Web writing, content optimized for natural referencing

Web writing is a major focus of our SEO strategy.

Writing a web is both composing for the reader who expects information that is often precise while structuring the text so that search engines identify it as relevant in his field. The e-writer will therefore use a clear, simple but vocabulary-rich language in order to meet the expectations of all audiences. The avowed objective is as much to offer an easy, pleasant reading, without heaviness for the Internet user as to meet the writing standards defined by Google and its “spiders“. Web writing is unquestionably, with the creation of a network of backlinks , a major pillar of SEO and the positioning of your web pages.

Since its creation, the web has undergone a constant evolution and, with it, web writing has adapted and transformed. In 2023, a few major trends are defining the web writing landscape.

Prioritizing user experience (UX): Interest in UX has increased significantly. Texts on the web are no longer just meant to be read, but to be experienced. Clarity, conciseness and relevance have become the key words. Sites seek to offer smooth navigation and content that responds quickly and efficiently to users’ needs.

Adopting the natural voice and tone: With the emergence of voice search and digital assistants, web content is moving towards more conversational writing. The phrases are designed to be not only read but also listened to, resulting in a more natural and engaging tone.

The importance of multimedia: The content is no longer exclusively textual. Videos, infographics, podcasts, and other multimedia formats are consistently integrated into articles. They enrich the reading experience and respond to the different preferences of Internet users.

Ephemeral content is gaining ground: Inspired by platforms such as Instagram, Snapchat or TikTok, ephemeral content (stories, temporary posts) has become popular on other platforms, requiring writers to be able to communicate in a concise and impactful way.

Ethics in writing: The social and environmental responsibility of companies is also reflected in their online communication. Transparency, honesty and sustainability are valued. Web writers must therefore not only be competent, but also aware of current global issues.

The importance of SEO, but with nuance: While natural referencing (SEO) remains crucial in 2023, it is approached with more subtlety. Over-optimization is avoided in favor of quality, relevant and natural content.

Personalization and AI: Artificial intelligence now makes it possible to offer personalized content in real time. Drafters should therefore consider multiple versions of the same text, adapted to different audiences or contexts.

Web writing: technical writing

Weighing the value of words, their position in the text, their graphic emphasis, checking their lexical field, exploring their semantics are all constraints that make each page a delicate exercise in editorial balance. (see the training courses in web writing)

• Specific keyword study for each article.
• Feasibility assessment of the targeted queries in the context of the site’s architecture.
• Documentation, sorting, selection and prioritization of selected sources .
• Respect for the defined language level .
• Content Paragraphing .
• Impeccable grammar, syntax, spelling, punctuation.
• Insertion of hyperlinks on optimized anchors.
• Writing of SEO tags, url and snippet, if applicable.

What Référencement PME, your SEO agency in Montreal , offers:

• SEO-optimized copywriting (for search engines).
• Rewriting, SEO upgrade of web content.
• Linguistic correction.
• Optimized translation.
• Web architecture/ergonomics.
• Impeccable grammar, syntax, spelling, punctuation.
• Typographic settings.
• SEO of your website / internet portal.

• Aim for targeted keyword density. (This practice is outdated, cumbersome to read, and useless!)
• Copying and pasting from other sources (plundering of intellectual property).
• Spinner of the content (Ah! the beautiful mechanical literature!)
• Copy and paste my own articles, even for directory submissions.
• Subcontracting offshore, (Don’t want to take everything back…)

For a study of your case Contact – Référencement PME

Web writing in 2023

Since 2009, Google has been communicating on its ability to take into account the polysemic richness of each term and its connotations while ceasing to privilege the frequency of the word and its density within the text, which was the case for a long time in the past. The debate rages in the community of web writers and SEO consultants about the real ability of the search engine to take into account the semantics of each term, in each language… On the other hand, some suggest that Google does not exploit its full analytical capacity on the pretext that too few pages are written according to this reference, implicitly denouncing the poor editorial quality of the majority of web portals.

One thing is clear, the quality of content is now becoming more important in web referencing and it is only fair for the Internet user who has no time to waste with touting sites full of garish ads.

To demonstrate this, I place some articles on the solidity of their optimization in business promotion sites such as this article written for a florist in Montreal (35 “google suggest” queries in the top 10 after one month) or this one from a caulking company (http://redaction-articles.com/calfeutrage-laval/, top 5 on caulking Laval since 2012″).

Read also about web writing

• The web writer optimizes his pages for SEO and you?
• Does your site have rich content?
• Google’s short guide to compliance with the Panda update
• How to structure a text for the web
• Writing web content and site structure
• Content Provider

Kristof, member of Doyouseo, the association of SEOs in Quebec

FAQ

1. What exactly is meant by “user experience (UX)” in web writing? UX in web writing refers to the creation of content that offers a pleasant, intuitive and enriching reading experience for the user. This includes the structuring of the text, the relevance of the information and the ease of navigation.

2. How does voice search influence web writing? With the growing popularity of voice assistants, content is increasingly designed to be not only read but also listened to. This encourages more natural, conversational and orally appropriate writing.

3. What types of multimedia content are commonly embedded in texts? Videos, infographics, podcasts, animations, and slideshows are some of the most commonly integrated multimedia elements to enrich the reading experience and meet the varied preferences of users.

4. What is “ephemeral” content? Ephemeral content is a type of content that is only available for a short period of time, such as stories on Instagram or Snapchat. They are designed to be immediately engaging and prompt quick action.

5. How can web copywriting reflect a company’s ethos? Web writing can highlight a company’s social, environmental and ethical commitments through articles, case studies or testimonials. Transparency and honesty in communication are key to building trust.

6. Is SEO still relevant for web writing in 2023? Yes, SEO remains essential to ensure the visibility of a site on search engines. However, the approach has evolved to focus on the quality, relevance, and naturalness of content rather than just the forced insertion of keywords.

7. How is AI used to personalize content? AI analyzes user behavior, preferences, and browsing history to present content tailored to their interests and needs in real time.

8. Do web writers need to have technical skills in 2023? While a web writer’s core skill remains their ability to produce quality content, an understanding of the basics of SEO, UX, and the use of analytics tools can be a major asset.