She deserves to have her own Wikipedia page as there is so much to say about Isabelle Canivet. Expert in SEO and content strategy, consultant, trainer, author of several best-selling books, co-founder of the Yellow Dolphins agency, speaker... Isabelle Canivet has built a solid reputation in the French-speaking world of SEO and web and mobile content strategy.
Studio Cassette had the chance to ask him a few questions.

You are one of the pioneers in the French-speaking world to have taken an interest in the field of web writing and content strategy. In a few words, what does "Writing well for the web" mean to you today?

Pretty much the same as yesterday 😉 is to present relevant content for a target defined in the way that is most suitable for the medium while achieving the company's objective. The evolution is in line with the power of technology. But do you write differently if you have a more powerful internet network? No.

A revolution has been born thanks to new media, with the emergence of mobile phones and connected speakers, in particular. But no one yet really adapts writing to these media specifically.

The relevance of search engines may free up web writing in the long term thanks to the reduction in the weight of keywords and the relevance of content rather than its length, for example. Today, a page of a few words can position itself very well if it meets the demand of the target.

Since your first book on the subject, in 2009, would you say that web writing is a well-integrated aspect for digital players (agencies, clients)?

Yes, the concept of web writing is well integrated, but in practice, we note a big gap. At the level of agencies or freelancers, we see every day that it is still very difficult to find people capable of writing content according to the rules of the art. At the client level, we are pleased to see that budgets are allocated to content, no longer as a fifth wheel in the carriage, but as part of an investment strategy.

New professions are emerging in the digital landscape. Thus, today we speak of UX Writer to designate the one who writes for design. What do you think of these new emerging professions?

I am amused to see new terms emerge. I like reading them when they make sense. I then see a profession that is evolving, that is recognized and that is specializing. It fills me with joy. Nevertheless, I get irritated when the terms used break down open doors because they create confusion in the minds of clients and imply that others do not. Take your example "UX Writer": by definition and in practice, on a web page, does the web writer not adapt their writing to the interface and design?

At the level of agencies or freelancers, we see every day that it is still very difficult to find people capable of writing content according to the rules of the art.

Last year, you released the 4th edition of "Writing well for the Web", a 730-page bible enriched with 500 new illustrations. What struck you the most in redesigning your reference work?

Hodgepodge?

That I was on the third or fourth redesign for some sites and that I was looking forward to the improvements over the years.
That the book would really benefit from changing its title as it is broader than the web writing.
That Google's interfaces were undergoing barely noticeable micro changes over the months, but that after three years, it represented a real revolution and as many new screenshots (moaning and sighing ;)).
That I had a thousand things to say and that it was wonderful to be able to share my experience.
That I thanked my publisher, Eyrolles, for the trust he placed in me in 2009 and that thanks to him, I was able to contribute to the recognition of the profession, in synergy of course with the other fervent defenders of content.
That the reception of the book by the readers is pure happiness, that it is a great motivation to improve each version and that I thank them all for this beautiful energy.

What are your future projects for you?

Nice question 🙂 Change in continuity! It matters to my husband's heir apparent (editor's note: Jean-Marc Hardy , his partner and companion in life) and me to breathe meaning into our activity. On the one hand, we will continue to support companies in their SEO content strategy and in their information architectures. We will also support managers and web leaders in their challenges by offering them new coaching formulas in a very original setting... but that is the surprise 😉

The website is the reflection of a corporate culture, an energy, a vision of the company, multiple professions that must be able to dance together rather than compete with each other. With 20 years of experience in the web and a certificate in advanced coaching techniques, these are the elements that we intend to develop with web teams, managers and executives...

Learn more about Isabelle Canivet

https://yellowdolphins.com/a-propos/biographie-isabelle-canivet/
Twitter: @canivetisabelle
Agency Yellow Dolphins
Works: https://www.amazon.fr/Isabelle-Canivet-Bourgaux/e/B004N43AN8