seo

How to Write for the Web

Ali JalilPour July 3, 2024

0 0 3 minutes read

This is condensed from various sources, including especially Jakob Nielsen’s articles on Writing for the Web.

Why do you need to know how to write for SEO?

If you spend time writing any of the following:

Page titles (the tag)</li> <li>Page descriptions </li> <li>Link text</li> <li>Page content, including the main headline </li> </ul> <p>… the advice in this post will help your writing be more effective, and more likely to be read.</p> <p><strong>Writing for the web is different</strong></p> <p>Online reading is a new phenomenon. Accordingly, writing for the web has evolved a set of requirements different from print publishing.</p> <p><strong>People scan rather than read</strong></p> <p>Are you scanning this post? When reading online, people’s attention span is much shorter than when they read printed copy. People scan web pages.</p> <p>Imagine people driving through your website at 60 mph, treating the site as a series of billboards rather than reading it carefully.</p> <p><strong>Get a second opinion</strong></p> <p>We are very close to our writing. Ask someone else to read your piece. Have you made all your points clear?</p> <p>“Sleep on it” overnight to gain a new perspective.</p> <p><strong>Less is more</strong></p> <p>Take what you would write for print, and cut it in half. Then cut it in half again!</p> <p>It sounds drastic, but the researchers who study people’s web reading habits insist on this formula.</p> <p>Strunk and White wrote in <a href="http://www.amazon.com/Elements-Style-Fourth-William-Strunk/dp/0205313426/" target="_blank" rel="noopener"><em>The Elements of Style</em>:</a></p> <blockquote><p>“Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts.”</p></blockquote> <p><strong>Exception to Less is More</strong></p> <p>On a website I worked on, the copy to describe a course grew by 5 times. The reason was the course’s high price. People need sufficient information to make a decision involving a lot of money.</p> <p>To offset the increase in copy, we did the following:</p> <ul> <li>Used bullets</li> <li>Edited it carefully</li> <li>Split it into 5 pages</li> </ul> <p>Afterwards, we saw a marked increase in attendance.</p> <p>The opposite is also true: the less commitment a person needs to make, the less copy there should be.</p> <p><strong>Use words that everyone can understand</strong></p> <p>Avoid, replace, or define industry terms or other “in-house” terminology. This includes acronyms. If the reader doesn’t understand your words, they will tune you out.</p> <p><strong>The title is the most important part</strong></p> <p>Make the title engaging to the reader. More than anything else, the title determines whether or not people will click through from the search engines.</p> <p>If you can, match the title of a page to its main headline, so that after people click on through from a search engine, they will feel that they’ve come to the right place. More than anything else in your page content, the headline determines whether or not people will read the page. </p> <p><strong>Short paragraphs</strong></p> <p>Draw the reader in by making the first paragraph short. </p> <p>Text surrounded by white space attracts the eye, and offers a “minimal friction entry point.” All other paragraphs can be 1 to 5 sentences long.</p> <p><strong>The first 2 words: especially important for SEO</strong></p> <p>The first 2 words in a paragraph or bullet point often determine whether people will want to read the rest. Think of this when you’re writing titles, especially, for titles are almost <em>never </em>read carefully! </p> <p><strong>Numerals</strong></p> <p>Numerals (2, 3, etc.) are more likely to be read than numbers that are spelled out (two, three, etc.)</p> <p><strong>Lists</strong></p> <p>Use bullets or numbered lists: they are easy to scan. People notice the items at the top and the bottom the most.</p> <p><strong>Adjectives</strong></p> <p>Use them sparingly. New writers especially should avoid adjectives, which tend to add emotional coloring instead of content.</p> <p><strong>Editing</strong></p> <p>If you do the work of editing, the reader won’t have to. If you don’t, the reader may not do the work (of reading) at all!</p> <p>One author I know has edited his writing as much as 50 times. And I once read a grammar book that said: “Avoid even a split-second of confusion.” Good advice for the web.