Best practices for writing on the web Mar18 '07

When writing content for the web, it's important to follow certain "best practices," so that readers can retain more of what you write, and search engines can better crawl your pages.

Here are a few key things that I do to help my writing become more prevalent:

• Use headers and sub-headers as much as possible.
• Keep paragraphs succinct.
• Use "bulleted text" as often as possible.
• "Say it, don't spray it."
• Always introduce.
• Images speak louder than words.
• Back-up your opinions.

Use headers and sub-headers

Headers are simply HTML tags (<h1>, <h2>, etc.) that offer search engines a stronger "hierarchy" of your page's content. Headers should be used as often as possible within article bodies, and they should follow the numerical order:

<h1>Header 1</h1>
<h2>Sub-header 1</h2>
<h3>Sub-sub-header 1</h3>

<h1>Header 2</h1>
<h2>Sub-header 2</h2>
<h3>Sub-sub-header 2</h3>

This helps search engines decipher which text is more important in relation to the search keyword, and the rest of the content on the page.

Headers also aid in readability. Readers can more easily retain content that is separated under header text that describes each section.

Keep paragraphs succinct

Long paragraphs are daunting to the individual reader. Paragraphs should be two to three sentences at most. This also helps "break up" the content so it's easier to retain.

Use "bulleted text" as often as possible

"Bulleted text," or bullet points are extremely beneficial to the reader and writer.

The reader benefits by having small, quick, distributed chunks of information that's not buried in a paragraph somewhere.

Bullet points stand out, and draw the reader's gaze. Shorter information is also more retainable.

Writers benefit by being able to more easily organize their thoughts. Their content, therefore, becomes more clear and focused.

"Say it, don't spray it"

When making a point, say it once, and move on. Try to avoid repeating yourself using different words. It's very easy to embellish on a topic, when the reader has already understood what you meant. You're just wasting their time.

Always introduce

Your first few sentences of every article or blog entry should briefly explain how you got to your topic.

• What (or who) gave you this idea?
• Have you discussed this idea before? If so, what reasons present this idea in a new light?
• To the "lay person," what does this really mean?

Don't get too carried away though. Respect the "say it, don't spray it" rule. A couple short paragraphs should be enough. Then move into your topic. You wouldn't want to lose your reader before they even begin reading!

Images speak louder than words

Whenever possible, include screenshots or images that help aid in the understanding of your topic. Images can do wonders for people trying to absorb information, and are more appealing than just blocks of text.

But remember - images aren't "seen" by search engines unless they contain appropriate alt and title attributes. Make sure your alt and title attributes are enough to aptly describe the image.

A good technique is to pretend the reader can't see an image, for whatever reason. How would you want that image described with text?

Back-up your opinions

Don't just rant about something without providing ample evidence to help prove your point. If you have something to say, go right ahead, but be prepared to provide examples of what you mean, or how you'd like to make it better. Make sure you discuss the contrary, as well.

More information

Google Webmaster Guidelines, from an SEO perspective.

Categories: Tips , Writing

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