Every day on the web, more than 90 million blog posts are published . So if you want to stand out, it is essential to adopt good practices so that your blog becomes a real visibility tool. Unfortunately, when it comes to writing the perfect blog post , there really isn't a magic wand. However, if you are inventive and follow our advice, you will soon become a real expert in web writing.
Creating an editorial line will facilitate the work of creating and writing the content of your professional blog.
Writing a good blog post , both impactful and fascinating, is first of all taking the time to work well on your subject. The latter must be both captivating and based on solid sources. Remember that the articles you write reflect your know-how, your expertise and your professionalism. Increasing traffic to your blog online is important, generating a qualified audience is even more so.
You need to stop writing for Google , writing to get to position 0, writing articles to be on the front page. It doesn't work and it's even counterproductive. The only result you will get is an article that looks like all the others, which will be lost in a mass of stereotypical content that no one wants to read anymore. Your only obligation is to treat the subject in depth so that it responds to the web request of Internet users.
Creating an editorial line and a publication schedule will facilitate editorial work and the continuity of topics for readers.
Now that this basic principle is in place, discover some techniques and tips for writing a quality blog post that will be read and shared by your community.
The title of your blog post is an essential element in web writing. Indeed, it is he and he alone who will push the Internet user to click on your content and not that of another. The title of your article should be as catchy as possible without being catchy .
Thus, your title must be both:
- Visible : placed at the top of your article and perfectly identifiable.
- Concise : it must be short and clearly define what you are going to talk about.
- Storytelle : it must invite readers to read and make the Internet user want to know more.
- Referenced : your title must contain keywords that will help search engines index your article.
The art of writing the ideal blog title is not limited to storytelling. It must of course not contain any spelling mistakes, but it must also follow these few basic rules:
- It must be short (maximum 550 pixels or about 70 characters) to be displayed in full in the SERPs;
- It must include at least one of your keywords;
- Your title should accurately reflect the content of your article;
- It is written without any fault;
- It must be catchy to push the click;
- Your title must of course be unique (used only once on your website);
- Finally, it is sufficiently detailed for the Internet user to immediately understand the subject.
Reading a blog post is almost like buying an apartment. Everything happens in the first 30 seconds . It is from the introduction of your article that you will shoe your readers, put them in suspense, make them want to go further to take them to the end of your subject. Capturing your reader by writing powerful introductions is essential in a content marketing strategy.
The first basic rule for writing a good introduction is to always write it last, once your article is finalized, structured, organized. This introduction takes up the main elements of the article: it announces your subject, it is brief, it goes straight to the point!
You can classically use the good old technique of 5W: Who? What ? Where ? When ? Why ? But there are many other techniques for writing a catchy and original title:
- Use the inverted pyramid : the introduction and the first paragraph should reveal the essential information contained in your article;
- Handle storytelling like no other : imagine your introduction as a story that you are going to tell people;
- Surprise your readership : start your subject with an anecdote, a witticism, a bit of humour;
- Give shocking information in the first lines: a highlight, a statistic, a figure, a quote, etc.
Now that you're sure you've convinced your readers to read your blog post, let's get down to business. Discover our tips for structuring and writing the content of your article.
A good blog post is a post that is read to the end. And to be read, it must be perfectly written. But on the web, the writing rules are totally different from those of the paper press or the book.
Never forget that your article is going to be viewed on a computer screen, on an iPad or on a telephone. And it's no secret if we tell you that on screen, we don't read at all in the same way as in a book or a newspaper .
Internet users tend to pick up the information that interests them. Often, they want to find the answer to their question immediately and they don't necessarily have the time to stay in front of their screen for an hour, as they would with a good book.
So here are some basic copywriting tips for creating effective and successful web content :
- Structure your article in several paragraphs and subsections;
- Use headings and headings;
- Never use other people's content;
- Use short sentences (one sentence = one idea);
- Use a direct style and concise vocabulary;
- Always adapt the tone of the article to your readers, to your target;
- Forget the scientific , legal or commercial jargon, remember to popularize your words as much as possible.
