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Creating high-quality content is more important than it's ever been, thanks in part to the recent infamous algorithm updates by Google.

Now, when creating a blog post, article, or any other written content, you must make sure that it's not only highly relevant to your audience but also specifically tailored for them—its language, in particular.

For example, if you're creating a post for a site that gives advice to parents, the post is naturally going to be a lot less formal than if you're creating a post that sets out analyst forecasts and discusses them. The language that you use will be different, as will the readability factor. Before you begin writing, then, it pays to know your audience.

Some Best-Practices for Writing for the Web

Writing for the Web uses skills, language, and design elements that are different from those used for print. Before we discuss readability, let's have a look at a few of the basics of text for the Web:

  • You should use white space. Keep paragraphs short, no more than six lines, and ensure there is clear white space between each.
  • Use shorter words and sentences, depending on your target audience.
  • Use language that is known to the target audience. When writing for technology or corporate markets, for example, some jargon might be necessary.

Flesch-Kincaid Readability Scoring

Flesch-Kincaid was developed by Austrian-born Rudolf Flesch, who fled to the US to avoid the Nazi invasion. He was a readability expert who studied law in his home country before going on to graduate from Columbia University with a PhD in English.

Flesch was also a writing consultant and created the Flesch Reading Ease test, and he was the co-creator of the Flesch-Kincaid readability test. He was one of the earliest proponents of writing in plain English.

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image of Grant Draper

Grant Draper is a writer with a love for business and startups, and a content marketing manager at Heating Force. Connect with him via email: grant@grantdraper.co.uk.

LinkedIn: Grant Draper

Twitter: @Grant_A_Draper