Published on 6 March 2015 (Updated 29 February 2024)
The trend toward rich, engaging, and unique content marketing will be even more critical in the eyes of search engines in 2015. A content strategy and good web copywriting must respect an established editorial charter and be well thought out and planned.
Keywords, lexical fields, long tails, quality links, and descriptive titles must not be left to chance in your web copywriting.
The strength of an article or web content is part of a coherent natural referencing strategy designed for web users, not forgetting the search engines.
First of all, there are no mysteries regarding web copywriting. The first thing you need to do is determine your subject and target audience and then prioritize it into headings and sub-headings.
Next, you’ll need to identify the keywords you want to highlight that are directly related to the subject. Finally, you must create an internal link at the heart of your content to connect your pages.
Content hierarchy
To optimize your content as much as possible, it is important to understand the basic concepts, particularly those linked to H1, H2, and H3. As well as delimiting the main parts of your web content, these tags will highlight your content alongside the keywords you have selected beforehand.
Titles
You need a title for each of your content pages that relates to the theme of your page. The title should be short, visible, explicit, and catchy and contain your keywords.
The first few words are the most important for search engines. Make sure you put your keywords first in the title.
Relevant introductions in web copywriting
Introductions are like hats. A catchy paragraph should summarise the essential information. The 5W rule is often used in introductions to help with copywriting:
- Who? Who is concerned
- What? What is the subject about?
- When? The date of the event
- Where? The location
- The purpose Object
When writing content, apply the principle of the inverted pyramid. The starting point is generic, essential content, followed by detailed content.
For example, for this article:
Good web copywriting practices.
Content hierarchization
“In order to optimize your article as much as possible, it’s important to understand the basic concepts, particularly those linked to H1, H2 and H3. As well as delimiting the main parts of your web content, these tags will help you prioritize your content alongside the keywords you have selected beforehand.”
Article content for good web copywriting
Paragraphs, boxes, and specific page layouts are obviously necessary to highlight information.
Paragraphs break up the information and make for pleasant reading. Don’t forget that your keywords and main ideas should always be at the beginning of your content. Key figures, quotes, and resources add richness to your content.
Important tags for referencing
Headings:
… tags improve the visibility of your content and provide structure. Headings should be made up of relevant keywords that summarise the following paragraph.
The or tag: the tag is used to enhance content by making it appear bold, giving the text it contains weight with search engines but also highlighting key expressions.Bulleted lists
Bulleted lists help to break up your paragraphs and clarify the information to be highlighted. They should be used when you have more than two pieces of information. Start your bulleted lists similarly with an infinitive, or imperative word.
Example:
- Air your paragraphs
- Clarify your information
- Use your information wisely
- Images at the heart of web copywriting
When you’re creating content, you don’t necessarily think about images. Nevertheless, they are content in their own right and must be optimised for natural referencing. In your content, informative images will be better perceived than decorative ones.
To do this, you first need to name your image when you upload it to your CMS or FTP. Then you need to give your image a description using the “Alt” attribute.
The Alt attribute is a textual, descriptive and concise equivalent. It strengthens your referencing and improves the accessibility of your site.
Highlighting keywords
Before even starting to write an article or more general content, it is important to determine, in addition, the theme of the article. These keywords relate to the subject of your content; they are the most crucial element of your content and must, therefore, be strategically located in the semantic mark-up. The consistency, relevance, and quality of your content will be rewarded if it is designed to inform web users.
Several methods are used to achieve this.
Your keywords should be repeated in moderation, without exaggeration, with the use of synonyms in the article’s content. Finally, don’t forget that you are writing for Internet users, meaning the article must be pleasant to read.
Internal linking for web copywriting
Internal linking needs to be thought through when writing your content and be used with care. Internal links are specific to your site and their purpose is to facilitate navigation and take visitors to other relevant content on your site. How your links are structured within your pages will have an impact on the visibility of your site.
