In the world of SEO Copywriting, content is the sustentative cake and everything else just serves to make it that much more edible and delicious. To put it another way: high-quality, unique, well-written content is a good SEO’s holy grail.

Intelligent, authoritative, well-crafted content appeals to search engines, earns a site higher SEO ranking and helps a page increase its domain authority.

To create great content, good SEO’s focus on tightly written, concise, clear, keyword-focused pieces that can help a brand expand its customer base, answer client questions and cater to consumer needs.

When you use active voice, the subject does the action instead of being acted upon. That makes it powerful. Sentences that follow this structure are easier to understand, convey movement, and are naturally more interesting.

For example:

“We wrote our new ebook to help you work smarter, not harder.”
vs.
“The new ebook written by our company can help you work smarter instead of harder.”

See how the first sentence is not only shorter, but easier to follow?

Active voice sentences can also begin with a verb, as in a command. For example:

Learn how to market your business smarter, not harder, with our new ebook.

Which of these example sentences you use depends on whether you want to emphasize the new ebook or what your audience will learn with it. But either option is exponentially better than long, convoluted sentences that bury the subject and verb.

Readers on-line don’t read word for word. Instead, they scan to find what they’re looking for faster. Making your copy and content easy to skim gives them what they want, keeps their attention longer, and is easier for everyone to read.

Use a variety of formatting techniques that break up the text and draw the reader’s eye down the page. Some of the best ways to make web copy skimmable are:

  • Use several headings and subheadings
  • Create bulleted and numbered lists
  • Format text with bold, italic, underlining, or color
  • Include images, video, and other media and captions for each
  • Write single-line paragraphs
  • Vary sentence and paragraph length