You already know that writing Web content is not the same as writing on paper. There are notably things you can do to ensure that your content is returned by search engines and easily found by users. Here are a few tips:
Write for your readers
The first thing you need to remember is to write for your readers! While you must also draft your text to optimize search engine site referencing, this should be secondary to the needs of your readership. For optimized site referencing, you should write as naturally as you can. You have around 30 seconds to grab your reader’s attention, which makes it all the more important to do a good job of crafting the first paragraph that Internet users will read.
You should also remember that Internet users will not read your site in a linear manner, but rather, move around to what they find interesting while clicking on various links. This is different from a book reader, who will move from one page to the next in a sequential fashion. You must therefore write each page of your Web site so that it is interesting on its own, with the goal of encouraging Internet users to continue reading, regardless of the page that is first displayed when they enter your site.
What style of writing is best for the purposes of site referencing?
Numerous Web writers rely on the well-known concept of keyword density index when drafting content. While some refer to 4%, there is no overall consensus as to the ideal percentage to aim for. Everyone does agree, however, that keywords have an impact on site referencing.
This being said, you should not initially focus on keywords, site referencing and search engines when you write, as this may prevent you from drafting the most natural-sounding article. You will, however, need to bear in mind that your page(s) should be returned among the top search engine results for certain expressions. Once your article is completed, you should read it over with a view to determining whether you could have used more keywords associated to the themes of your various pages.
Keywords include all of the variations of a main word (singular, plural, conjugated, etc.), as well as synonyms and all those words that are semantically similar. Keyboard for this article, for example, could include write, writing, drafting, draft, text, paragraph, article, etc.
You should be careful to not limit yourself to single words. Expressions comprised of several words can also constitute keywords. For this article, these could be: writing for the Web, drafting for the Web, writing for the purposes of site referencing, drafting for the purposes of site referencing, Web drafting, etc.
Optimal length of a text drafted for the purposes of site referencing
There is no optimal text length for the purposes of site referencing. As long as your content follows a highly specific theme, it is usually not worth splitting up your text into several pages. You should only do so if you have a logical reason, and in such a case, should position each page by using specific keywords. For example, you could split up an article on tourism in Montréal into several pages (examples: architecture, restaurants, attractions, Montréalers, etc.).
Other writing tips
- Make limited use of italics and bold font, as these two styles can be very difficult to read.
- Never use more than 3 different fonts in a text.
- Ensure that there are no grammar mistakes.
- Keep your sentences short.
- Emphasize certain important sections (bold, underlined, etc.).
- Use lists (point form).
Resources
To further learn about this topic, we invite you to consult the following reference material:
CopyBlogger
http://www.copyblogger.com/seo-copywriting/
SEO Copywriting 101
http://www.searchengineguide.com/barone/009185.html
SEOmoz links
http://www.seomoz.org/blogdetail.php?ID=1631
The Elements of Style
http://www.bartleby.com/141/
A Guide to Writing Well
http://www.fireandknowledge.org/archives/2007/01/08/a-guide-to-writing-well/
What is Good Writing
http://www.writingcenter.emory.edu/goodwrite.html
Optimal Word Count & Web Page Copy Length
http://www.seobook.com/archives/001986.shtml
