menu szukaj
Weekly Online Magazine
ISSN 2544-5839

new articles each monday
zamknij
Work In Media

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.

Writing for the Web: The 4x4 Rule for Content Optimizationimage: bing.com/create

Content 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.

advertisement

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.

Share the article:

dodaj na Facebook prześlij przez Messenger dodaj na Twitter dodaj na LinkedIn

COMMERCIAL BREAK

See articles on a similar topic:

Traditional Media Still Plays a Key Role in PR

Flor Calveiro
The latest trend research from Worldcom PR Group EMEA has shown that, despite the growing importance of social media, the position of "traditional" media remains steadfast and continues to play a key role in public relations activities.

Betteridge's Law: Is Every Headline with a Question Mark a Gimmick?

Krzysztof Fiedorek
Betteridge's Law is a journalism hypothesis suggesting that any headline ending with a question mark can be answered with “no.” This rule applies to yes-or-no questions. It wasn’t actually created by Ian Betteridge and… it’s mostly untrue.

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.

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.

How ChatGPT, Google Gemini, and Other Large Language Models Work

Krzysztof Fiedorek
These powerful algorithms can generate text, translate languages, write various types of creative content, and answer your questions in a way that often feels like a conversation with a person. But how is it possible for a machine to mimic human intelligence so well?

Readability: Tools for Journalists to Enhance Text Clarity

Bartłomiej Dwornik
Even the most substantive content must be presented in an accessible and visually appealing way. First, so the reader can understand it. Second, to be easy on the eyes. In both cases, machines can help. Here are some tools for measuring text readability that every journalist might find useful.

Common Mistakes in Creating Content for Websites

Bartłomiej Dwornik
What mistakes should you avoid at all costs to ensure that the often costly work of attracting traffic from Google doesn’t go to waste? Check out the insights from experts asked by Interaktywnie.com in the recently published report "Search Engine Marketing."

More in the section: Skills and knowledge

community

Facebook LinkedIn X Twitter Google RSS

Work in media

United States
New York • Washington DC • Los Angeles • Chicago • Houston • Phoenix • Philadelphia United Kingdom
London • Birmingham • Manchester • Liverpool • Glasgow • Edinburgh Canada
Toronto • Ottawa • Monstreal • Calgary Australia
Sydney • Melbourne • Brisbane • canberra Ireland, New Zealand, India

advertisement





Reporter shopping

Reporter shopping

Affordable laptops, notebooks and netbooks
Affordable laptops, notebooks and netbooks
for writing
Digital SLR and compact cameras
Digital SLR and compact cameras
for photographers
Books and e-books about media
Books and e-books about media
for reading
Video drones and flying cameras
Video drones and flying cameras
for pilots
Gimbals for stabilizing video
Gimbals for stabilizing video
for those on the move
Software and apps for creative work
Software and apps for creative work
for digital creators
More occasions

advertisement
Read books and e-books

Read books and e-books

Okładka Media Control. The Spectacular Achievements of Propaganda
Media Control. The Spectacular Achievements of Propaganda
Okładka The 40-Day Social Media Fast
The 40-Day Social Media Fast
Okładka Mass Communication: Living in a Media World
Mass Communication: Living in a Media World
Okładka Beyond The Feed: A Social Media Success Formula
Beyond The Feed: A Social Media Success Formula
Okładka Trust Me, I`m Lying: Confessions of a Media Manipulator
Trust Me, I`m Lying: Confessions of a Media Manipulator
Okładka Hate, Inc.: Why Today`s Media Makes Us Despise One Another
Hate, Inc.: Why Today`s Media Makes Us Despise One Another
more books and e-books

Reporterzy.info

More about us

Our tools and services

Contact


© Dwornik.pl Bartłomiej Dwornik 2oo1-2o24