Web writing in 7 steps

mnnuman29@

In my opinion , web writing is an essential lever for any digital marketing approach . Web writing has nothing to do with journalistic writing. Writing for SEO can be learned and it is an essential quality if we want to have a chance of not investing in total waste for content that will not be read, because it will not be seen, because it will not be referenced by search engines, because they cannot be referenced. Comparison between SEO optimized article and non-SEO optimized article I have a fairly recent example. A real case between a prospect and a client, both in close but non-competing worlds on the financial products market. Our prospect is one of the main players in its market.

For 18 months, they launched a content platform. For the sake of quality, they called on the teams of journalists Email Data from a press group. This group in fact offers white label article writing services: they are written by journalists but signed by profiles with responsibilities for their clients (managers, associates, partners, etc.). In 18 months, the site was positioned on 711 keywords. That is to say that the different articles published (the site has 440 pages) appear in the Google results pages on 711 different queries. I don't know if it's good or bad, I don't know what the numerical objectives were. What surprises me is that this site, developed by a financial organization, comes up on queries related to food, holding companies, a patron, pearls, cinema, vegetable gardens, the media, publishing, to real estate, insurance.



Works of art, energy transition… When we dig a little deeper and look at the sites that stand out the most on the same queries (therefore the main competitors in SEO), we don't find any financial sites but sites linked to pearls, art or collectors . Some articles are referenced on… 1, or even 0 keywords. This is absolutely not a quality problem. I have read several of their articles, they are of excellent quality. They would have had their place in major dailies or weeklies. But, journalistic writing is not writing for SEO. The problem is that apart from company employees and customers who can be informed of the articles by email or subscription, none of these articles meet the objectives of the marketing and communication teams, namely to generate new contacts.