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Writing for the internet is not the same as doing so for print media; paper caters to a more relaxed reading, whereas a screen leads to a much more fast-paced consumption.

So, for instance, long paragraphs do not pose a problem within a printed publication, but the rule of thumb for internet articles is to write briefly. Short sentences are gold.

Obviously, with both media the story has to be very well researched and written in an attractive way. Rhythm. Punch. Capow!, and at the end of the day the prize; to sell newspapers, or on the Web, to get page visits.

In both worlds, paper and cyberspace, we want to be visible. Just as printed headlines aim to provoke interest and attract people’s eyes at the newsstand, so, on the internet, headlines are designed to be found and to generate clicks; the clicks of the mouse.

Internet visibility

The Internet has both multiplied the possibility of being seen, and at the same time increased the chances of getting lost.

People are creating new forms of information and reporting. They are in front of their screens googling and recounting their lives on Facebook.. They are on Twitter or updating blogs, checking e-mails and maybe uploading their own productions to YouTube.. They are everywhere.

If we are not among their normal list of visited sites they will simply not see us, and if they do find us, it can only be through a search engine like Google or via the many social networks that have been created in recent years.

How to be visible in this universe?

Editors in mainstream media are scratching their heads over this very question and earmarking exclusive budgets to explore potential strategies.

One factor is the use of “keywords”; the terms that people enter in the search box of major search engines like Google, Yahoo or Bing, to find the information they need.

Content is King

The resulting list of links on the search engine screen depends on which words the user typed in.

How can one identify which words are most likely to be entered and can connect up with the stories that we write? And how can one write a story using exactly those terms?

The challenge is complex and it is undertaken both by Internet publishers and developers.

This is what many call “writing for Google”, or writing with “keywords”.

There are ways of finding common keywords, but the risk is to abuse the concept in order to increase traffic to our site. Taking some “keywords” and putting them in the headline and first paragraphs, without rhyme or reason, is an absolute waste of time.

It is essential that the content is written clearly and accurately, and that you ensure that the context remains highly interactive and conversational.

Basic Tips:

• Writing for people. We have take Google’s algorithms into account when we compose our piece, nevertheless we should always put people first. In other words, it is better to write with natural flow and integrate the “keywords” that we have identified, without straying from a good style.
• Building authority. It is crucial that we produce good quality content, so that others will want to bookmark our story or link to it from their websites. This is how Google measures the authority of a site. The most effective way of ensuring that others want to link to a page is to create content that people enjoy.
• Join the conversation. It is critically important to join the explosion of social networks in which literally millions are now involved. We have to dive in, bringing our unique skills to the mêlée that is the ever-changing dialogue of the web.

Do you find this story helpful? Do you agree with the approach? What do you think of the idea of writing for search engines? We invite you to participate in this space using the following form.

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