You can omit articles and other parts of speech unnecessary for the context. Ensure that the headline make sense also outside its context and contains the main search of page. Lead. The lead is on the Web even more precise and less than in newspapers. Often, a single sentence must comply with. So in a few words to summarize the central message of the text and answer the central questions what and who.
It is also possible to start the lead with a quote. Keep in mind, also, that the most important keywords in the first 50-100 words of lead and body should occur to positively affect the search engine ranking. Body and subheads. Divide the text into manageable and short paragraphs, discuss only one thought per section and put an Intertitle, which succinctly summarizes its contents in each section. Important is to place the various sections as far as possible on one side, so that the reader can scan the articles as a whole. Highlights.
Highlights are stylistic, which improve the scanning of the text. The reader can detect faster the information content of the text and find your way better at second reading. Fat markers are suitable to do this very well, they should be used, but only selectively. Fat marked terms by the way signal search engines are key building blocks of text. Other options include tabular lists with period character or summary guidelines at the beginning of a section. The latter replace the intertitles and can be effective, but rip the homogeneous reading of a text post, since they are stored in the body as a lead. You should not use the Web underlines, italics, colored markers, and different font sizes in the scrolling text. Text length. Short and precise texts are much better absorbed by the readers extravagant pronouncements. As a general rule: be on the Internet published texts should only half as long as those that are published on paper.