While technical aspects like keywords and backlinks dominate discussions, the way content is written can significantly impact its discoverability and effectiveness. One key element often overlooked is the use of active voice.

Stunning adverbs and exotic adjectives never redeem a mediocre verb. Whenever I edit for web, I quickly notice a writer that relies on adjectives to the detriment of their overall sentence structure. I suppose this is a quick way to inject some flavor into a dull sentence.

The blood test was in the morning becomes The painful, serious blood test was in the early hours of the morning. Yet, the sentence has hardly improved. The sentence structure builds on passive voice and the colorful language doesn’t improve this fundamental flaw. If the writer flipped the subject of the sentence to create active voice, the entire sentence would improve.

What is Active Voice?

Example: Dana ate the ice cream.

When you write a sentence in active voice, the subject is the one doing the action expressed by the verb. Learning to write in active voice requires you to learn strong verbs.

Types of Action Verbs

  1. Examples of physical verbs include walk, open, jump and speak. These are all things that the object or agent can do in the physical space.
  2. Some mental verbs include concern, decide, doubt, and feel. These are often activities guided by the brain or emotions.
  3. Writers can also use linking verbs to describe a state of being such as, appear, grow, look, and remain.

If you search for lists of action verbs, you can find limitless posts and graphics to prompt and inspire.

What is Passive Voice?

Example: The ice cream was eaten by Dana.

When you write in passive voice, the subject is the person or thing that is acted upon. These sentences rely on a form of the verb be:

  • is
  • are
  • was
  • were
  • been
  • etc.

In general, this makes the sentence less concise. Often, people struggle to understand passive voice sentences.

Why Search Engines Prefer Active Voice

Search engines base their algorithm around answering questions. A user types a query and the search engine aims to serve up the most useful results. They favor websites that serve the user by answering the question posed by their query.

Generally, search engines prefer active voice because it affects readability. Website user behavior favors easy-to-read content. Search engines pick up on this behavior using several metrics such as:

  • On-Page Time
  • Bounce Rate
  • Goal Completion
  • Pages per visit

If your website doesn’t perform well on these metrics, search engines realize that your text is poorly written. In return, it will favor other website’s content.

Obviously, that’s a simplistic summary. The key takeaway is to write for humans. You need clear, easy-to-absorb language on every post and page of your site. Otherwise, people will leave your site and find the information elsewhere. (Sending signals to search engines that your website doesn’t meet user’s needs).

Because of this, there are many tools and websites that guide writers in identifying passive voice. Then, you have the opportunity to correct it.

The Power of Active Voice in Search Engine Optimization (SEO)

Active voice is an essential tool for optimizing your content for search engines.

Clarity and Engagement

Active voice constructs sentences where the subject performs the action, resulting in clearer and more direct communication. For instance, “The cat chased the mouse” is more straightforward than the passive “The mouse was chased by the cat.” This clarity is crucial not only for human readers but also for search engines, which prioritize content that is easy to understand and engaging.

When content is clear and engaging, it naturally encourages users to spend more time on the page, decreasing bounce rates. Search engines recognize this behavior as a signal of quality content, potentially boosting your website’s ranking.

Improved Readability

Search engines like Google employ complex algorithms to evaluate content quality, and readability is a significant factor. Active voice contributes to better readability scores, which can enhance your content’s SEO performance. Text that is easier to read tends to retain readers’ attention, which can lead to increased time spent on your site and more interactions, such as shares and comments.

Enhanced Keyword Placement

Active voice allows for more natural and effective keyword placement. When constructing sentences in the active voice, the flow of text is more logical and fluid, making it easier to incorporate keywords seamlessly without disrupting readability. This strategic placement is crucial for SEO as it helps search engines understand the context and relevance of your content.

Greater Authority and Credibility

Active voice conveys confidence and authority, traits that are crucial for establishing trust with your audience. When your content exudes authority, it is more likely to be shared and linked to by other sites, increasing its authority in the eyes of search engines as well. This can lead to higher rankings and greater visibility.

When it is OK to use Passive Voice

Example: The bottle was left on the beach.

Passive voice is appropriate when you want to place emphasis on the act rather than the actor. You may also need to do it when the agent of the action is unknown. In news stories, journalists will use this for headlines (ex. Woman Attacked Near Park). For this situation, passive voice both creates a shorter headline and avoids specifics that the reporter may not be able to confirm.

Also, passive voice allows the writer to avoid placing responsibility. You see this in media coverage related to government, business and politics when it may be difficult to place blame on an individual or entity (or when the publication doesn’t want to place blame). In this case, passive voice makes the accusation less direct.

Finally, you may see passive voice in academic writing (particularly in Science and Technology fields).

How to Fix Passive Voice

Active Voice: John walked down the dirt road.

Passive Voice: The dirt road was walked upon by John.

You can fix passive voice sentence-by-sentence. Most of the time, you can simply flip the object and subject of your sentence. The result?

  • Concise thoughts
  • Quicker sentence pace
  • Higher readability

Your readers will thank you for this small yet, essential shift.

Incorporating active voice into your writing is a simple yet powerful way to enhance your SEO strategy. By improving clarity, readability, keyword placement, and authority, active voice helps create content that resonates with both readers and search engines. As you refine your content strategy, remember that how you say something can be just as important as what you say. Embrace the active voice and watch your SEO efforts flourish.

Additional Reading

 

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