After long months of hard work, your website is still sinking into the depths of Google. An irreproachable design, a fast-loading time, a powerful backlinks campaign… And if the problem came from the quality of the content? Contrary to appearances, writing well for the Web cannot be improvised. This perilous style exercise hides a double objective: to meet the needs of the Internet user and to seduce the algorithms of the search engines. The secret? Juggle with the words of the French language while brilliantly handling natural referencing techniques. Whether it's a blog post, a product sheet, or a page “about”, the same question keeps coming back: how to make good editorial content? Here are 7 wise tips that could well increase your visibility on the Web.
1. Target your audience to adopt the right tone
Before throwing yourself body and soul into writing web content, ask yourself first about your client and his research intention. By understanding the personality and needs of your prospects, you are sure to find the words that will touch them. Take the example of an e-commerce site: would you use the same stylistic processes to describe a phone charger and a diamond ring? Probably not!
Generally, any editorial project goes through the design of a persona. This is a fictitious robot portrait of your client which will serve as your reference. To succeed perfectly, do not skimp on any detail: age, profession, family situation, consumption habits... Then record this information carefully, on a handwritten sheet or in a digital document. All you have to do is re-read them carefully before wiggling your fingers on the keyboard. An unstoppable method to put yourself in the shoes of your client in a few seconds!
2. Work on relevant keywords to improve your natural referencing
Did you know that in 2019 alone, Google processed no less than 2.3 trillion queries? A figure that once again demonstrates the importance of increased visibility on search engines. To hope to be read by the greatest number, you must imperatively comply with the laws of natural referencing, or SEO (Search Engine Optimization).
Positioning yourself ideally on the first page of the SERP (Search Engine Result Page) is not a vague sleight of hand. It's all about selecting the right target queries. They should accurately reflect the central core of your business. To define them well, simply ask yourself the terms that a visitor would enter in the search bar to discover you.
However, you will notice that some queries, called short-tail queries, remain particularly competitive: so, there is no need to aim for position zero from day one! Instead, start by working on long-tail keywords. More precise and less often typed, they nevertheless generate significant qualified traffic which will improve your conversion rate.
With these multiple constraints, how to make good editorial content? By integrating these requests naturally into the text, especially in certain “hot zones”: title, chap, H2 subtitle. On the other hand, absolutely avoid keyword stuffing. Long considered essential for "ranking", it is now widely sanctioned by search engines. As proof, Google's Panda filter has been chasing these low-end content strategies since 2011. It's up to you to try the experiment, but be careful: the famous ursid of Mountain View will have no qualms about bringing your site down several places.
3. Promote your professional expertise to gain notoriety
Since 2018, Googlers have hammered home these three little letters in their communication with webmasters: EAT (Expertise, Authoritativeness, and Trustworthiness). Or, for non-English speakers: expertise, authority, and trust. A triptych that applies both to the design of a site and to its editorial content. Concretely? Through your professional ghostwriting, strive to convey these values dear to Google. Don't just reformulate your competitor's content: offer added value to become the best in your field! Take care, for example, to:
- share your know-how via informative, precise and detailed articles;
- bring new information to your audience;
- mention your sources at the bottom of the page to testify to your reliability;
- Occasionally invite competent professionals from your sector to strengthen your credibility.
Keep in mind that you are writing primarily for the Internet user, and not for the engines. Make user experience (UX) a priority! Think of your visitor who repeatedly encounters the same information from one site to another, without an ounce of novelty. Don't disappoint him for the umpteenth time with duplicate content or hollow speech: he is very likely never to come back.
4. Pay attention to your syntax to write well for the Web
What could be worse than a text full of spelling mistakes for your brand image? Paying attention to syntax and grammar is the building block of great content. Then put on your most beautiful frames to track down misprints, mismatches and typographical errors: your Internet users will thank you for it.
In addition, beware of repetitions which impoverish the web content. Take advantage of all the richness of the language of Molière: opt for a varied vocabulary by developing the semantic field of your activity. This will satisfy Google's obsession with text.
Also remember that reading on screen will tire your prospect quickly. In the name of UX, go straight to the point: favor short sentences, avoid unnecessary padding, air out the text with paragraphs. Out of inspiration? Follow the journalistic 5W + 2H rule (Who, What, Where, When, why, How, how much). It consists of succinctly answering 7 questions to situate your point accurately: Who? What? Where? When? Why? How? How many? Simple but effective!
5. Use copywriting and storytelling to write an attractive text
Are you still wondering how to make good editorial content that is both persuasive and engaging? Used wisely, copywriting and storytelling prove to be formidable marketing weapons.
A very popular strategy in advertising, copywriting pushes the client to act with powerful words. In web writing, this technique encourages the customer to click on a link, to buy an e-book, to subscribe to a newsletter... For a successful viral article, challenge your readership with a carefully copywritten title: it will capture all the watch out on social networks!
Thanks to storytelling, your company becomes the seat of a tale with twists and turns in which you are the main hero. Do not hesitate to use it in an “about” page to highlight your journey – and your pitfalls. Take your Internet user along in the flow of your adventures and give him emotions! The key: an attachment to your brand and a memory engraved in marble. Who said that writing well for the Web didn't require a bit of psychology?
6. Encourage action to increase your conversion rate
How to conclude your blog post? Certainly not with a banal “see you soon”. To skyrocket your conversion rate, nothing like a call to action (CTA). This sentence, often in the imperative mode, must convince the reader to continue his virtual adventure with you.
Do you sell products or services? Direct it subtly to your online store. Want to interact with him? Submit a contact form at the bottom of the page. Does your income depend on AdSense ads? Retain the user as long as possible by submitting links to related articles. This will also strengthen the internal linking of your site.
7. Use a web editor to benefit from quality texts
Running out of time or ideas to personally manage your textual content? Entrust your site to the expert pen of a professional web editor. This digital writing specialist will accurately embody the mindset of your company and blend like a chameleon into your world. Labeled “SEO”, it will offer you articles optimized for search engines.
A recognized SEO web editor is distinguished in particular by:
- unprecedented editorial fluency;
- an ability to deal with a wide range of topics;
- a sharp vision of natural referencing;
- proficiency in HTML markup;
- Knowledge of major content management systems (CMS).
To enrich your editorial areas, you can go through editorial platforms or digital strategy agencies. Do you want premium quality text? Instead, trust La Redact Du Web to find your rare pearl! Our hand-picked SEO web editors will be happy to propel your site to the top results of Google.
How to make good editorial content? To conclude
Writing well for the Web is ultimately akin to following a recipe: a long-simmered persona, a robust grammatical mold, a net of natural referencing and a hint of creativity. Do your current articles seem hopelessly tasteless to you? Do you dream of unique texts that look like you? Do not procrastinate any longer: put together a team of freelance web writers in your image in 5 minutes flat!
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