Writing for the web: simple and captivating language

Writing for the web is by no means simple, it requires awareness and the ability to manage a different audience from readers of a magazine or a book. Different in terms of time and attention span: when you land on a website, it is generally done in a targeted manner, looking for precise content, with limited time.

Neglecting this detail means not considering one of the most important starting points when writing for the web. You have to imagine a reader who looks at a page, who glazes over when faced with an immensity of words, without relief or spaces, that doesn't immediately convey the points of interest.

A situation of this kind must be reversed, concretely, structuring any text in such a way as to be simple, as regards the comprehension and use of words, and captivating, both visually and from a contents point of view. Underestimating the importance of content is perhaps one of the greatest mistakes: scarce time, combined with low-level and poorly written content, usually coincides with a poor text. Writing for the web today means writing in SEO optics (Search Engine Optimisation), or conceiving our text according to search engines and what they consider "relevant".The SEOs golden rules are multiple and concern both the contents and the programming languages in HTML, but what we are interested in writing web articles is that the greatest importance is given to:

The originality of the contents, which however must always be of quality. Copying a text is tantamount to launching yet another smartphone of mediocre quality in the infinite market of current smartphones.
Key words should be well distributed in the text and structured visually, and highlighted. Do not forget the existence of synonyms that are highly appreciated by search engines. Repetition without variation is practically spam!
Links. Every text written for the web is a hypertext, indeed, it must be. Create valid links, with sites pointing to inherent content, enrich your text and make it relevant.

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