CONTENT
• Keep it simple, short, and straightforward.
• Don't be wordy - 450 total words per article are recommended for Search Engine Optimization.
• Use short sentences. Fragments are acceptable.
• Eliminate ‘busy' or unnecessary words.
• Avoid sales pitches and fluff and over use of industry jargon.
• Focus on one idea at a time.
• Be informative.
• Be direct.
• Be conversational.
• Use personal pronouns - You will benefit, you can expect vs. We do this, we do that
• Targeted articles - articles intended for specific audiences can be longer. Keep in mind that the number of bounces will increase but, so will the length of stay.

FORMAT
• Use a simple, logical structure.
Title - Subject - Support (video, photo, diagram) -Sub topic
• Titles clear, informative and clickable. Title should be no more 66 characters and include a call to action and a value proposition.
• No introductions. The first sentence or paragraph should get to the point. Approx 160 words or less.
• Use of bullets and subtitles and short lists to keep information scan-able.
• Capitalize the first word of each list or bullet item.
• Use links to point to related resources or more detailed information.

UPDATE CONTENT OFTEN
• Simply changing some headlines and posting fresh introductory copy on your home page does wonders.
• Review your ABOUT US content. Is this a cut and paste mission statement or brochure content from 5 years ago? Tell your audience why you do what you do and what your company stands for.
• Find other sources for fresh content. Subscribe to RSS feeds, license content specific to your industry or simply ask permission to use articles you find valuable as you come across them. Most authors respond in 24 hours and their requirements are easy to comply with.
• Post customer and employee feedback.

Remember, your audience is as busy as you are. Keep it simple. They will find your site if think about what they are searching for. They will get bored, frustrated and leave if you make them dig for the details no matter how nicely you dress them up. They will stay on your site only if it brings them value.