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Understanding Online Writing

Online writing differs from writing for printed materials and it is important to differentiate between the two.

It is critical that businesses understand this skill due to the constant algorithm updates by Google. First, it is crucial to take into account who your target audience is in order to ensure readability. Second, your content needs to be clear and concise so readers don’t lose interest 

Know Your Audience

One of the most important aspects of online writing is understanding your intended audience. If you are writing content for an audience within your industry, it is OK to include jargon and industry-related vernacular. On the contrary, when addressing an audience outside your industry, make sure to use more general terms. Finally, keep your audience’s level of knowledge on the subject in mind as you draft your content—this will help you write more effectively.

Help readers find your content and your website by implementing Search Engine Optimization, or SEO, efforts into your online writing. Keywords related to your content and business will help you rank higher on searches, bringing more consumers to your site.

Clear, Concise Content

Research shows that users only have time to read 28% of the words on a given web page. In order to engage readers, front-load your content by placing the most critical information in the first or second paragraphs.  

When reading online, users are exposed to more distractions such as advertisements and pop-ups. For this reason, keep the reader’s attention with short, informational paragraphs that are concise.

Looking for tools to help your online writing? You can run your content through a “Readability Measurement” tool prior to posting. Microsoft Word has a “Flesch-Kincaid Readability Statistics Tool” built in with the “Spelling and Grammar” feature that provides you with a “Reading Ease” score along with other interesting, helpful information.