10 tips for web writers and editors
- Create useful, quality content
Publish content users need. Don’t duplicate existing content. Write for people, not search engines.
- Use the right topic terms
Use words users are likely to associate with the topic. Be careful with jargon and specialist terms. Prefer words users might use when searching.
- Write an accurate, meaningful <title>
Make sure the title allows users to identify the content in search results, social linking, and browser tabs, history, bookmarks and favorites
- Fully identify the content
Include the organisation name or the site name at the end of the title, or work it into the title text.
- Make the <title> scannable
Start with the topic terms. Be careful with titles phrased as questions.
- Keep the <title> concise
Use no more than 70 characters.
- Write a useful meta description
Supplement the title with an informative summary or description of the content. Keep it under 160 characters.
- Write short, meaningful file names
Use topic terms as the file name. Limit file names to 2-4 words. Use hyphens between words.
- Label links with topic terms
Clearly identify the linked content or function. Avoid labels like ‘read more’. Don’t use the address of the page as the link text.
- Use topic terms in the main heading
Use the same topic phrase or similar topic terms as used in the title.