</p> <p><em>This is my first contribution to SEOmoz; I hope you enjoyed it. Please share your thoughts in the comments. For further reading, I recommend:</em></p> <p><strong>Additional Information</strong><em></em></p> <p><a href="http://www.useit.com/alertbox/9710a.html" target="_blank" rel="noopener">How Users Read on the Web</a></p> <p><a href="http://www.copyblogger.com/copywriting-101/" target="_blank" rel="noopener">Copywriting 101</a><em></em>(entertaining and good, geared toward online marketing)</p> <p><a href="http://www.lifehack.org/articles/lifehack/fifty-50-tools-which-canhelp-you-in-writing.html" target="_blank" rel="noopener">50 Writing Tools</a></p> <p><a href="http://www.online-utility.org/english/readability_test_and_improve.jsp" target="_blank" rel="noopener">Test readability grade level with the Gunning Fog Index</a> For context: many newspapers are written at 8th grade level; TV Guide and Mark Twain books are written at the 6th grade level. The lower the grade level you write for, the more people will understand it. </p> <p><strong>Books</strong></p> <p><em><a href="http://www.amazon.com/Elements-Style-Fourth-William-Strunk/dp/0205313426/" target="_blank" rel="noopener">The Elements of Style</a> </em>by Strunk and White</p> <p><em><a href="http://www.amazon.com/Writing-Tools-Essential-Strategies-Writer/dp/0316014982/" target="_blank" rel="noopener">50 Writing Tools</a> </em>by Roy Peter Clark</p> <p><strong>Credits</strong></p> <p>Most of the advice here comes from <a href="http://www.useit.com/" target="_blank" rel="noopener">Jakob Nielsen,</a> a widely known researcher and authority in the field of usability (that which makes a website easy for people to use).</p> <p>His research involves using eye-tracking devices, which measure and record the way people’s eyes travel when they look at a webpage.</p> </p></div> <div class="post-shortlink"> <input type="text" id="short-post-url" value="artanbiz.com/?p=13952" 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type="application/ld+json">{"@context":"http:\/\/schema.org","@type":"Article","dateCreated":"2024-07-03T10:15:45-07:00","datePublished":"2024-07-03T10:15:45-07:00","dateModified":"2024-07-03T10:15:45-07:00","headline":"How to Write for the Web","name":"How to Write for the Web","keywords":[],"url":"https:\/\/artanbiz.com\/how-to-write-for-the-web\/","description":"This is condensed from various sources, including especially Jakob Nielsen's articles on Writing for the Web. Why do you need to know how to write for SEO? If you spend time writing any of the followi","copyrightYear":"2024","articleSection":"seo","articleBody":"\n This is condensed from various sources, including especially Jakob Nielsen's articles on Writing for the Web.\nWhy do you need to know how to write for SEO?\nIf you spend time writing any of the following:\n\r\n Page titles (the tag)\r\n Page descriptions \r\n Link text\r\n Page content, including the main headline \r\n\n... the advice in this post will help your writing be more effective, and more likely to be read.\nWriting for the web is different\nOnline reading is a new phenomenon. Accordingly, writing for the web has evolved a set of requirements different from print publishing.\nPeople scan rather than read\nAre you scanning this post? When reading online, people's attention span is much shorter than when they read printed copy. People scan web pages.\nImagine people driving through your website at 60 mph, treating the site as a series of billboards rather than reading it carefully.\nGet a second opinion\nWe are very close to our writing. Ask someone else to read your piece. Have you made all your points clear?\n\"Sleep on it\" overnight to gain a new perspective.\nLess is more\nTake what you would write for print, and cut it in half. Then cut it in half again!\nIt sounds drastic, but the researchers who study people's web reading habits insist on this formula.\nStrunk and White wrote in The Elements of Style:\n\"Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts.\"\nException to Less is More\nOn a website I worked on, the copy to describe a course grew by 5 times. The reason was the course's high price. People need sufficient information to make a decision involving a lot of money.\nTo offset the increase in copy, we did the following:\n\r\n Used bullets\r\n Edited it carefully\r\n Split it into 5 pages\r\n\nAfterwards, we saw a marked increase in attendance.