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If a user, on the other hand, looks for the top tips on how to avoid sunburn, they’re making an informational query: they look for information on the best ways to protect themselves from the sun.Īnd when a user looks specifically to buy a product or service (often using search terms like ‘buy’, ‘deal’, and ‘sale’), or to complete some other action (like sign up for an email newsletter or setting up a sales call), the search intent is transactional. In general, most search queries are either informational, navigational, or transactional.įor example, searching for a company or brand name in Google usually means that the user already knows about the company and its products, and is merely navigating through the internet to the brand’s landing page. This one’s one of those writing tips that not only help you stay on top of your SEO game, but that also make a lot of sense for the visitor. This means that every piece of web content should answer a question that a visitor types into search engines. The best website content writing provides the reader with tangible and actionable information about the topic at hand. Keep the site visitors’ search intent in mind Do users complain about a poor customer service bot or a confusingly written FAQ page? Make sure to pay extra attention to these types of features, and do it better yourself.
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Pro tip – Look out for the shortcomings of your competitors on review websites. Are the landing page headlines of your competitors’ websites provoking and aggressive, making sure potential customers stop in their tracks? Is it mainstream to have a blog and dominate organic search? The types of long-form content available.Are the landing pages of your competition colorful and fun, or do they focus on dishing out the facts? The kind of web content that’s used on a specific web page.Search engines like Google are a great place to start your research. Maybe you’re an online fashion boutique with a couple of key competitors, or a food blogger wanting to claim the throne from the biggest culinary blog in your area. You should have a good idea of the market overall that you’re operating in, and who you’re up against. So don’t waste your time trying to re-invent the wheel when it comes to your website content – instead, get inspired by what your competitors are doing. We’ll let you in on a secret: there’s no shame in copying with pride, as long as you’re not being a blatant copycat. Conduct competitor research on search engines Use tools like Google Trends and Google Keyword Planner to start your keyword research and understand what’s trending at the moment. Just make sure that you aim for a high-traffic keyword – otherwise, all your online writing efforts are wasted, if nobody actually uses the keyword.
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That’s why is better to target more long-tail, niche keywords.
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This means that your web page and its quality content won’t reach any new site visitors, because a bigger brand is already dominating the search results. Well, the chances are that a very generic short-tail keyword is going to be much harder to rank for. You should aim for so-called long-tail keywords, like ‘best sushi restaurants in Seattle’, rather than opting for a short-tail keyword phrase, like ‘sushi restaurants’. While we’ll dive deeper into SEO later, understanding the types of keywords to include in your content writing is the key to driving quality traffic to your website or blog.īasically, keywords are the words that people write to Google when they are looking for something. Modern content writing focuses on search engine optimization or SEO for short. If you’re only setting up your website and haven’t got data to go by, start by creating user personas to get a feel for your ideal audience. The better you know and understand your audience, the easier it will be to write content that will be exactly what your audience is looking for.