Here are some guidelines for writing online text, or copy as it’s called. So the goal here is that the text should be made clear as possible. Clear to your audience and clear and simple so that even the search engine’s spider can understand.

Let’s first note that it’s recommended to use at least 300 words per post, article or page. That’s because a well developed article focused on a topic generally needs to be of that length to be informative. An informative article improves the readers experience with your page and the likelihood that search engines will rank it well in the search results.

The first paragraph should serve as an introduction while the last paragraph should be a summation or conclusion. And paragraphs should be short, of 2-4 sentences. Also keep your paragraphs on a single topic, which is part of “page and site structure”. The search engine really loves paragraph headings as well because it helps it to digest and index your content.

People reading content online like to skim to determine if it’s the content they’re looking for. So try to make tightly organized paragraphs in which the first sentence states the purpose. This serves the user by improving their experience with your website.

And it’s better to use short sentences, of 20 words or less. Long sentences are harder to understand for people and even more difficult for the search engine’s spider to understand. Also try to use a lot of connecting words like, therefore, and, also, and so on. And try not to start more than 2 sentences in a row with the same word. Additionally, use few passive voice verbs, which are not as easy to understand as active voice.

Finally it’s recommended that you set aside the text before publishing it so that you can reread it several days later. This allows you to get a fresh perspective on what you wrote before publishing it. By rereading for sentence word counts, connecting words and topical organization you’ll improve it’s readability for people and spiders.

The topic of page structure, alluded to here, is discussed further in the next article.