When we write, it is generally in the hope of being read. In the physical world, the barriers to publication are relatively high, but on the Internet it is accessible to everyone. Let's see how it works and what it can bring.
Writing is a creative process that requires skill and effort. The same applies when it comes to writing for the web, but with different specifics.
Reading on the internet vs. reading on paper
Reading on the Internet differs significantly from reading on paper in several ways:
- Fast Scanning: On the web, readers tend to scan content quickly rather than reading word by word. You search for keywords, titles, subheadings, and highlights to quickly find the information you want.
- Multiple distractions: Reading online is often accompanied by multiple distractions (ads, hyperlinks, notifications) that can interfere with concentration and deep understanding of the text.
- Non-linear navigation: Unlike a book or a printed document, where reading is generally linear, readers on the web can jump from one link to another. This results in a more fragmented reading experience.
- Visual fatigue: Reading on a screen can cause visual fatigue more quickly than reading on paper. Due to screen lighting, contrast between text and background, and screen flickering.
- Rich Media: Web content often offers interactive elements such as videos, animations or interactive graphics that are not available in print media.
- Length of texts: Texts on the web tend to be shorter and more segmented to enable quick reading. Printed documents may contain longer and denser text.
- Less depth: Due to the speed of reading online, the depth of topics is often less than when reading on paper, where readers engage with the content more intensively.
- References and Hypertext Links: Online reading is enriched by hypertext links that provide easy access to additional information.
What is web writing?
Web writing is the art and technique of creating content specifically for online platforms. It differs from traditional writing due to the specifics of reading on the Internet and the requirements of search engines. Here are some important aspects:
- Adaptation to screen reading behavior
Web writing takes into account that readers often scan content on the Internet rather than read it in detail. Therefore, it's about organizing information clearly and hierarchically, using headings, subheadings, bulleted lists and short paragraphs to facilitate quick reading. - Search engine optimization (SEO)
Web writing includes search engine optimization (SEO) to improve the visibility of content in search results. This includes strategic use of keywords, creating meta descriptions, and optimizing titles. - Engagement and interactivity
The goal is to engage the audience and often encourage action, whether through calls to action (CTAs), internal links, or by encouraging comments and sharing on social media. - Multimedia content
Web writing can also include the integration of multimedia content such as images, videos and infographics that enrich the text and make it more attractive. - Adaptability and accessibility
Web content should be adaptable to different devices (computers, smartphones, tablets) and accessible to a wide range of users, including those with specific accessibility needs. - tone and style
The style of web writing is often more conversational and direct in order to connect with the reader. Personalization and tone vary depending on the target audience. - Update and relevance
Web content needs to be updated regularly to stay relevant and accurate, especially in rapidly evolving areas. - Credibility and reliability
Web editors must ensure their content is credible and reliable by citing reliable sources and providing verified information.
How do you learn to write for the web?
To learn how to write for the web, it's important to develop specific skills and understand the nuances of digital writing. Here are some steps and tips to master this discipline:
Understand the target audience : Start by defining and understanding your target audience. Who are you ? What interests, needs and behaviors do they have online? This understanding will help you create content that resonates with your readers.
Master the basics of SEO : Learn the basics of natural referencing (SEO). This includes keyword research, optimizing meta titles and meta descriptions, article structure (headings, subheadings, paragraphs) and the strategic use of internal and external links.
Practice writing on the internet : Regular practice is essential. Start writing articles, blogs or content for websites. Ask for feedback and constructive criticism to improve your skills.
Learn the principles of readability: Web content should be easy to scan. Use catchy headings, bulleted lists, short paragraphs, and subheadings to structure your content.
Take courses and training: There are many online courses and training courses available to learn web writing and SEO. These courses can provide in-depth theoretical and practical knowledge.
Stay up to date on web trends: The digital world is developing rapidly. Stay up to date on the latest trends in SEO, social media and web technologies.
Practice creative and persuasive writing: Writing for the web isn't just informational; It also needs to be compelling and sometimes convincing. Practice writing that motivates the reader to take action, whether that's clicking a link, subscribing to a newsletter, or making a purchase.
Analyze and optimize: Use analytics tools to measure the performance of your content. Learn from your successes and failures to optimize your future writing.
Writing for the web causes the editor to learn
When writing for the web, the author must go through a learning process. Writing requires a thorough understanding of the subject at hand, which often requires researching and synthesizing complex information. Each new article or piece of content becomes an opportunity to delve into a new area or deepen your knowledge on a specific topic.
The author can incorporate technological advances as they come into their writing process. This applies, for example, to the emergence of generative AI.
Writing on the web requires staying up to date with the latest trends in SEO and search engine algorithms, which leads to constant development of SEO skills.
This involves understanding the target audience and knowing how to communicate effectively with them, which requires a sense of cultural and social nuances.
Writing on the Internet allows you to share your knowledge and enrich it thanks to the feedback of other Internet users.
Finally, and probably the most fulfilling aspect: publishing articles or even status reports allows me to meet people with the same interests, initiate conversations and exchange viewpoints.
Keyboard
Although beginning writing can be intimidating for some, the experience is so intellectually and relationally enriching that it's worth giving it a try. Publishing content also allows you to develop your personal brand, which has great benefits for both teachers and employees or freelancers.
Other sources used:
Readings on screen, readings on paper, speeches and presentations by 15-year-old students
How can I make reading on the screen easier?
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