Deep links, for example, enable a better distribution of popularity. It is in your interest to link to a page further down the architecture of your site to highlight it. Deep links are also designed to improve your presence on “long tail” queries.
Before even writing the article, it is essential to determine which links you want to include in the body of the article. These links can either be to a related page on your site or to a partner site.
The choice of link will determine how the article is written since the text will be adapted to the target of the link. This will improve your natural referencing by creating a strong internal link between your articles and content. The text content (keywords) on which the internal link is integrated must perfectly harmonize with the destination page.
The editorial line of good web copywriting
Now that the technical part has been dealt with, all that’s left is to write your article following the rules set out above.
To do this, you first need to determine your tone, which will vary according to the theme of your site/blog (engineering consulting or electronic music do not use the same codes).
Next, you’ll need to determine your target audience. Whatever the subject, the message must be understandable for the people you want to reach.
Finally, in the interests of readability, be sure to respect the spacing, and check for spelling mistakes as well as the line spacing, size, and typeface family used.
You are now ready to optimize your web content and ensure good natural referencing.
WANT TO FIND OUT MORE?
Want to know more about web copywriting tools? Send us a message to discuss it together 🙂
The or tag: the tag is used to enhance content by making it appear bold, giving the text it contains weight with search engines but also highlighting key expressions.
Bulleted lists
Bulleted lists help to break up your paragraphs and clarify the information to be highlighted. They should be used when you have more than two pieces of information. Start your bulleted lists similarly with an infinitive, or imperative word.
Example:
- Air your paragraphs
- Clarify your information
- Use your information wisely
- Images at the heart of web copywriting
When you’re creating content, you don’t necessarily think about images. Nevertheless, they are content in their own right and must be optimised for natural referencing. In your content, informative images will be better perceived than decorative ones.
To do this, you first need to name your image when you upload it to your CMS or FTP. Then you need to give your image a description using the “Alt” attribute.
The Alt attribute is a textual, descriptive and concise equivalent. It strengthens your referencing and improves the accessibility of your site.
Highlighting keywords
Before even starting to write an article or more general content, it is important to determine, in addition, the theme of the article. These keywords relate to the subject of your content; they are the most crucial element of your content and must, therefore, be strategically located in the semantic mark-up. The consistency, relevance, and quality of your content will be rewarded if it is designed to inform web users.
Several methods are used to achieve this.
Your keywords should be repeated in moderation, without exaggeration, with the use of synonyms in the article’s content. Finally, don’t forget that you are writing for Internet users, meaning the article must be pleasant to read.
Internal linking for web copywriting
Internal linking needs to be thought through when writing your content and be used with care. Internal links are specific to your site and their purpose is to facilitate navigation and take visitors to other relevant content on your site. How your links are structured within your pages will have an impact on the visibility of your site.
Deep links, for example, enable a better distribution of popularity. It is in your interest to link to a page further down the architecture of your site to highlight it. Deep links are also designed to improve your presence on “long tail” queries.
Before even writing the article, it is essential to determine which links you want to include in the body of the article. These links can either be to a related page on your site or to a partner site.
The choice of link will determine how the article is written since the text will be adapted to the target of the link. This will improve your natural referencing by creating a strong internal link between your articles and content. The text content (keywords) on which the internal link is integrated must perfectly harmonize with the destination page.
The editorial line of good web copywriting
Now that the technical part has been dealt with, all that’s left is to write your article following the rules set out above.
To do this, you first need to determine your tone, which will vary according to the theme of your site/blog (engineering consulting or electronic music do not use the same codes).
Next, you’ll need to determine your target audience. Whatever the subject, the message must be understandable for the people you want to reach.
Finally, in the interests of readability, be sure to respect the spacing, and check for spelling mistakes as well as the line spacing, size, and typeface family used.
You are now ready to optimize your web content and ensure good natural referencing.
WANT TO FIND OUT MORE?
Want to know more about web copywriting tools? Send us a message to discuss it together 🙂
