Recommendation: Use Passive Voice in Web Headlines

by Dan Blank on October 23, 2007

Jakob Nielsen recommends using passive voice in web headlines, since the first two words of the sentence are far more likely to be read by your audience:

“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. This enhances scannability and thus SEO effectiveness.”

(Thanks to Seth Rosner for the link!)

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