Unread content is useless. Readability is key to determining who engages with your content, how much they benefit from it, and if they'll come back for more.
When writing for a webpage, one rule is essential: make it easy to understand. To achieve this, the text must be easy to read. There's no point in sharing information if people can't understand it.
What is content readability?
Content readability is about making your writing easy to understand and digest. It involves using clear language, organizing ideas logically, and presenting information in a user-friendly way.
According to a 2017 study in association with the National Center for Education Statistics: 54% of adults in the US struggle to read at the ninth-grade level or greater.
Key aspects of readability include:
- Simple words and short sentences
- Well-structured paragraphs
- Clear headings and subheadings
- Use of bullet points and lists
- Appropriate white space
- Consistent tone and style
Readable content effectively conveys information so your reader learns something new, makes a discovery, or solves a problem. Unreadable content fails to do all of this.
Good readability helps readers quickly grasp your message without struggling. It's not about oversimplifying content, but rather presenting information efficiently.
How do you measure content readability?
Measuring content readability is like checking how easy it is for people to understand your writing. It could be objective and subjective. It’s based on an individual’s reading level and intelligence, There are several simple ways to do this:
- Websites and apps like Hemingway Editor, Grammarly or Similarity detector can check your text and give you a readability score. They often highlight hard-to-read sentences too.
- Get a few people to read your content and tell you if they found it easy to understand. This can give you real-world feedback.
- Count the words in your sentences. Shorter sentences are usually easier to read.
- Look at paragraph size, smaller paragraphs are less overwhelming for readers.
- Counting syllable words with fewer syllables are generally easier to understand.
- Use the Cloze test, remove every fifth word from your text and ask people to fill in the blanks. If they can do it easily, your content is likely readable.
- Or Use readability formulas; these are special calculations that look at things like word length, sentence length, and how many complex words you use. Some popular ones are:
- Flesch Reading Ease Score
- Flesch-Kincaid Grade Level
- Gunning Fog Index
- Coleman-Liau Index
- SMOG Index
Why Readability Matters in SEO
Readability matters in SEO for reasons that go beyond just making your content easy to understand. Here's why it's so important:
- Brain-friendly content: When your writing is easy to read, people's brains don't have to work as hard. This means they're more likely to keep reading and remember what you've said. Search engines like Google notice when people spend more time on your site, which can boost your rankings.
- Featured snippets: Google often displays a snippet of text at the top of search results to answer questions quickly. Clear, readable content has a better chance of being chosen for these coveted spots.
- Mobile-first indexing: With more people using phones to browse the web, Google now looks at mobile versions of websites first. Readable content is especially important on small screens where long, complex text can be off-putting.
- Reducing bounce rates: When visitors find your content easy to read, they're less likely to leave your site quickly. Lower bounce rates signal to search engines that your site is valuable.
- Encouraging social shares: People are more likely to share content they understand and find useful. More shares can lead to more backlinks, which are great for SEO.
- Accessibility: Readable content is more accessible to people with learning disabilities or those reading in a second language. This inclusivity can expand your audience and improve your site's reputation.
- User signals: Search engines pay attention to how users interact with your site. Readable content often leads to positive user signals like longer visit times and more page views.
- E-A-T factors: Expertise, Authoritativeness, and Trustworthiness (E-A-T) are important for SEO. Clear, readable content can help establish your expertise and build trust with readers.
By focusing on readability, you're not just making your content easier to understand – you're also giving your SEO efforts a significant boost in ways that aren't always obvious. It's a win-win for both your readers and your search rankings.
How to Improve Content Readability
Improving content readability is all about making your writing clearer and easier to understand. Here are some simple ways to do it:
- Break up long sentences into smaller ones. This makes your ideas easier to follow.
- Pick everyday words over fancy ones. If a shorter word means the same thing, use it.
- Write at a level that suits the people you're trying to reach. Don't use jargon they might not know.
