Lizardking Designz: Scannability
Users tend to scan text and pick out keywords, sentences, and paragraphs of interest.
Structure articles with two or even three levels of headlines such as a general webpage header plus subheads – and sub-sub-heads when required.
Use emphasis and highlighting to make Keywords catch the user’s eye as well as spiders.
Coloured text can also be used for emphasis, and hypertext anchors for example blue and underlined.