Jan 31 2009
One Choice for Passive Voice
Most people will tell you to use an active voice for web content. I’m about to tell you differently, at least for your titles. By using the passive voice you are able to include the vital keywords in your headings as the first or second word. This is the only time a passive voice should be used. Doing this enhances both SEO effectiveness and scannability. Both are vital to the life of any website.
When you are writing the actual content you need the most positive and active voice available. By using the active voice you are speaking in a way the reader can easily understand. The same is true when speaking in a positive voice. Thus sentences need to be simple, clear and active.
Example:
Jack excitedly pounced on the table.
Vs
The table was excitedly pounced on by Jack.
Easier to read and comprehend the first without thought. All of your web work should be so clear.