According to the survey: 85% of people understand information written at an eighth-grade level.
- Use paragraphs, headings, and bullet points. This gives readers' eyes a break and makes information easier to find.
- Write like you're talking to a friend. This makes your content more engaging and relatable.
- Use active voice sentences like say "The dog chased the cat" instead of "The cat was chased by the dog." Active voice is usually clearer.
- If you need to use complex terms, explain them in simple words.
- Use pictures, charts, or videos to help explain your points. This can make your content more interesting and easier to understand.
- Use transition words like "however," "also," and "for example" help connect your ideas smoothly.
- Try a readability checker online. They can give you tips on how to improve.
Common Readability Mistakes to Avoid
Let's dive into common readability mistakes to avoid. These errors can make your writing harder to understand and less engaging for readers.
1. Using too much jargon
Jargon is special words used in specific fields. While it's fine for experts, it can confuse general readers. Instead of saying "utilize," just say "use." Keep it simple unless you're writing for a specialized audience.
2. Writing long, complex sentences
Huge sentences with many ideas can overwhelm readers. They might lose track of your point. Try to keep sentences short and focused on one main idea. If a sentence is too long, break it into two or three.
3. Creating big blocks of text
Large paragraphs can look scary on the page. They make readers feel tired before they even start. Break your text into smaller chunks. Aim for 3-4 sentences per paragraph at most.
4. Forgetting about structure
Writing without a clear structure is like giving directions without a map. Use headings and subheadings to organize your ideas. This helps readers follow your thinking and find information easily.
5. Overusing passive voice
Passive voice can make your writing unclear. "The ball was thrown by John" is less direct than "John threw the ball." Use an active voice most of the time to keep your writing clear and lively.
6. Neglecting transitions
Jumping from one idea to another without connecting them can confuse readers. Use transition words or phrases to show how your ideas relate to each other.
7. Using too many acronyms
While acronyms can save space, too many can turn your writing into alphabet soup. Always explain an acronym the first time you use it, and don't use too many in one piece of writing.
8. Ignoring your audience
Writing without considering who will read it is a big mistake. What's easy for a college professor might be too hard for a high school student. Always think about your readers and write at a level they'll understand.
9. Being too formal or too casual
Finding the right tone is important. Being too stiff can make your writing boring, while being too casual might not seem professional. Aim for a friendly, conversational tone that still sounds knowledgeable.
10. Not using examples
Abstract ideas can be hard to grasp. Using examples or analogies can make complex concepts easier to understand. They give readers something concrete to connect with.
11. Overcomplicating simple ideas
Sometimes, writers try to sound smart by making simple things complex. This usually backfires. If you can explain something simply, do it. Your readers will thank you.
12. Not proofreading
Spelling mistakes, grammar errors, and typos can distract readers and make your writing hard to follow. Always take time to review and correct your work.
Balancing Readability and SEO
Balancing readability and SEO is about creating content that's easy for both people and search engines to understand. The goal is to write in a way that engages your readers while also helping your content rank well in search results.
Start by focusing on clear, simple writing. Use everyday language and keep your sentences short. This makes your content easy to read, which is good for both people and search engines. Don't worry about using exact keyword phrases over and over. Instead, include related words and topics naturally in your writing.
Focus on creating high-quality, helpful content. Organize your content well. Use headings and subheadings to break up your text. This helps readers scan your content quickly and also shows search engines the structure of your ideas. Include important keywords in these headings when it makes sense, but don't force them.
Add useful links to other pages on your site. This helps readers find more information and shows search engines how your content is connected. Use clear, descriptive words for your links instead of just saying "click here."
Conclusion
Content readability is crucial for both your audience and SEO success. By creating clear, easy-to-understand content, you're not just helping your readers - you're also improving your chances of ranking well in search engines.
By focusing on readability, you'll create content that engages readers, keeps them on your page longer, and encourages them to share. This, in turn, sends positive signals to search engines, potentially boosting your rankings.