when French teachers criticized us for the slightest repetition in an editorial office. But they didn’t really get it! Repetition is one of the keys to writing web content. To write optimized content for the web, it is necessary to determine the keywords related to the topic of the article. For this one, it’s not complicated, I keep repeating them. These keywords are in fact the queries that Internet users are supposed to enter to come across your article and be satisfied with what they find there. What the hell is a guy going to google looking for information about writing web content? There are lots of tips to find out exactly, but here your imagination will have done a lot of the work.

How to choose the right keywords

Google is now very careful about how often a keyword is repeated. And even if it doesn’t detect misuse, readers will see it and won’t want to read your content. Suddenly, they will leave your page to return to Google results and click on a competitor link. This behavior – known as bounce rate – sends a strong signal to search engines, which ultimately gave the user a wrong answer. After that, your web content will gradually be relegated to the bottom of Google results. It is therefore important to integrate your keywords subtly and distribute them sparingly throughout your content (How to write web content, write for the web, how to write an article for your blog … Not like that, eh!)

writing web content is writing structured content

Well, just because you know how to incorporate keywords into your article doesn’t mean that you are an expert at web writing (even if a lot of so-called experts think so. To write quality web content, it is necessary to structure it. And there, your French teachers have served a purpose!

How to write SEO optimized content

If you want to write an article optimized for the web, you need to think about its structure. Well, the titles are less visible than in your college writing … the I) or the A), it was for your duplicate copy! Here, it is the beacons that make the birch! For that, I refer you to Wikipedia and its article on HTML. So in my article here, my big 1 is “Writing Web Content, A Keyword Story”. And my Title 2, I put Title 2 to illustrate my point, so it’s obvious! But structuring an article is not just about putting titles in it. To write well on the web and write a relevant blog article, you must also know how to write in bold and underline important words. Not only does it make it easier for the lazy to read diagonally, but it’s also recognized by search engines. Bold words and underlined words are considered more relevant by engines. So, when in my article I fatten up how to write web content or how to write for the web, I tell Google that these are important words for the topic of my article. Knowing how to structure content to make it scannable is one of the key skills of web content writing.

Writing structured web content also goes through the URL

Finally, a good structure is also a relevant URL. The URL is the web address. You need to put relevant keywords in it. The URL is true of utmost importance in your SEO. So you will understand why in mine, here is how to write web content in it? Writing web content is also about links
Well-referenced web content is content that contains (this repetition, it is ugly and avoidable! Sic) links. Internal links, which lead to other pages on your site and external links. To read also: Natural referencing – external links

How to Write for the Web

There, I insert an internal link in my content that redirects to another of my articles dealing with external links. Internal links contribute to the good linking of your website. It makes Google’s job easier for SEO. External links prove the relevance of your comments to Google. If I put an external link to this blog that explains how to write web content, Google will assume that I know what I’m talking about and that my article will be suitable for people looking for information on how to write for the web. Again, this should be used sparingly. It is not necessary to put internal and external links every two lines! Finally, the good SEO of your web content also depends on the links from other websites that point to your page. If I want this article to appear in the top Google results for the keyword how to write web content, I’m going to have to get some links back to this article. This type of link is equivalent to a recommendation for Google. It is an indispensable part of writing web content.

Writing web content means sharing it and having it shared

At this point, you should know more about writing web content and should be able to write an optimized article for your blog. One thing remains, “The last but not the least” as they say! Quality and well-referenced web content is shared content. The more your article will be shared via blogs, sites, or social networks, the more it will be considered as relevant by Google and therefore highlighted. Likes, shares, or tweets, it all counts! Even if it is indirectly but we can discuss that in the comments. Once your content is written, that you have checked your keywords and your structure, you share it on social networks and try to generate sharing in your community. This is an additional challenge of web writing: you have to write web content that is viral.

What is viral web content?

Recent studies show that shared web content is not just a good topic and is not due to exceptional luck. Many bloggers, and even some marketers, continue to believe that if some of the web content they write is more successful than others, it is only a combination of circumstances. Yet the latest work on the issue lists the ingredients of viral web content:

A story
Of the admirable
The unexpected
Added value
Social interaction

Viral content is clearly more engaging than a simple advertisement because it encourages the target to share and participate

Define the objectives of your web content

What do you really expect from your content? Why do you want to implement a web content strategy? What results are you hoping for?
Demonstrate your expertise? Develop your community? Your audience? Improve the SEO of your website? Make it more visible?
If, for example, you want to optimize the engagement of your community, emotion can be a key. n the other hand, if you simply want to acquire more traffic for your website, writing technical web content with high added value will be more effective.

Analyze your target

We are talking about user experience. You need to put yourself in your target’s shoes in order to improve their experience with your brand or website. How does it work? How does she react? What are your strong points? Your weak points? the better you know your target, the more you will be able to write content that meets their expectations and therefore benefit from going viral. You will also develop the engagement of your audience by showing them that you take into consideration the slightest of their comments, their expectations. You will flatter their ego and value their behavior, thus ensuring a higher conversion rate. ere I highly recommend you to work on your Marketing Personas

Empower your troops

Quality content requires the mobilization of several (all?) Departments: marketing, communication, sales, legal, human resources (The Employer Brand), Management? They need to be informed about the chance of the content and the expected impact. much more than words, viral content is about emotion, sensations, feelings. It is essential that all the actors contributing to it be made aware and aware of the dimension to be given to the content

Consult your troops

Viral web content is content that reaches as many people as possible.
You can’t create viral content on your own without considering reviews.
It is essential to consult your collaborators throughout your web content writing process.
Discuss, debate, exchange. cute meetingitis is one of the biggest evils in business, however, for a result that meets your expectations, brainstorming is strongly recommended.

Draw the outline of your web content

You can now draw the outline of your web content. o do this, list the big ideas of your content and try to integrate the ingredients seen in the intro appropriately. Are you telling a story? Can you make it more surprising? More unexpected? Can you convey more emotions?

Develop your creative brief

Once the frame is finalized, you can create your creative brief. The creative brief will aim to identify all the components and characteristics of your web content: the subject, the tone to set, the dimension to convey, the emotions to share, the tasks to be done, and the different actors involved. Therefore, all your team


My conclusion, which is also my seventh and last title, gives you an appointment in a few weeks to take stock of the SEO of this article. will update it to see if it ranks well, or not, on Google you can actually come and check that yours truly knows how to write web content and that all of their advice on optimized content is not just hot air!
So one last time, how do you write web content? Google results how to write web content
Update April 2020: The article is in the 3rd position of the 1st Google page on the query “How to write web content”. Yes, it works Bonus: writing web content, the ultimate trick would like to thank you, you who stuck around until the end of this huge article. For this, I will present to you the trick that allows me to stand out from the competition. I’ll even give you two more tips for writing well-SEO web content. First, well-referenced web content is rather lengthy content.
how many words to be well referenced – blog article
As you can see in this study, web content that ranks 1st on Google has an average of 1950 words. That’s why this article is so compelling. The other trick that is essential in keeping your content up to date. Updating is a full-fledged web content writing practice, but a tiny minority take the time to do so. However, Google strongly takes this criterion into account in the ranking of its search results. Its notoriety depends on it. If Google offers its users outdated web content, the users will compete. So, in order to increase my chances of correctly ranking this article on the keyword how to write web content, I update it regularly by adding new sections including secondary keywords bringing traffic to this page. This is why I strongly recommend that you audit your web content with these few free SEO tools. You’ll find plenty of opportunities to better rank your content. And as if that were not enough, if you want to go further, I offer you this free guide, also very comprehensive:


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