Web pages are typically read on computer screens. Few people print the pages and read it offline. Reading from computer screens is not as comfortable as reading printed materials. Hence Web pages are best when they are short, say around 500 words.
Write Clearly and Concisely
Using those 500 words, communicate what you want clearly and concisely. Web readers are looking for specific information. Give it to them in a crisp manner, and your reader will continue reading. If the reader finds that you are presenting information in a roundabout way, he or she will go elsewhere.
There are a few techniques to produce clear and concise pages.
- Use short sentences, each of which adds to the point you are making
- Use short paragraphs of about 60 words
- Divide the content into sections, with each section naturally flowing into the next
- Use descriptive subheadings for each section
- Use numbered or bulleted lists
- Review the page and see whether you can make your point clearer
Make the Web Page Content Search Engine Friendly
Search engines send out robots to crawl the Web and bring back pages that they find. An indexer program then analyzes and indexes the pages. The indexed pages are then displayed as search results when someone searches for the topics discussed by the pages.
The indexer program is just a piece of software that can understand only the literal meaning of words. Unlike humans, these programs cannot understand the real meanings if you use words in a metaphoric sense, or other non-literal way.
As a result, your web pages will be listed only when someone searches for the specific words in their content.
Write your Web pages with this perspective in mind.
Another Dimension of Search Engine Friendliness
You want your pages to appear when people search for your topic. To achieve this goal, you must know what search terms people type in to do the search. So, start by identifying the search terms for your topic. You can do this by using tools like WordTracker and other keyword suggestion tools.
Once you have identified the search terms (keywords) people actually type in, use these words in the title, headings, subheadings and body copy of your page. It is better to focus on one or two major keywords for each page. In that page, include not only the keywords but also synonyms and related words.
However, avoid unnatural “keyword stuffing” of your page. Search engines might determine that you are trying to “spam” them, and downgrade your page.
Make the Pages Authentic
You can add credibility to your Web page by citing sources for any information or views expressed therein. Provide links to these sources. Such links also add value because readers can get additional information.
For your part, make sure that your facts are really facts, not just your personal views. Do some research and check the facts. If views are expressed, make it clear that these are just your views (instead of stating them as facts).