Lawyer Content Marketing Blog

Editing Your SEO Content for Scanners

November 11, 2009 - When planning the content development of your website, it's important to pay special attention to the way your content is edited for Internet readability.

In previous articles we've discussed the importance of how people read on the Internet and how that translates to the way your content needs to be presented in order to engage your audience. Part of this reason has to do with the simple fact that so many Internet readers are actually "scanners" who don't take the time to read an entire article but instead scan the piece quickly for the information they are looking for.

Experts estimate that the average Internet reader will spend approximately 4 seconds scanning a web page in order to determine the page's relevance and decide whether to commit to reading the article or move onto another page (or back to their original search). This means you need to create an article that immediately jumps off the page and captures your reader's attention.

So what can you do to make sure your article survives the 4 second scan?

The best thing you can do tohelp ensure that your SEO content gets read is to edit your content appropriately for the web and make sure your articles, landing pages, etc. are relevant, well written, and include the information people are looking for in connection to the keywords they used in their search.

Since people will be scanning this web content, it isn't enough to have the information buried in a long paragraph. That is why we suggest making use of bold highlighting to draw special attention to important facts and statistics, using bullet lists instead of listing the items in a paragraph, and making excellent use of subheadings to clearly identify what information is being discussed at that point in the text.

For more information on the 4 second rule, visit our library.

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