▷ When web writing is about knowing… counting! 2020 -

With a provocative title or a very attractive illustration, some, piqued by curiosity, will rush to discover your article. But here I’m going to show you thatwrite for the web is also based on a mastery of arithmetic and statistics. The web editor then appears as the solution of equations to multiple unknowns …

Writing effectively, learning the keyword table

It all starts with the definition of objectives of the web editor. It can be to attract new prospects on the site concerned or to increase the interest (and therefore the time spent) of the visitor by proposing well written texts and by offering a work of referencing correctly carried out. The web editor will be able to show his talent certainly, but above all he must understand and use wisely all the data on the keywords. What good is it to write perfect SEO text if the chosen keyword does not match the Webmaster’s expectations!

For example, you sell colorful t-shirts, made by a one-legged, color blind Yeti. Unique and original creations therefore. The web editor, he wrote you a superb text on “how to find cheap t-shirts?” “.

In this case, he must make his ranges and master perfectly the use of Google tools or even another program. Concretely, it is better not to be trapped by the large number of monthly searches carried out on this or that expression, to analyze at a glance the competition on a keyword, to precisely define the long train most relevant to a search … Like what to write starts with juggling with numbers that you have to be able to decipher.

Quality web writing, statistics at your fingertips

Your web editor has passed the first step with flying colors and you have a perfectly written text related to your keywords. In the specifications that you took the time to give to your editor (if you have not done so, there is always time to stick to it), you have set a goal to achieve: generate lead, transform the site, share it on social networks … But whatever the purpose, it is precisely measured.

Here, the writer will have to show talent (it’s good to have it), common sense (it’s better to have it) and rigor (it is essential). It is a good thing to interest the reader, but it still has to translate into action. The editorial staff should encourage action.

To use our previous example, your writer blew up the visit counters, because he wrote a superb text on the life of the one-legged and color-blind Yeti. Readers are passionate about discovering the daily life of this unique being. The expressions used (“yeti t-shirt”, “original t-shirt” …) are skilfully used and yet, no reader dares to become a customer.

Why ? The text does not strictly invite to take action, but more encourages to return regularly to follow the adventures of this creator from the end of the world. The web editor therefore worked without looking at the statistics related to the transformation. In other words, the client’s reinsurance increases the act of purchase by XX%, the conjugation of verbs in the present tends to encourage action.

These statistics are not learned in books or on CWT Advertising sites, but are experienced on a daily basis. A small sentence changed and the transformation rate skyrockets, a few lines (or a few words) deleted and there is the reader propelled in your conversion tunnel. This is also the job of a good web editor.

We will come back, in a future post, to the other mathematical knowledge that a Web editor must have, but we invite you already to react to this post by giving us your own comments. Because the relevance of an article is also measured not by the quality of the writing, but by the number of comments generated. So, it’s up to you to judge now.