General guidelines for web writing

Boost your Google ranking and keep visitors

Content
1. HOW TO PLAN YOUR WEB PAGE. Prepare keywords before writing the page content. Think about
the words users would type in Google search to find your pages and put them on your list of keywords.
The text on your page must contain those words.
2. HOW TO WRITE FOR THE WEB. Content should be written compactly, clearly and concisely,
including all keywords and avoiding long confusing or general statements. Use SHORT meaningful
sentences where possible.
3. PAGE STRUCTURE. Get to the point at the beginning. The page should start with an information
summary (1 paragraph brief abstract), delivering all key points of the page content providing an option
(links/sub-titles) to read more further along.
4. CONTENT LAYOUT. Content should be modular, broken into blocks/paragraphs with max 4-5 lines
long with short titles for each paragraph (if possible) containing the keywords.

Images
Captions should be included where possible (incl. keywords)

Explicit filenames:

Best: magnetic-field-along-galactic-plane _700x315.jpg

To be avoided: IMG00023.JPG

Image description

Best: <alt="The magnetic field along the Galactic plane. ">

To be avoided: <alt=" The magnetic field along the Galactic plane. The image portrays the interaction
between interstellar dust in the Milky Way and the structure of our Galaxy's magnetic field. Credit: ESA-
Planck Collaboration, by Marc-Antoine Miville-Deschenes.">

NB Short image descriptions are not always possible on the JBCA site – as is the case on the example
image on this page, where a credit must be given and the text is necessary to explain the image.

Example of content template

Write a List of keywords: keyword 1, keyword 2, keyword 3, keyword 4, keyword 5, keyword 6, keyword
7, keyword 8

Write the content: based on keywords

TITLE 1 keyword 1, keyword 2

Lorem ipsum dolor sit amet, consect etuer adipiscing elit, sed diam non ummy nibh euismod tincidunt ut
laore et dolore magna aliquam erat volutpat. Ut wisi keyword 1 ad minim veniam, quis nostrud exerci
tation keyword 8. Et iusto odio keyword 2 qui blandit prae sent nulla facilisi. Lorem ipsum
dolor keyword 7 elit, sed diam nonummy nibh euismod keyword 3 ut laoreet dolore magna aliquam erat
volutpat.

TITLE 2 keyword 3, keyword 4

quis nostrud exerci tation ullamcorper sus cipit modo consequat. Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam keyword 3 nibh euismod. keyword 5 ad minim veniam. Et iusto odio keyword
4 qui blan dit. aug ue duis dolore te feugait nulla erat fac ilisi. Lorem keyword 5 keyword 6 amet, te
consectetuer adipiscing elit, sed diam. Sed diam keyword 7 nibh euismod wisi tincidunt ut keyword
8 dolore magnat.