Good content must have certain characteristics. These are not necessarily imposed, but if they are respected, there is a great chance that the final text will bring those results that everyone expects. In the first part of this article we told you about structure, relevance and utility, and the second part included credibility and topicality. We continue this series with ease of finding and scanning.

5. Ease of finding

I believe that the dream of every content writer is that the texts/articles written by him are easy to find and appear in the first results when searched on search engines. For this it is important to build some kind of network. Have I told you before that the job of a content creator is not just to write content until it gets stuck in words and has no more inspiration? That is, a content creator needs to know more things to be able to make the most relevant text. This is where SEO, Social Media, Link Building and a little bit of how a website works comes in. All this is necessary for the texts/articles to be linked to each other and to be easy to find. But how can you easily find content?

• Internal links – those through which you link one article to another or send from certain sections to pages
• External links – when others link to your content
• Internal search – that search box is very important
• Internal navigation – site architecture
• Bounce Rate – the higher this number, the less people stay on the site, and this should be avoided

The moment you manage to find a balance between the things listed above, you can be sure that what you wrote will be found. Or there’s Klain for that

6. Scannability

Do you remember when I said that people no longer read online, but rather scan? This statement still holds true and will probably never go out of style . And then if people tend to scan our content, how do we manage to get their attention? It’s simple, but some adjustments need to be made to the text.

Imagination exercise: think that you have in front of you a text of 1000 words, without any spacing/subtitles/highlights. Now think of a text of 1000 words, but which is divided into sections, has highlighted subtitles and can also contain some images. Which one would you read the first time?

Probably 99% would say the second text, and that’s just because it seems more airy, easier to read and more attractive. How can we help content be more appealing to the reader?

• We break the content into several pieces – we segment the content and add subtitles if needed
• We make categories, subcategories or lists inside the text
• For long articles we can make a summary at the beginning
• We put the most important information at the beginning
• Add spaces between paragraphs

These would be some of the most important tricks when it comes to scannability and keeping readers on the page and site. No one said that the job of a content creator is easy, but for that there are specialized agencies.