April 17th, 2010 by Susie

As has been written many times, the experience of reading on the net is quite different from the arguably more pleasant one of reading from a paperback. It is not just that it is potentially more expensive to spill coffee on a laptop than on a cheap volume. More seriously, the glare of a computer screen and the typically less relaxed sitting position mean that most people are in a much greater hurry to find the relevant parts of an online article than they are to progress through complex literary classics, like Moby Dick, for example.

The list is an effective way of adapting SEO content to the needs of a user. There are several ways in which a list can work well with the delivery of what users typically desire.

•    The user does not always enjoy struggling and wants to find information quite quickly,
•    The eyes of a user often scan the screen in a zigzag way, rather than going word by word along a line,
•    The list provides information in nugget form which is easier to take on board,
•    A user might want a writer to get straight to the point, instead of going on a more rambling journey and the list helps with this.

However, some users may prefer for information to be conveyed in brief paragraphs, with or without subheadings. They may be alienated by the list format for several reasons, which is why a balance is essential for SEO with neutral appeal.

•    The number of lists featured in blogs can cause ennui,
•    A list can tend to make SEO copywriters oversimplify their arguments,
•    The user who appreciates subtle prose may find points made in lists impossibly dull,
•    Users are diverse and their tastes with regards to lists are similarly diverse,
•    Some users might feel irritated by the way putting things in a list can seem to be an attempt to claim authority for the points made.

While there are powerful arguments which can be made for and against the employment of lists, the persistent popularity of the list means that for most users the positive features of the list outweigh any negative aspects of the format. Despite the consensus in favour of lists for search engine optimization, it is important that the less favourable opinions with regards to lists are not neglected. A list should never be employed just for the sake of it. Nor should it be the case that lists are used too often because a segment of any target audience will not be satisfied with this.

In other words, the usage of the list needs to be rationed. Not in a formulaic manner, perhaps, but rationed all the same. It is always important in the production of SEO content that there is a sustainable balance: in form, in style and in content. If a copywriter turns out too many pieces in a similar vein, with respect to either of these aspects, the consequence will be disgruntled users. Disaffected users can swiftly seek what they want on an alternative site.

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