In our day to day in the online marketing agency we deal with clients from various sectors with different interests, objectives and needs in the online world.
In some cases, we propose to those clients that they themselves write the content for their corporate blog or the news section of their website, given the knowledge they have about their niche.
And that's where we have to explain how to write and write texts for the web. This way we make sure that the time spent in writing is not a piece of paper.
The first thing to know is that when we write content to publish on the website of our company or business, we have to take into account two things:
✅ On the one hand, we want users who come to our virtual home to stay and read and find out what we offer. I mean, we write for people.
✅ On the other, we want search engines, Google in particular, to recognize the content of our texts so that it can offer it to users when they search the web. And we want our content to be at the top of the search results to have more options for them to click on our link. Therefore, we also write for Google.
How to write texts for people
Today most users use mobile devices (phones, tablets) to surf the internet. And the usual thing is that we do not always read the content from page to page , unless they get hooked or the interest in it is very high at that time.
What we usually do is scan the contents with our eyes. We cannot forget that when reading on small screens, the reading speed is slower and the attention is dispersed.
This makes it necessary to format the texts to guide and facilitate reading for the user. So we can also direct it to where we want, if the text has a clear and specific objective. This usually occurs on landing pages such as pages for registering for a newsletter or pages intended to convert a visit into a customer (sale).
Long paragraphs are scary. Write better, short paragraphs, 2 or 3 lines; they are easier to understand. For the web it is enough.
Highlight the main idea in bold (a word or two is enough). It will direct the attention of the reader, who will know what that part of the content they are consuming is about. This will also serve for Google. Although it is not essential to do it in all paragraphs.
If everything is highlighted, nothing will really stand out.
Use subtitles of different levels. It will serve as an outline that will visually guide the user about what comes next.
Check the spelling and writing of the texts. Explanations at this point are superfluous. Just add that Google also takes it into account.
Write the texts thinking of your audience. Imagine a person and write for him or her. In this way you will be natural in the writing of the text, treat it of the subject it deals with. This will bring you closer to the reader. It will be easier to hook it.
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How to write texts for Google
Search engines in general, and Google specifically, track website urls. Based on different parameters, they know what is being dealt with in that url.
Each of the urls on our website must be optimized to position a keyword or group of words of interest for our business and activity sector.
When it comes to a website, this is previous work that must be done to be clear about what keyword we want to position, what url it will take, what will be the title H1, the subtitles H2, H3, H4 ...
What I am going to explain next is useful for each of these static pages, to say the least, and for new publications in the News section of our website or on the Corporate Blog.
Google has to know what that url is about and we have to indicate that not only in the text, but also in the url itself, in the titles and throughout the content. Search engines read the html tags that format the text (titles, subtitles, bold, ...) and keep that content.
The keyword (or group of words) must appear:
✔ In the url.
✔ In the text title = H1 tag.
✔ In the first paragraph of the text.
✔ In some of the subtitles of the text (if applicable, it should not be fitted in an unnatural way) = H2, H3, H4 tags and so on. This order must be maintained and, unless the text is very long, most of the time it will not be necessary to go beyond H3.
✔ Throughout the text in different positions. It is not convenient to spend placing it right and left without rhyme or reason.
✔ It is important to use synonyms.
✔ Highlights in bold the most pointed, keywords and synonyms.
✔ In the meta description of the text (it is a brief description that, although it does not position itself, it does appear in the search results and is essential to hook the user).
The logical and natural thing is that if you write a text on a certain topic, you do it without thinking about Google so that the reading of it is fresh and light.
However, it does not hurt to know how Google reads the text content of a website so that when you finish writing it, you review it and tweak it a little if necessary. After all, we want to be in the organic search results, right?
Finally, a tip. If ever, when you are writing a text for the web, you have doubts between the user or Google, choose the user. Without a doubt.
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