How To Write Content For Online Purposes

by Maise Hunns

You will notice that the internet is full of free information and within the millions of sites that provide this; your content can be lost in the multitude of options.

To make your content stand out, it needs to have a presence online. The best thing for this is high-quality content that people actually want to consume, as well as using writing techniques to help people find the copy.

Every time you publish a piece of writing on your blog or website, it is another way for people to find you. Therefore, it is imperative to ensure that the piece of content serves a purpose and gives the audience something.

If people find you through your content and enjoy reading, they are more likely to stay on your site and even sign up to newsletters using their email. This gives you access to communicate to them whatever it is you are providing, whether that is a service, a product, writing or anything else.

The biggest challenge currently faced by writers that are used to writing for print-based media is Search Engine Optimisation, otherwise known as SEO marketing. Writing content for online purposes is not just about appealing to people it is also about writing for search algorithms so that people can find your content.

So, how do you create content that ranks well with Google and also interests and consumes people? Here are some helpful tips and advice to get you on your way to converting print-based media writing to online optimised writing.

Start with a keyword

Keyword research is really important for online writing. They help the content rank well and you are likely to get more organic traffic to your site or blog this way.

Find out the most commonly searched keywords used to search whatever it is you are providing or promoting and use these words at the beginning of your posts, or within the first 50-100 words.

Don’t overdo it

Although keywords are extremely important, if you keyword stuff your copy you will negatively impact the readability of your content.

Readers can see this a mile off and it will cause them to click and then leave your site or blog very quickly, giving you a higher bounce rate. A high bounce rate means search engines will lower your rankings.

Hyperlink to your sources

If you reference any other sites content, always make a hyperlink in the content back to that site. You would want the other site to link back to yours if they referenced your content, so it is just internet etiquette.

It can also help you to gain more backlinks back to your site. The sites you reference will see your effort and may thank you with a reciprocal link or quote- and the more backlinks you have the higher your rankings.

Make the reader happy

This is the same as writing content for print as well as online, but the difficulty is with online content you have to do it along with all the other aspects mentioned in this article. However important SEO and optimisation are, the interest of the reader should never be forgotten.

Tap into the reader’s emotions; use all the techniques you would with print writing. To help stop you from focusing everything on SEO, ask yourself at the end of every piece of writing- What is good about this copy? Does it provide the correct message? Have I taken a new and interesting angle?

Chop it up

Attention spans online are a considerable amount shorter than they are in a book club or tabloid read. Your paragraphs need to bear this in mind, so keep it short.

Five line paragraphs are good, three line paragraphs are even better; you can even let single sentences fly solo in online content. So don’t worry if an idea doesn’t seem complete before hitting that enter key!


Bio: Maise Hunns is a Journalism student, with a passion for travel, reading and writing. She is happiest when she is in her garden, living out of a backpack or has her head in a good book.

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