Write these headings and short descriptions with your readers in mind and, once again, Google will reward you.

3. Make your text links relevant and descriptive

A text link that says, “More...” or “Click here” or “Learn More...” tells reader nothing about destination page.

Visitors scan your text links in same way as they scan headings, subheads and short text. So provide them with clues. If you have an interior page about a weight-loss hypnosis service, write a link that says something like, “More on weight-loss hypnosis”.

Do this and you’ll be helping your readers a great deal. And yes, Google will reward you for your efforts.

>> Concluding thoughts...

By all means use a traditional style guide. They are great for getting your grammar right and choosing right words. That said, many of them conflict in their recommendations as to correct online terms. To some, a web site is a web site, to others it’s a website.

But back to Google as a style guide for a moment. This whole exercise, this make-believe about Google being a digital, interactive style guide is all about importance of writing for your readers.

Yes, what I have been talking about it using correct keywords and phrases in appropriate places.

However, too many people write their pages with Google as primary audience. I think that’s wrong approach. You get a clunky text flow that, intuitively, feels wrong to reader.

Instead, write with a clear understanding of what your readers need. Do this and you’ll find that best keywords fall into right places with an appropriate frequency.

And Google will reward you.