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To be effective in writing for the web, we have to learn enough about Website Development (WEBDEV), Search Engine Optimization (SEO), and Social Media Marketing (SMM).

Writing is a form of promotions. Writing is marketing the ideas of the writer or the researcher behind the written outputs.

The first two S’ are already known by those who have been exposed to writing technical, academic or the more formal and traditional writing method. These are SUBSTANCE and STRUCTURE.

Addressing the SUBSTANCE portion when it comes to web writing means providing content usable by almost all of the web users, and as much as possible contain information which is already explained in accordance with the “language” many understands — this is where the term “conversational” comes into the scene.

Let us move towards the STRUCTURE.

I am sure many are trained to use the “pyramid structure” of presenting concepts.

However, addressing STRUCTURE when it comes to web writing, we have to use the “inverted pyramid”. Put the conclusion first! When the readers like it, they will digest the remaining details.

How do users read the web? They don’t.

For that matter, your article must be scannable, concise and objective. Scannable means they can see the big picture in the first two paragraphs and read highlighted words as the details. Concise means straight to the point. Objective means readers can use something for themselves.

SUBSTANCE and STRUCTURE are covered in WEBDEV aspects.

SEO and SMM both cover the third S — SYNDICATION.

SYNDICATION is a “publisher” terminology. It is being able to bring content in front of people, at a massive scale, at a fast rate, and in a manner which makes the content hard to forget.

In the online sphere, SYNDICATION is like PROMOTIONS IN STEROIDS. Syndication is considered to be where the money is. That is the reason why when we see something which has grown a lot — like a business or a concept — in a relatively short period of time, we think that this is the work of a SYNDICATE (a criminal organization).

SYNDICATE is an action word — SYNDICATION is what has been implemented.

Looking at the BIG PICTURE again, WEBDEV fulfills the requirements of SUBSTANCE and STRUCTURE when it comes to web writing. SEO and SMM fulfill the requirements of SYNDICATION.

Web writing is effective when these three BIG COMPONENTS are incorporated.

WRITING FOR THE WEB is different from the traditional way of generating written outputs. Writing for the Internet still adheres to certain rules and procedures which many of us may already be familiar with. Yet, there are new factors we need to consider which makes web-writing a different matter altogether.

Success in web writing is measured via the USABILITY OF CONTENT provided – this is translated into the number of people who may benefit from such content.

For effective writing for the web, we must be able to incorporate aspects belonging to WEBSITE DEVELOPMENT, SEARCH ENGINE OPTIMIZATION, and SOCIAL MEDIA MARKETING.

Big Words? These are only the POLITICALLY-CORRECT terms being used around the Internet. Let us clarify the aspects one at a time.

WEBDEV

Effective web-writers have to learn enough about WEB DEVELOPMENT.

WEB DEVELOPMENT or WEBSITE DEVELOPMENT is composed of actual website building and content creation. Content creation is the concern of the writers.

CONTENT refers to information and experiences which may provide value and benefits for end-users and audiences.

90% of content in the Internet is TEXTUAL or in the form of writing.

Producing written content is the forte of writers.

Now, to know what kind of information will benefit our audience, we have to know them as closely as possible.

SEO

Knowing the audience already requires market research. In the online world, this research process rests largely on keyword analysis, or the study of what terms people are using when searching for something via the Internet. Knowing the audience is actually the meeting point of WEBDEV and SEARCH ENGINE OPTIMIZATION.

Effective web-writers have to learn enough about SEARCH ENGINE OPTIMIZATION. Part of SEARCH ENGINE OPTIMIZATION or SEO is making sure that the content of your website will be recognized by search engines.

In its entirety, SEO is a process or group of activities implemented so web content will be found by the people looking for such content – by people who deem such content as beneficial for them.

Preparing web content including the associated codes in website creation is called ONPAGE SEO – or whatever it is that you do to your actual website. OFFPAGE SEO refers to the activities done outside of your website but intended to benefit your website in terms of visibility in search results.

ONPAGE SEO is the concern of web writers. Part of the task of web writers is preparing the content of the website to be recognized by search engines or those web properties cataloging the Internet. Web writers also have something to do with distribution of the content.

And this brings us to the aspect of SOCIAL MEDIA MARKETING.

SMM

For us to determine the role of social media for writers, we just need to clarify what social media really are.

Social media are platforms where users can generate their own web content without the need for highly-technical web development skills, and in turn be able to distribute these user-generated content.

SOCIAL MEDIA MARKETING is important because it is used to establish credibility, generate free market research via requesting feedback, and a source of free marketing via encouraging others to share content within their own social networks.

Web writers must be willing to provide “hooks” or “extras” aside from text – we may place photos, audios, videos, and other ready-to-distribute media. This is the essence of SOCIAL MEDIA MARKETING for web writers.

It is safe to assume that web writers also belong to social circles. What a web writer needs to do is just join online social sites where his/her contacts are using. These sites will be the additional platforms where content – originally displayed on the company/organization website – will be shared and viewed by more people.

Bringing all the components together, we now have a clearer picture. Effective writing for the web involves taking into consideration aspects of WEB DEVELOPMENT, SEARCH ENGINE OPTIMIZATION, and SOCIAL MEDIA MARKETING.