Writing content on the web is different from writing on paper. On the web you need to know how to adapt to your target audience, search engines and also to your objectives.
In addition, your content must appeal to readers by being relevant to search engines. But don't try to favour only one of them.
Discover in this article the 5 points that will help you write for the web by optimizing the reading experience of your target audience as well as your referencing on search engines.
Focus on the "inverted pyramid" (mentioned at point 3):
In three words, the content must be attractive (to attract Internet users who are often in a hurry and "scan" the content), useful (with information that brings real added value) and relevant (the content must be adapted to your audience, your objectives and yourself/your domain).
To learn more about Google Analytics feel free to read our cheat sheet right here.
And now, to your keyboards! :)