Since I began web writing, I have read various articles about how to get more clicks. When I gained an interest in online publishing, I thought it would be a breeze since I majored in English. Boy, was I wrong! Learning how to write for the web is an ongoing process. The Internet keeps changing. However, for clicks, a few things remain tried and true.
First, repetition of keywords and phrases is important for SEO. Write your keyword in the title and in the first paragraph. You should then repeat your keyword or keyword phrase throughout the text, but do not over do it, about once every 100 words is good.
Second, Internet readers like it short and sweet. You should get to the point so your reader can move on. While learning web writing, I found out Internet readers scan an article rather than read word for word. There are studies about this. Researchers put together groups and studied eye patterns along with the length of time spent on an article. On average, readers only stick around about 4 seconds.
Third, Internet readers like links to more information. (Search engines like them too). College papers are bogged down with footnotes and reference lists (I just hate Modern Language Association (MLA) and American Psychological Association (APA) styling). Writing for the web you can reference a direct quote with a simple link your reader can click and, at the same time, give search engine spiders something to chew on.
Fourth, let your reader know what they will learn. Your title should give readers a hint but you should tell them your point in the first paragraph, optimally the first sentence. This is especially important for those of us submitting your RSS feed to sites like Twitter. Users see the title and usually the first sentence of a web article. Think about it, how can you get readers to click, if they have no idea what they will learn?
Finally, give your article personality. The more personal and direct your article is the better. While being informative, your article should have a conversational flow. This style of writing is easy to achieve, just write as if you are talking to your friend. However, keep it grammatically correct. Use personal pronouns like “you” and “I”, use contractions here and there, use short sentences, and stay away from big words.
I hope some of what I have learned about web writing can help your reviews and articles get more clicks. I have been practicing using them and my pageviews have improved. Perhaps they will work for you too.
Writing for the Web
Web Writing Basics
Web Writing for Many Interest Levels
Keywords for Website Copywriting