Websites are for your visitors; it is always recommended to write content for the visitors, and not for the search engines. It is true that you have to keep a few parameters in mind while writing web page content; otherwise, search engines will not be able to send traffic to your website. But that should not be your sole objective.
It is the reader who goes through the website content and then buys the product or service you are selling. So write for them, address their requirements and make the content presentable and informative so that they find it appealing and helpful.
Few suggestions to make your content useful for visitors and crawlable for search engines as well:
1] Divide the content into different headings and subheadings.
2] Use tag to define the heading.
3] Use and so on to define the sub-headings.
4] Keep the paragraphs short – long paragraphs are difficult to read.
5] Keep the sentences short. Simple and short sentences are easy to read online.
6] If you are using images on the page, make sure the image has proper alt attribute and title attribute. This will help people understand the content of the page even when the image does not load.
7] If you are using video or audio files on the website, have a transcript available. Readers who are physically challenged will find it helpful indeed.
8] Use readable font size and font color.
9] Make sure you are using a soothing color combination. Font color should match with the background color.
10] Link to other pages of your website where relevant information is available. Interlinking is good for search engines and useful for readers too.
11] Make sure the page content has the terms that your readers may use to search the service or product that you offer.
If you want to add something more to this list; feel free comment. Let’s build up the best content writing guideline here.