Eleven Plus One Techniques to Content Success

  1. Know your readers. What they want, need, and will consume.
  2. Write with simple words, everyday language.
  3. Write short sentences; 12 to 15 words.
  4. Write short paragraphs; five or six sentences.
  5. Write descriptive titles that contain keywords and that accurately describe what your content talks about. See below for more on what
    keywords are and how to choose them.
  6. Write titles, headers, and sub-heads that are descriptive, informative, and that leave no doubt of what your content discusses. Titles that are provocative, humorous or a play on words can be very effective.
  7. Us bold and italics to make important points easy to find and to attract the reader’s eye. Do not underline text as it is easily confused with a link.
  8. Pay attention to white space and make content that looks good. Do not publish densely packed documents that are intimidating to the eye. In this document, we have intentionally increased the spacing between all numbered and unnumbered points.
  9. When using a graphic or photograph that is a click-able link be sure to caption it. Search engines can’t read graphics. Captions can contain keywords, graphics cannot.
  10. Write descriptive links that contain keywords. Never use ‘Click here,’ ‘More,’ or other non-descriptive links. Don’t waste the opportunity to include additional keywords in your links.
  11. Use listing whenever you have more than three items to include.
    Bullets do not indicate precedence or order; numbered or alphabetic lists do.
  1. Numeric or alpha listing indicates what comes first or what is more important
  • Bullets do not indicate precedence or importance.
  • They simply introduce separate data.

Plus One – Edit Ruthlessly

Have someone read your work, wait a day then read it again, read it backwards, spell check it before it’s published. Look closely for words, though spelled correctly, are the wrong word for your meats. See what we mean? Meats is spelled correctly, but is not the word – needs – that you intended. That, my friend, is why we say, “Never trust your spell checker.”


Think of keywords as what your reader would enter into a search engine to find your content, or content similar to yours. If your content is problem solution related, use words related to the problem and indicate that you have the solution. If real estate related, say so. If news, make that known.

Spell out what your content will do for the reader. If you don’t, your content will never be found; never be consumed. Never do you, or your audience any good.

Here are five keyword research tools. Use them.

These Eleven Plus One content tips are presented free of charge as a public service by

Web Content Rx