Geniezweb is a marketing Agency. It has been working in the market for many years. Creating website content is probably one of the most important steps in redesigning or building a website, but choosing what to write for your website also affects your overall design, from defining your SEO strategy and construction of its architecture for the creation and optimization of SEO pages. from your website.
Content is the Most Important Element of a Website
According to Geniezweb, people often think that website content can be reduced to a few images and a short hook to attract visitors to your website, but this is incorrect. However, the only thing that determines how well a website ranks in the results pages is the algorithm of the search engine that crawls the website.
So, you need to choose an editorial content strategy for each page of your site (text and media), then create and optimize it for natural navigation. It is under these conditions that your website can achieve its visibility and conversion goals.
Choose what you want to Create on your Website
The selection of pages you create is important and essential to your marketing strategy, with the aim of highlighting your experience, your authority in your field of activity and the level of trust we can place in you. So, it’s natural to find an “About” page, an introduction to a service or product, or a testimonial page that provides visitors with all this information on most professional websites.
To stand a chance of being seen, the content on each page of your website must respond to a clear search intent by providing a specific answer to an Internet user’s search. This marketing rule is so simple that it may seem obvious at first glance. With that said, there are two important things to consider when thinking about building your site’s structure and creating your content.
On the other hand, each type of customer can search for specific information, offers or services on your website. Answers to Internet users’ searches, on the other hand, are not just the topic of the page itself, but are also reliably supported by surrounding web content that is relatively independent of the answers the site provides.
Target the Different Types of Visitors Expected on your Website
A fairly common way to try to figure out the intent of various website visitors is to identify them by creating stylized likenesses. These portraits are called characters. The goal here is to define typical prospects with different psychological or physical characteristics to make it easier to understand their needs, searches, and how search engines formulate them.
Another approach to identifying target customer research involves brainstorming among co-workers, peers, or other professionals who can share their expertise. This collective reflection is based on the fact that everyone has their own opinion about her profession. Sharing feedback in this way can often spark ideas for creating web content designed to meet visitor expectations and identify the most likely entry points to a website.
Keywords Searched by Internet Users
Google Suggest is a tool based on the auto-completion of the search field filled in by the Internet user. As they type, Google offers internet users suggestions that it calls semi-automatic input predictions based on the most frequent searches.
The Google Keyword Planner tool provides a list of keywords combined with query ideas. If an early version of the tool allows you to obtain search volume rankings on Google, you will need to save your bank details and start an auction campaign to access more accurate results.
Some tools like keywordtool.io offer rich results linked to Google Suggest, but you’ll need to sign up to take full advantage of the options the tool offers.
Finally, paid tools like SEMRush, AHRef, Ubersuggest, Yooda or keywordtool.io (in pro version) finally allow you to get good results from the monthly queries made on search engines, but it will cost you, depending on the tool and the rate. chosen plan, between €50 and €150 per month to be able to use them.
Analyze Competitor Websites
Scouting the sites of a business sector is still a great way to test the state of the market and identify the SEO and editorial positioning of your competitors. Of course, this now almost inevitable method is time consuming and you will likely need to analyze a large number of websites before you can establish a relevant keyword list to match your potential customers’ expectations and searches.
The procedure for browsing competing sites could be described as follows:
- List website pages.
- Retrieve the metadata of each web page.
- Analyze the titles and headers of the page or article.
- Identify primary and secondary keywords and their frequency of use in the text.
- You can use a browser extension like SEO Quake to help with this analysis.
- Create the editorial structure of the website.
The tree structure of a website can be created on the basis of search expressions (or keywords) identified in the manner described above. The idea here is to offer, for each page of the site, a unique answer to a main search (a keyword) by writing structured web content optimized for natural reference.
Designing Home Page
The home page of a website should be conceived as a web showcase for a brand or a professional. It is usually a portal that responds to the site’s main request and points to each top-level internal page.
The main website request that the home page responds to is usually also the most generic. The content of the home page can thus be enriched with secondary queries (keywords), and will serve to direct the visitor to the pages that respond to more specific searches.
Designing a Blog on the Internet
An internal blog is part of a website’s marketing and digital strategy. The newsfeed will allow you to write content that targets a set of subqueries of your main keywords (these keywords correspond to what is called the long tail) or so-called hot queries, relating to news or major news trends. Once again, the quality content of the articles will encourage qualified traffic and the engagement of Internet users, creating a climate of trust favorable to conversion on the site.
Finally, the internal blog should also be structured so as to overlap as little as possible with articles related to topics or requests that are too distant, in order to preserve the semantic quality of the conversion tunnels on the website.
Editing Website Content
Once the tree structure of the site has been defined, it will be necessary to move on to the content writing phase. Web writing is an exercise on its own that requires following a certain number of rules whose purpose is to allow visitors to quickly understand the information they will find on the site. These web writing rules will also help search engines index and rank your page in their search results.
A web document should offer a single main title that reflects the theme of the page. If the presence of multiple level 1 titles is not prohibitive for W3C validation, it is still recommended to integrate only one per HTML document. A main title should describe the topic and content of a web page.
Sections of a web page start with a Level 2 heading and include one or more paragraphs. Web sections can include a single level of content or offer lower-level subsections starting with 3, 4, or 5 level headings.
However, be careful to maintain a linear hierarchy of titles on the page. It is out of the question, for example, to directly create a subsection starting with a level 4 interleading without going through a level 3 subheading. This web content structure will allow, for each section or sub-topic addressed within the HTML document, to offer contents ranging from more general information to more specific ones.
Finally, we can leverage this organization to respond, across the page, to previously identified search intent and ranked by primary keyword and secondary queries.
Titles and Headings
As we have just seen, the heading levels of a web document range from 1 to 6, the latter being the least used on the page. The main title is always level 1 and its integration through an irrelevant tag would penalize the SEO and the positioning of the page on Google.
If CMS (content management systems) such as WordPress or Joomla have automatic bookmarking of articles that include a main title in the document header, the widespread use of page builders often leads to errors in the layout of the site’s document pages web.
The captions of a web page will then be integrated using titles from level 2 to 6 and a descending hierarchy of titles will be respected to organize the content of the page.
Images and videos embedded in a web page or article must not be devoid of editorial content. Alternative texts, titles, subtitles and other peripheral content will provide meaning and semantic context to the media and can contribute to the overall optimization of the page.