Keys to Writing for the Internet

You’ve probably heard that “content is king.” Search engines look for original content. People read it, and if your content is good, it can help your website rise towards the top in popularity. So how do you write great content that will capture reader’s attention, provide the information they’re looking for, and improve your search engine ranking?

It used to be that search engine optimization used techniques which conflicted with good writing, like stuffing content with lots of keywords. By following the techniques below, you can write content for your audience that is compelling as well as search engine friendly.

Keep Content Relevant

When writing a blog or article, strive to keep the subject matter related to your business or website, and keep the content relevant to the topic you’re writing about, while letting a little of your personality shine through. Readers are typically looking for specific information and may lose interest if you get too far off topic.

Search engines don’t give credit to duplicate content, so make sure your content is original.

Write Concisely

Concise writing is always beneficial, especially when writing for the internet. Are you saying what you need to say in as few words as possible? Strunk and White’s Elements of Style is a wonderful source of information on tightening up your writing. Get to the point in the first paragraph in order to capture reader’s attention and make it clear what you’re writing about. You can elaborate in following paragraphs.

Consider using bulleted or numbered lists instead of paragraphs. People typically browse and scan the internet, rather than reading lengthy passages. Using descriptive headings is a good way to visually break up and organize your content.

Include Relevant, High Quality Images

A well-chosen image can grab people’s attention, convey a message, and can even enhance search engine optimization. To properly optimize a photo for SEO, use an image editing software and upload the image in an appropriate file size, one that is large enough for viewing but not so large that it slows the load speed.

Choose a descriptive file name, preferably one that uses words you’d like the image to rank well for. You might rename your photo Mt-Shuksan.jpg, replacing DSC_0123.jpg. In optimizing photos, a key and often neglected step is to include descriptive “alt text.” Not only is this text used by screen readers for visually impaired people, but it is also used by search engines to determine what the picture portrays.

Use Keywords Appropriately

You don’t need to stuff keywords into your writing unnaturally, however you do need to include them in key places. This is currently one of the most important aspects of search engine optimization, one that deserves an article of its own.

Proofread Your Work

Grammatical errors, typos, and misspellings leave readers with a poor impression. This can severely damage the goodwill you were working to create. Take the time to go over your work and/or have someone else read through and offer their perspective on your writing.

Call to Action

Writing good content can help bring potential customers to your website and can keep them coming back for more. If it’s appropriate, include a call-to-action at the end of your article or blog, like the one below.

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