9.10.2017 Skills and knowledge
Writing for the Web. The 4x4 Rule for Content Optimization
Bartłomiej Dwornik
How do you craft a Google-friendly title, what’s the ideal article length, and how often should you use keywords? A guide for those writing for websites.
Poczytaj artykuł
w wydaniu polskim
image: bing.com/createContent is key for the reader. If they find valuable and interesting information, they`ll read it through. However, with over 90% of Polish internet traffic coming from Google (as reported by Gemius), cutting through the competition is essential. Here’s where SEO (Search Engine Optimization) steps in. Is it really worth focusing on? Absolutely. Over 90% of Google-driven traffic comes from the first page of search results.
SEO and the 4x4 Rule: People vs. Machines
Journalists new to the web, or those transitioning from print to digital, often overlook an important aspect. While they’re writing for people, they first need to convince the algorithm to display their content. Without this, even the best article may go unread.
Many SEO principles exist, but here are the basics journalists and bloggers can control:
- Creating effective article titles,
- Determining the ideal article length,
- Understanding and using keywords effectively.
These are the most frequent questions from participants in my SEO workshops for journalists and companies creating their own online content. From these inquiries emerged the easy-to-remember 4x4 rule.
Article Titles and the First Four Words
The article title is crucial. It has the biggest impact on whether Google displays the content to a searcher. The more relevant to the search query, the higher the chances of ranking well. When brainstorming a title, put yourself in the reader’s shoes and think of the word combinations they might use to search. Place those words at the beginning of the title, following the 4x4 rule: the first four words are the most important.
This approach may limit poetic titles, but with some practice, you can work around it. Try splitting the title into two parts: the first part for the algorithm, using keywords, and the second to intrigue the reader.
Article Length: How Many Characters to Write
SEO guidelines suggest a minimum article length of about 300 words or 1,500-2,000 characters with spaces. Many text editors track character count, but the 4x4 rule offers additional guidance. One tip is to keep each paragraph around four lines on a computer screen.
Such paragraphs read easily, don’t overwhelm, and fit well on mobile screens—a crucial consideration as more users access the web from mobile devices than from desktops.
A four-line paragraph typically holds around 400 characters, depending on the webpage’s width. Therefore, an article needs at least four such paragraphs. This is the third part of the 4x4 rule: the minimum of four paragraphs helps ensure that the search engine notices the article.
Keyword Frequency in the Article
The key rule on keyword density is: don’t overdo it. Experts disagree on the exact threshold, ranging from 5% to 8%. Too high a density risks marking the article as spam, leading to lower rankings or even removal from Google’s search results.
The safe and effective range is 1-2% keyword density. In our minimalist example of 300-400 words, that means… precisely four times. Remember the reader, though—keywords should feel natural and unobtrusive, with variations where they make sense.
Lastly, remember that SEO guidelines aren’t dogmas. Journalists, bloggers, and product description writers don’t need to follow them rigidly. The rules help achieve better rankings, but content remains the priority.
For more information on SEO and optimization (and more), visit our trainings. Workshops to go, anytime and anywhere.
COMMERCIAL BREAK
New articles in section Skills and knowledge
Preschoolers Expose Hypocrites. Findings from SWPS University
ekr/ bar/
Even preschool children are able to recognize hypocrites, whom they rate worse than other people who break the rules, researchers from SWPS University in Poland demonstrate. Caregivers should therefore pay attention to whether their actions are consistent with their declarations, because children are careful observers of moral integrity.
It's Easier to Lie and Swear in Foreign Language. Here is Scientific Proof
Ewelina Krajczyńska-Wujec
A decision made based on data presented in a learned foreign language may be different than if you made it based on data in your native language. Language changes the intensity of felt emotions, and it affects the ability to analyse problems and choose solutions, according to research by Rafał Muda, PhD.
Video, Photo, or Text? What Really Works in Social Campaigns
KFi
Can ecology go viral? How can complex environmental issues be communicated in an engaging and effective way? A study by Wenye Mao and Yuko Nishide from Tohoku University analyzes two elements of narrative strategy: the type of medium (posts, posters, videos) and the mode of storytelling (individual vs. group).
See articles on a similar topic:
On TikTok, Music Rules. Three Tips from an Expert on How to Leverage It
BRM
Music dominates TikTok – more specifically, well-chosen music, as it often determines the success of a video, educational campaign, or advertisement. How should a company select music for TikTok content? Tips from Wojciech Psiuk, music supervisor from Sirens.
How Information is Created?
Agnieszka Osińska
The media construct the world for us - the audience. However, most viewers, listeners, or readers do not have direct access to the issues discussed in the reports.
Sarcasm in Communication. A Study by INSEAD Researchers
Krzysztof Fiedorek
Sarcasm can be a valuable tool in interpersonal communication, but its effectiveness depends on the context and the relationship between the sender and the receiver. Researchers at INSEAD have shown that well-utilized sarcasm can be a powerful asset in business language and advertising.
How to Write an Article That Google Loves and People Understand
Bartłomiej Dwornik
The order of priorities in this guide's title is intentional. In 2024, to reach a larger audience, you must first convince the algorithms to display your content to readers. First - the article must be factually sound. Second - it should look appealing and be easy to read. We’ll focus on the latter.
