Jakob Nielsen raises an interesting point today that "active voice is best for most Web content, but using passive voice can let you front-load important keywords in headings, blurbs and lead sentences -- enhancing scannability and thus SEO effectiveness."
Writers Should Use Passive Voice
Nielsen shows how passive voice should be avoided and how it can be used effectively. As Web writers it is often easy to get fixed into a formula, particularly when it works, but looking at Web copy from a standpoint of SEO effectiveness often turns that formula on its ear.
Nielsen shows when your Web copy needs to grab the attention of people looking for something to act upon (to click, find, buy) making sure you put your keywords front and center requires many different tactics -- including, according to Nielsen, the passive voice.
This is a helpful post for anyone looking for ways to make their copy more effective for scanning and SEO effectiveness. Nothing passive here, check out Neilsen's latest article on Passive Voice Is Redeemed For Web Headings to learn more.
Excellent post, Paul. Great counterpoints! Thanks for adding your perspective here and allowing our readers to see both sides. :)
Posted by: Heather D | October 23, 2007 at 02:21 PM
While I agree with Nielsen that placing keywords at the beginning of a paragraph, headline, or blurb improves scannability, I disagree that writers have to resort to passive voice to accomplish it. If you're interested, I've demonstrated how on my blog, Active Voice (no kidding!):
http://www.avwrites.com/wordpress/?p=46
Cheers,
Paul Lagasse
Posted by: Paul Lagasse | October 23, 2007 at 01:47 PM