Data and web writing: how to link the two?

Is your goal improving your organic SEO? But have you considered working on your data? Writing today is no longer just about style! Having reliable data is undoubtedly one of the keys to implementing more strategic and targeted writing. With the help of data tools, web writers are able to analyze user behavior and thus optimize their content to meet readers’ expectations. This complementarity between data and web writing offers many advantages: improvement of online content engagement and conversion rates, easier positioning of certain content on the first page of Google’s search results, etc. The Pierrot agency, in partnership with Liora, reveals everything about the close links between web writing and data.

Is data at the service of web writing?

What do we mean when we talk about data in the world of web writing? It involves all pre and post-writing data that will justify or not the writing actions taken by the writer. This data can take various forms: search volumes related to keywords (how many times is a keyword searched on Google per month?), length of existing content on the same topic, content typology, content performance in terms of traffic, etc. Data thus offers significant advantages in web writing because it transforms simple editorial content into a powerful strategic tool. It promotes:

• Organic SEO optimization thanks to SEO ;
• The identification of the most searched keywords;
• The search for the latest digital trends that interest your users.

This data allows for the creation of content that offers better visibility on search engines. Similarly, data helps to better understand who your audience is and what they are looking for in terms of content. You thus gather information such as users’ behavioral habits on the Web, which will subsequently enable you to personalize your content to precisely meet their expectations. Finally, data highlights essential performance indicators, such as bounce rate, time spent on a page, and conversion rate. This allows you to analyze which content works perfectly or not on your site and adjust your editorial strategy accordingly. Thanks to this data, web writing gains in relevance, quality, and contributes to the development of your organic SEO! Discover our courses

How can you leverage data benefits in web writing?

For an optimal web writing strategy, you will need to make use of all the necessary data.

How do you study your data to refine your target audience?

With your research to identify your target audience, you can determine the following points:

• What search intentions do they favor?
• What keywords do they use?
• What pages of your site do they visit?
• What are the important elements your audience seeks on your site?
• What is the minimal duration of their time spent on your site?
• What click and share rate do you encounter monthly?

To assist you in these research efforts, some tools are available such as SEMrush, Google Analytics, or Ahrefs! Thus, you will collect critical information that guides your writing strategy to meet your audience’s needs.

How do you write perfectly optimized content by selecting the right keywords?

Web writing requires a good mastery of SEO. The data collected, such as the choice of the right keywords, their search volumes, and the difficulty or ease of ranking for them based on competition, is a real goldmine for making the right editorial decisions. When well-optimized, your content will meet search engines’ needs and thus have positive effects on your organic SEO! However, be careful not to overlook the quality of your writing! Optimization should not come at the expense of the care given to web content writing. Browsers are certainly attracted to well-optimized content, but they also pay attention to added value and well-written content!

How do you analyze the content after its publication?

Following the publication of your content, make sure to regularly observe how it evolves on the Web! In this, data is still beneficial because you analyze multiple performances of your content:

• The number of visits on your site;
• The bounce rate;
• The conversion level;
• The positioning on search engines, etc.

Thanks to this data, you have all the keys to adjust your content, change strategy, or continue on the right track!

Why is data becoming indispensable to web writing?

Note that well-optimized content is content that will gain in visibility! Data research and analysis are essential because they will be at the heart of writing choices. Where to place which keyword? Where to position calls to action on my web page (CTA)? How to structure my writing plan to cover an entire topic? All these questions can only be resolved through data research! High-quality web writing will not reach its full potential if it is not designed for the right audience or if it does not meet browsers’ expectations. Data thus resolves this issue. Reliable data research thus guides the angle of writing and highlights your SEO needs. Thus, data is unquestionably an ally for a web writer who wishes to publish engaging and performant content on their website. By incorporating a data collection process into a content strategy, each writer can thus respond to and anticipate the expectations of internet users. At the Pierrot agency, we have long integrated data into our content strategies to make them more effective! Find out more about the work of the Pierrot agency: https://agencepierrot.fr/