Writing better content for usability and SEO

On the web people rarely read things carefully, if they read them at all. Jakob Nielsen identified the now familiar F-shaped scanning pattern decades ago, and many writers for the web employ some version of his advice for adapting content to this behaviour.

As content takes a more prominent role in marketing and SEO in particular, what are some key considerations and techniques in approaching content production?

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Writing For The Web: Comprehension, Not Engagement

Dan Petrovic’s recent Whiteboard Friday at Moz got me thinking. The premise of his talk is his own recent finding that only 16% of people he surveyed read all of an article word-for-word, which just happens to be the exact same statistic Jakob Nielsen came up with in 1997.

But is he focussing on “engagement” at the expense of comprehension?

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