Can you write for the internet?

A must read for digital editors.

After working with several different writers and a wide range of subjects, I realized that despite consistently write for websites and blogs, most still have many questions about:

• how to adapt the text of the internet
• how to organize the information within the page
• how to arouse curiosity
• Optimizing for Google

Seeking to clarify some key points and most frequent questions I decided to write about it.

I hope it is useful to you that you want to write on the Internet. And if I stopped talking about some point, please leave your question or comment, I’ll updating the text, on demand.

What must have a well-written text?

Well, to know that you need to define the purpose and audience of your text.

Basically, it can be said that a good text is one that:

• manages to capture the attention of your target audience and
• transmit information efficiently.

Some people read the beauty of textual construction. Other people want to be informed. Others seek entertainment.

1) What is  your audience? You know how to talk to her?

We recommend that you draw very well persona target on your website or blog first of all. It’s a very strategic and detailed work that will serve to guide all its contents and ensure they are targeted to the right audience.

If you want to know more thoroughly how to build your persona, very worth reading the post on how to craft personas .

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The audience of internet

Although the Internet is frequented by a multitude of people with different interests, there are some behavioral patterns that are common to most of the audience:

2) Leave sense of hurry:

Prove the reader that is worth reading before he quit running your page.

The online public search information quickly and easily. Usually he read an online text after being impacted by a posting on a social network that caused her curiosity, or to search the Google information about any question.

In both cases, the reader has not yet sure if, after clicking on the chosen link, it will find exactly what he wants to know, and it is his duty to prove, at first glance, the click it worth it. And do it fast, before he escapes! But how?

Go straight to the point

Indicate the beginning of topics and paragraphs about what you will speak in that stretch. Your reader will not have time or patience to be looking for information, remember this, and enter the information right where you can hit the eye and think, that’s what I want to read!

Stop talking what the reader already knows!

Do not run the risk of leaving your page visitors think you made a geralzão text. Show him your differential!

Tell him something strange, something he did not know, something that makes him want to read more and more.

To do this, avoid generalized information, or common sense, those things that everyone already knows: “Today, with the advent of the Internet”; “Currently the technology is increasingly present”; “In today’s globalized world”; etc.

This type of information will transmit a sense of superficiality for their most attentive readers and, for the less attentive, do not add anything new and exciting – on the contrary, will probably pollute the text, tiring the reader before he can actually find what interests you and is relevant.

Conclusion: do not hide your valuable information in the middle of sentences to fill sausage.

Advisory reading:

Do not let your reader looking for the information. Show logo to it where every subject!

Have you noticed that our reading on the Internet occurs differently from that of a book? It is as if we are referring to something all the time: first see the titles and subtitles within the page, all sessions, images, to decide if we really want to see the text, or even what part of the text we read.

Knowing this, the information within the page should be well organized to tell the reader about what each section of the text will speak. This is much simpler than you think.

Try to put yourself in your user: let’s assume you are looking for “how to interpret food labels for those who are diabetic.”

You search it on Google and find a series of pages that talk about “diabetes”, others talk about “interpreting labels” and need to go into each one to find out if any of them has the combined information.

Now imagine yourself entering a page with plain text, with no threads, no highlights, no subtitles, no pictures, only text and more text.

You will have to give it a read over throughout the text if you want to really know if it has the information you are seeking. Probably after less than a minute you’ve given up looking, abandoned the site, and went to the next result displayed on the Google search.

This time, you come across an entire page divided into topics you realize that the first topics talk about what diabetes is, how to diagnose what types etc.

But you have no interest in reading about diabetes, because what you want is more specific and refers to “how to interpret food labels for those who are diabetic.”

What do you do? You jump to read all these topics that do not interest you and begins to seek topics with titles related to the word “label” or perhaps “food for diabetics” or “products for diabetics”, terms that indicate that snippet of text exists a chance for you to find the information you need.

Then, when writing for the internet, put yourself always in place of your reader:

• What can he be looking for?

• What topics would find it interesting?

• All he needs to know is right in organizadinho topics?

• Is there any relevant information that ended up hidden in the middle of a textão?

Help your readers to find the answer you are looking for and, also important, do not be sad if he does not read its entire text. The truth is that perhaps it does not need to read everything, and your goal is that he read what he needs, like a lot, and he does not read a whole text from end to end.

The roles of images for online content

Have you ever stopped to think that the images are not just to adorn the page? They also play important roles in helping the visitor to:

• better understand the content
• Find the best looking
• Feel more attracted to the content
• Feel that the page is lighter and harmonious
• Consuming the synthesized form content

For these and other reasons, be sure to plan well the use of images within your page. If you want more information about, you can read our content on the role of images in web pages.

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How to know if people are enjoying your content?

There are different metrics that can help answer that question. The most popular is the time spent on page content in question. After all, the more the reader like the content, the more time it will devote to reading.

Other forms are: track the number of shares on social networks; monitor the content of ratings, if your page has a system of assessments;

3) SEO: Let Google read your text!

Just so you have a chance to appear in search results

If you are online editor, you certainly want your content to be found and listed by Google. 

What marketers in terms means making a SEO work .

But how?

First, let’s review Google’s mission as an organization, which is ” to organize the world’s information and make it universally accessible and useful.”

She is very committed to making this happen and, indeed, has been improving with each update to its algorithm.

But after all, what this mission means? Means that produce valuable content and to enable the Google organize it, find it and make it accessible and useful to the world is important if we want to get better results in your search engine.

Calm, it seems simple but has a lot of information in this mission that remains overlooked by many websites and blogs today.

Do not make the same mistake! Let’s unravel this mission and list the findings of most practical way:

• Organization: structure your text in order to help the user find the information within the page. Use headings and subheadings representing well your text and the contents of each section of it. Check the main title as h1, h2 and subtitles as.
• Utility: write valuable texts for your persona. Do not be the obvious. If your text has real value, more people engajarão with your page, share, and more people will have access. Google is watching all this, and will want to show your content more often in searches, so that more people have access to a page so useful. So let the persona of on your website, find what you sought, and consume interesting content: enriched with images and videos whenever possible.
• Accessibility: Help Google find your page: Again, choose securities representing for each session; choose a URL that represents very well the content of your page; insert alts, titles and descriptions in your images to let him know what they depict; choice meta titles that allow the persona know what you find when you click; enjoy the descriptions aim to show what is most interesting and useful on the landing page; insert links that help the user to find additional information on other pages and sites.

How to know your performance on Google?

Analyze how many people are coming from direct organic Google for your page, that is, having your content as landing page.

You can draw a parallel with other content to see if this page in particular is performing better or worse than average.

Use Google Webmaster Tools to find out how your page impressions are having in Google results, and how many people are clicking on the result. If your click through rate is low, you may have to redo the meta data, inserting titles and descriptions more attractive to appear on Google and encourage the click.

If you want to read more about performance indicators, visit our page on KPIs .

Join the discussion by posting your tips in the comments below.

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