Standfirsts touted as “surprisingly important”
Well written and positioned summary paragraphs important to search engines and visitors alike.
When designing a website for business, some internet consultants may propose the use of standfirsts – or summary paragraphs – in the presentation of web copy.
Standfirsts are generally the text between the headline and the main body of the text on editable websites. According to e-consultancy, these are often overlooked at integration stage but are “surprisingly important” to the success of any company site.
According to the website claims, this is due to a number of reasons. One benefit of a quality standfirst is that it is often the section of the text that will be picked up by search engines – and so search engine optimisation specialists may like to consider such a layout when adding sticky content to a webpage.
As well as a high website ranking, another potential advantage for companies relates to click-through. “If it’s written to be engaging, on-brand and informative, it’s likely to increase your clickthrough rate, or at least to raise the quality/targeted nature of your traffic,” recommended e-consultancy.
Google – which, as the world’s largest search engine, is perhaps the main target that SEO consultants are concerned with – uses more than 200 assessments of a webpage to decide whether it is relevant to a search, the Guardian claims.
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