Web writing

Web writing SEO

Combining web writing and SEO

Writing an article on the web, in a diary, on a brochure or even in a book is full of specificities proper to the reader's consultation 'channel'. Indeed, the experience of the reader is not the same whether they read on a screen 17'', on a newspaper or on a pocket-sized book. The constraints being not the same, the author must then adapt their texts and style to the publication medium.

The point of this article is not to talk about the web writing specificities but rather to offer advice on how to combine web writing and SEO. Beyond these writing techniques, we have to admit that in front of the importance of SEO,not only writers must offer a pleasant text to the reader but also a text likely to rank well on the SERPs.


Mono thematic of the articles

As part of a great SEO strategy, it is better to focus on one thematic per page. Indeed, not only does each page benefit from only one TITLE but we have to admit that the fact of covering many topics tremendously complicate the analysis task of the search engines.

Furthermore, dedicating at least one page per topic allows you to index and rank a larger number of pages. Of course, search engines have evolved a lot on this point in recent years.


Density score and SEO

Here comes one of the biggest SEO's myths. First of all, let's define the term 'density'. The density represents the proportion of appearance of a given term within a text. Thus, the more the term is repeated, the higher its density will be.

Let's have in mind that the search engines are looking for relevance. Why would a web page with a 5.52% density score on a given term be more relevant than another page with an 8.34% density score?

Obviously, the least optimization is that the key phrases you target appear in your content. It might sound obvious but it seems to me that it is necessary to remind it 🙂

I don't think there is a precise density score likely to bring a ranking bonus. I can only hope that the search engines we know, those that invest more than a billion dollars a year in Research and Development have long since passed this stage.

I would recommend you more to make your targeted keywords appear in precise and strategic locations within your texts, such as the title and some subtitles, or in some links.

If, while reading a text, you start noticing some unpleasant repetitions, you have really crossed a line.


The density score used to counter the spam

I would go even further and say that too high density score may actually penalize you. It would not be out of the ordinary for search engines to have one or more average density scores scales elaborated through the analysis of all indexed websites.

Exceeding threshold values could then trigger negative signals...


Architecture of the content

A good text must be structured. To do so, not only you have to provide titles, subtitles, bold or highlighted within the multiple paragraphs ,but also to implement a consistent semantic markup  in regard to the structure of the content.


The true semantic

Linguistic, semantic and lexical analysis? All these terms remind you of bitter English or French classes memories? In my opinion, a SEO optimized text must be rich. It should be full of synonyms, comparisons, substantives or adjectives.

Go through the lexical field of your thematic, focus on the root of your main keywords and boost your content! French is an incredibly rich language. For me, this is an undeniable asset to make the difference with your competitors.

The final objective is, of course, that the search engines have no doubt about the topic of your web page but also to get better positions on a given key phrase.

Finally, this kind of rich content will make you rank on a set of large queries and undeniably touch the long tail.


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