Optimizing Writing for the Web

by Martin Wiles @LinesFromGod

I noticed the acronym SEO when I started using a program to manage a friend's website. But what did it mean? I soon discovered that optimizing writing for the web is critical if we want people to see what we write, which stands to reason if we put it on the web. 

I decided to research the acronym and discovered it stands for search engine optimization. I knew what a search engine was and that optimizing meant making something the best it could be for its intended purpose. But what did that have to do with writing a post?

Sure, some of our writing entails self-catharsis, but we want others to benefit from it, too, especially if it somehow relates to promoting God’s kingdom. However, we must ensure a few things exist for prime optimization. 

A Checklist to Optimize Your Writing for the Internet

WATCH THE TITLE

Our post's title should reflect the writing's theme and ideally should be found in the first paragraph and at least two to three other spots in the writing. (Note that my title is in the first paragraph.)

WATCH SENTENCE LENGTH

Shorter sentences are ideal—twenty words or less. At the same time, we don’t want our shorter sentences to sound like choppy first-grade writing, so we must write them smoothly. 

WATCH CONSECUTIVE SENTENCES

We should have no more than two consecutive sentences that begin with the same structure.

WATCH THE THERES, HERES, AND ITS

When possible, avoid beginning sentences with there, here, or it—often followed by a form of the verb be (am, is, are, was, were, be, being, been). This structure makes for weak sentences. 

WATCH THAT PASSIVE VOICE

This is a biggie. When possible, avoid passive voice. Let the subject do the action. “John ate the cake” is always better than “The cake was eaten by John.” 

WATCH THOSE TRANSITIONAL WORDS

Paragraphs—and perhaps sentences within paragraphs—need transitional words so that one sentence flows smoothly into the following sentence and one paragraph transitions well into the next. 

WATCH THOSE SCANNABLES

Finally, our writing will benefit from bullet points or all-caps headings. We live busy lives, and many readers scan rather than read every word in a post. 

When the above is in order, the SEO analyzer will give a green light, meaning a search engine will more easily discover the writing—a good thing for us writers. 

Now to Paul, who said, “Work willingly at whatever you do, as though you were working for the Lord rather than for people” (Colossians 3:23 NLT).

As Christ-followers, we, too, should optimize ourselves to do our best at living for Christ and doing his work, of which writing might be a part. Paul says to work willingly at what we do, whatever that might be. But how?

Jesus encapsulates the answer in his two greatest commandments: love God fully and others sacrificially. Loving God entails preparing ourselves for holy living because God requires this. Sin offends him. Disciples strive to live holy lives that reflect the nature of our heavenly Father. Loving others means overlooking many imperfections and seeing them as valuable because God created them in his image. 

Holiness should be the theme of our lives, but we should not be so consecutive as to be legalists. We should avoid some things and always be active in God’s work. Additionally, we should easily transition from one life event to another without discouragement or depression because we know God controls our lives and will work all things together for our good and his glory. As people scan our lives, they should see moral living that reflects God’s character. 

Now, think of what would help you optimize your life and writing so you can offer God your best.

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Optimizing Writing for the Web from Martin Wiles (@LinesFromGod) on @EdieMelson (Click to Tweet)

Martin Wiles lives in Greenwood, SC, and is the founder of Love Lines from God. He is a freelance editor, English teacher, pastor, and author. He serves as Managing Editor for both Christian Devotions and Vinewords.net and is an instructor for the Christian PEN (professional editor’s network). Wiles is a multi-published author. His most recent book, Hurt, Hope and Healing: 52 Devotions That Will Lead to Spiritual Health, is available on Amazon. He and his wife are parents of two and grandparents of seven. He can be contacted at mandmwiles@gmail.com.