- Always be creative.
Thanks to techniques from Eye Tracking, some scientists have been able to highlight the reading habits of Internet users. This is how in 2006, Jakob Nielsen managed to model reading in F.
When an Internet user consults an article or a web page, he will generally scan the entire content, focusing more on the titles and the beginning of the paragraphs. It then tends to scroll, then start again with each game.
It is for this reason that your blog posts should contain lots of subsections punctuated with headings, subheadings, and bulleted lists that will catch the eye of readers.
And natural referencing in all this? A good blog article is an article whose SEO is perfectly in place and above all which is not noticed. You may not know it, but text optimization is an art that does not only consist of including these famous keywords that will seduce Google. So here are some wise and practical tips for integrating SEO into your blog posts.
If you use a blog hosted on the most used CMS, do not hesitate to follow our advice and the different stages of SEO optimization for a wordpress site.
Today, generic keywords have become so competitive that it is very complicated to position yourself well on this type of request. To circumvent this competition problem, it is recommended to work on key expressions or long tail keywords .
Let's take an example :
- Generic word : blog (11,730,000,000 results)
- Key phrase : blog post (4,720,000,000 results)
- Long-tail query : write a blog post (79,600,000 results)
You vote that the number of results for the generic keyword is almost 150 times higher than that of the long-tail query. It will therefore naturally be much easier to position yourself on the latter than on an overly general expression.
The H1 to H6 heading tags allow you to organize your titles in order of importance. Let's start with the H1 tag, which by default corresponds to the main title of your article. It must be used only once and absolutely contain your key word or phrase.
Next, you'll use H2 tags for your paragraph titles. You can also organize your paragraphs into subsections, using an H3 tag. Finally, you are going to prioritize the information even more finely, possibly by adding the H4, H5 or H6 tags.
In natural referencing today, it is very important to work on the semantics and the lexical field of your subject . To be able to offer increasingly qualitative content to its readers, Google is able to recognize the entire lexical field, as well as the synonyms relating to a keyword or a subject.
It may therefore be interesting, rather than practicing what is called keyword stuffing (keyword stuffing), to take an interest in the semantic optimization of web content . All you have to do is do a Google search around the semantic field of your subject or use the various online tools available: YourTextGuru, 1.fr, etc.
The great debate over the ideal length of the blog article has not yet finished flowing ink. If currently, the trend is clearly in the long format (between 1500 and 3000 words) which seems to perform better than the other types of content, you must always think about your articles in terms of audience and medium.
Indeed, if your audience is young and 100% mobile, it will not consume the same type of content as an audience of 30-40 years old who consults your blog on a computer.
In addition, if your article deals with a news or a simple subject that does not require long explanations, there is no need to write a very long blog article. The risk in this case would be to lose the interest of the reader who would quickly leave the page and increase the bounce rate of it.
Finally, here is one last thing to remember. At a time when visual search has taken on unprecedented proportions, don't forget to optimize your image content for SEO to boost your articles in the SERPs. Remember to rename your files and fill in the description and the alt tag of the image , including your keywords if possible. If you do not have the possibility to create your own illustrations, you can obtain images from the most famous image banks.
And there you have it, you now have all the cards in hand to write absolutely irresistible and SEO-optimized articles . All you have to do is get to work to make your website a content machine that will both attract a new audience and retain your readers.
Over time, this content will need to be updated in order to remain interesting for readers and retain their SEO powers.
Using video in its content brings added value to the reader. Media in general and video in particular make it possible to complete the usual textual editorial strategy and capture the attention of visitors with more playful video formats.
Writing evergreen content means writing informative texts whose information is not outdated over time. Unlike news articles that have a limited interest and become irrelevant, evergreen content stands the test of time and remains relevant for a long period of time. They are important to maintain a sustainable content strategy over time.
The readability and quality of your publications are important for the reader and your brand image. Do not hesitate to use spell checkers to check if errors have not slipped into your publications and to correct errors that have escaped your vigilance.