In contrast to offline texts, Web texts address two target groups. One group includes readers who are provided with information and addressed by texts that, for example, describe products in an online shop. The content of these Web texts does not often differ from offline texts, however, users read differently on the Internet: they gather information more quickly and accurately due to the large amount of data on the Internet. The reader glances at the text and scans the information that is important to him. The text is not worth reading unless the desired information is readily available; otherwise the reader clicks to the next text.
The second target group consists of the various search engines that bring the user to the web page in the first place. A text therefore needs to be search engine optimized to achieve top ranking in the search results.
The quality of a text depends on its structure. Important information and key terms are positioned as soon as possible; relevant terms appear in the headline. The user must be aware of the core message after reading the first sentences – the questions “what”, “who”, “where” and “why” have been answered.
Headlines, paragraphs and highlighting also increase the quality of a text. They simplify reading and also provide a positive evaluation from Google & Co. The use of keywords is also rewarded; however, keyword stuffing – the exaggerated use of keywords – is punished. Ultimately, the text is intended for the reader and not for search engines, therefore the use of appropriate synonyms is advisable.
Texts with additional information, such as images, videos or links increase the credibility of the content. In addition, the reader feels better informed. The reading flow is not disturbed by the addition of multimedia content, and search engines are also affirmative towards links for example. Bullet lists are as popular as headlines and paragraphs with readers. These lists provide a simple summary of various features or important content.
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