\nThe opposite is also true: the less commitment a person needs to make, the less copy there should be.\nUse words that everyone can understand\nAvoid, replace, or define industry terms or other \"in-house\" terminology. This includes acronyms. If the reader doesn't understand your words, they will tune you out.\nThe title is the most important part\nMake the title engaging to the reader. More than anything else, the title determines whether or not people will click through from the search engines.\nIf you can, match the title of a page to its main headline, so that after people click on through from a search engine, they will feel that they've come to the right place. More than anything else in your page content, the headline determines whether or not people will read the page. \nShort paragraphs\nDraw the reader in by making the first paragraph short. \nText surrounded by white space attracts the eye, and offers a \"minimal friction entry point.\" All other paragraphs can be 1 to 5 sentences long.\nThe first 2 words: especially important for SEO\nThe first 2 words in a paragraph or bullet point often determine whether people will want to read the rest. Think of this when you're writing titles, especially, for titles are almost never read carefully! \nNumerals\nNumerals (2, 3, etc.) are more likely to be read than numbers that are spelled out (two, three, etc.)\nLists\nUse bullets or numbered lists: they are easy to scan. People notice the items at the top and the bottom the most.\nAdjectives\nUse them sparingly. New writers especially should avoid adjectives, which tend to add emotional coloring instead of content.\nEditing\nIf you do the work of editing, the reader won't have to. If you don't, the reader may not do the work (of reading) at all!\nOne author I know has edited his writing as much as 50 times. And I once read a grammar book that said: \"Avoid even a split-second of confusion.\" Good advice for the web.\n\n\nThis is my first contribution to SEOmoz; I hope you enjoyed it. Please share your thoughts in the comments. For further reading, I recommend:\nAdditional Information\nHow Users Read on the Web\nCopywriting 101(entertaining and good, geared toward online marketing)\n50 Writing Tools\nTest readability grade level with the Gunning Fog Index For context: many newspapers are written at 8th grade level; TV Guide and Mark Twain books are written at the 6th grade level. The lower the grade level you write for, the more people will understand it. \nBooks\nThe Elements of Style by Strunk and White\n50 Writing Tools by Roy Peter Clark\nCredits\nMost of the advice here comes from Jakob Nielsen, a widely known researcher and authority in the field of usability (that which makes a website easy for people to use).\nHis research involves using eye-tracking devices, which measure and record the way people's eyes travel when they look at a webpage.\n \n \n ","publisher":{"@id":"#Publisher","@type":"Organization","name":"ArtanBiz Mag","logo":{"@type":"ImageObject","url":"https:\/\/artanbiz.com\/wp-content\/uploads\/2024\/06\/logo.png"},"sameAs":["#","#","#","#"]},"sourceOrganization":{"@id":"#Publisher"},"copyrightHolder":{"@id":"#Publisher"},"mainEntityOfPage":{"@type":"WebPage","@id":"https:\/\/artanbiz.com\/how-to-write-for-the-web\/","breadcrumb":{"@id":"#Breadcrumb"}},"author":{"@type":"Person","name":"Ali JalilPour","url":"https:\/\/artanbiz.com\/author\/admin\/"},"image":{"@type":"ImageObject","url":"https:\/\/artanbiz.com\/wp-content\/uploads\/2024\/07\/how-to-write-for-the-web_66858741a85a4.png","width":1200,"height":400}}</script> <div id="share-buttons-bottom" class="share-buttons share-buttons-bottom"> <div class="share-links share-centered icons-only"> <div class="share-title"> <span class="tie-icon-share" aria-hidden="true"></span> <span> Share</span> </div> <a href="https://www.facebook.com/sharer.php?u=https://artanbiz.com/how-to-write-for-the-web/" rel="external noopener nofollow" title="Facebook" target="_blank" class="facebook-share-btn " data-raw="https://www.facebook.com/sharer.php?u={post_link}"> <span class="share-btn-icon tie-icon-facebook"></span> <span class="screen-reader-text">Facebook</span> </a> <a href="https://twitter.com/intent/tweet?text=How%20to%20Write%20for%20the%20Web&url=https://artanbiz.com/how-to-write-for-the-web/" rel="external noopener nofollow" 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