Writer’s Guide for Web Content

Hello!

I am Nicolas BYKOFFMarketing Digital Strategist

Find me on twitter @notoriousbykoff

Context

◎ You read slower on a screen◎ You need to satisfy user and

Search Engines◎ You need to tell a story

Goals

◎ Drive more traffic◎ Be more relevant for you

industry◎ Brand awareness

The process

Find the semantic

field

Build / Write

Publish / Promote / Manage

Semantic Field / Keywords Tools

Google Trends

To find the trends over the years and season per country

Adwords Keyword Planner

Gives the monthly search volume for a term per month

UberSuggest

Helps you to work on the long tail effect. To use with caution

and SEO Matters

◎ Keyword density is no longer valid ◎ Semantic search is the key◎ The title is the most important◎ The user’s behavior is vital◎ Technical implementations are needed

(Hn, external link target _blank etc…)◎ Too much SEO kill SEO

Longtail Concept

You can also split your content

A title <h1>

Images with alternate tag (alt =)

Introduction

Internal or External Links

Subtitles <h2>

Reminder

60 first words are the most important

Rephrase a sentence if it can match another internal content

Stay Short

400 to 600 words is enough.If longer think of adding pagination to your article

Don’t forget the alternate tag (image)

Always dashes in the URL

If not, change and add dashes (-)

The content

◎ Work also the tone and voice◎ Work you title◎ Make sure the content will engage the

reader◎ Ask for advices : What did I miss ? What do

you think ?◎ Short sentences◎ One comma rule◎ Five lines paragraph◎ Put in bold keyword you want to

emphasize

Optimize PDFs

As any web document PDFs

can be optimized :

Title

AuthorSubject

Keywords

And in the “advanced” tab,

You can mention the language

Content Life Cycle

Udpate it Create a new one

● Same URL● Update Title● Update content● Mention in the article

that it has been updated

● Create a new content● URLs redirect on the

former one if necessary to avoid error pages (404)

● Use internal linking

Updating a content is sometimes more relevant that creating a new one.Because you rely on all the content history : user behavior, clicks, navigation path, backlinks etc..

Ressources

◎ 60 free tools for storytellers◎ How to write for the web following 23

rules◎ The 52 types of blog posts that are

proven to work◎ The 5w’s

Place your screenshot here

If you have 20 minutes and know more about storytelling, by Andrew Stanton

(Toy Story, Wall-E etc…)

Thanks!

Any questions?You can find me at @notoriousbykoff

Credits

Special thanks to all the people who made and released these awesome resources for free:◎ Presentation template by

SlidesCarnival◎ Photographs by Unsplash