THE 8 COMMANDMENTS OF A GOOD WEB EDITOR
Being a good web writer is not something you can improvise! Indeed, it must meet specific rules. In principle, although the job of web writers is highly sought after, you should know that it is a bit complex. Generally speaking, it involves writing for users, offering them new, relevant, dynamic, clear and well-organized content.
However, whether it is for your blog article or your website, you have to forget the usual reflexes, because it is not only a question of writing a convincing content, but especially an article that meets the requirements of the indexing robots of search engines.
Below are the 8 commandments of a good web writer:
1. Get to know your audience
To get closer to the desired target, it is strongly recommended to get to know your audience. Did you know that a content that performs well on Google or other search engines is the one that best answers the users' request? To this end, it is therefore essential, even before writing anything, to understand who the article is intended for.
To do this, answer the following questions:
- What exactly does the target expect?
- How important is your site to him? What will she do with it?
- What are the queries they use to come to your page?
- What devices does she use to navigate? Smartphone, tablet, etc?
It should be noted that determining the audience is the basis of any successful content marketing strategy. Thus, the web editor can use terms or vocabulary adapted to his persona. Many tools such as Google Analytics allow you to easily know the profile of your users.
2. Apply the editorial rule 5W + 2H + G
This may surprise you, but don't worry, it's not about the math!
Actually, the 5 W formula is a rule invented by Harold Lasswell, and can be completed by the 2 H's to efficiently structure the arguments of your content and make it effective.
In fact, the 5Ws are the 5 main questions to ask yourself and that allow the web writer to cover all the essential points in his article. These questions are:
- Who? or who?
- What ? or what ?
- Why ? or why ?
- When ?
- Where ?
By adding the 2H, especially the "How and How many", your article will be able to complete the logical base, allowing the internet user to receive and understand the information given through the content.
As for the G, it corresponds to Google, because here, the objective is to position the article in the search engine results. You should therefore choose the relevant keywords to use.
If you answer the 5Ws + 2Hs + Gs, you will be able to structure your message well and establish an effective plan for your natural referencing.
3. Implement the inverted pyramid system
In addition to the rule mentioned above, a web writer must also respect the inverted pyramid system. Basically, the technique consists of processing information according to their degree of importance to the audience, namely from the most generic to the most specific. This helps an audience in a hurry to find the information they are looking for clearly and quickly. This way, you not only capture your target instantly, but you also limit the bounce rate.
In web writing, it is necessary to classify your ideas, starting with the most important to structure the article.
Practically, it is necessary that :
- The title and the caption answer the question your target is asking. Note that the title plays a key role in web writing, so it requires a thorough study. In other words, it must contain information with high value and already bring added value to the audience. The goal is to attract their attention and arouse their curiosity.
- The beginning of each sub-section should include essential information
- Then, secondary information as well as possible deepenings follow in a second time.
4. Follow the editorial line
The editorial line is one of the essential working tools for web editors. Indeed, it determines the course to follow for all content to be produced on the site. It ensures consistency between the different articles, which in turn reassures the target.
In fact, without an editorial line, content that is poorly or badly marked will drive away many of your audience. On the other hand, it is easy to convince your audience if you produce a fluid and constant content, whatever the article you propose.
In general, the editorial line to follow to produce content is defined and listed in the editorial charter which is mainly communicated by the project manager.