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.

Why Active Voice is Better Than Passive Voice for Search Engine Optimization

The debate about the effectiveness of active voice versus passive voice continues to be a significant topic. Understanding how each voice functions and the impact they have on readability and SEO can help you create more engaging content that ranks higher on search engine results pages (SERPs).

Understanding Active and Passive Voice

Before diving into why active voice is often favored for SEO, it’s essential to understand the difference between active and passive voice.

  • Active Voice: In sentences using active voice, the subject performs the action stated by the verb. For example, “The writer explains the concept clearly.”
  • Passive Voice: In passive voice sentences, the subject is the recipient of the action. For example, “The concept is explained clearly by the writer.”

Benefits of Active Voice for SEO

1. Improved Readability

Active voice generally makes sentences clearer and more direct. Readers can easily identify the subject and action, which enhances comprehension. Content that is easy to read is more likely to engage users, reducing bounce rates and increasing time spent on a page—both of which are factors that can positively influence SEO.

2. Enhanced User Engagement

Content written in active voice tends to be more dynamic and engaging. Active sentences build a more vivid picture in the reader’s mind, capturing their attention and encouraging them to continue reading. Higher engagement leads to better user interaction metrics, which search engines consider when ranking content.

3. Keyword Optimization

SEO relies heavily on strategic keyword placement. Active voice allows for more straightforward sentence structures, making it easier to incorporate keywords naturally without awkward phrasing. This natural integration helps improve the content’s relevance to search queries.

4. Increased Clarity and Precision

Active voice eliminates ambiguity, making the subject and action clear. This precision is beneficial for search engines attempting to understand the context and relevance of your content. Clear content helps search engines index your pages accurately, improving the likelihood of appearing in relevant search results.

5. Stronger Call-to-Action (CTA)

Effective CTAs are crucial for guiding users towards a desired action, such as signing up for a newsletter or making a purchase. Active voice creates a sense of urgency and clarity, making CTAs more compelling. For example, “Download the guide now” is more direct and impactful than “The guide can be downloaded now.”

Active Voice Vs. Passive Voice

Active Voice: James ate the burger.
Passive Voice: The burger was eaten by James.

When you write a sentence in active voice, the subject is the one doing the action expressed by the verb. By contrast, passive voice makes the subject into the person or thing that is acted upon. These sentences rely on a form of the verb be:

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

People struggle to understand passive voice sentences. The sentences are less concise.

Why Search Engines Prefer Active Voice

Search engines algorithms aim to answer user questions. First, a user types a query. Then, the search engine aims to serve up the most useful results. Search engines favor websites that provide the best answer to the question posed by a query. This is why there are many tools and websites that guide writers in identifying passive voice. Then, you have the opportunity to correct it.

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 another website’s content.

Obviously, that’s a simplistic summary. The key takeaway is to edit for humans. Write clear content on every post and page of your site. Otherwise, people will leave your site and find the information elsewhere. Search engines will penalize you for this behavior.

How to Fix Passive Voice

Active Voice: Megan swam in the water.
Passive Voice: The water was swam in by Megan.

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.

Then, 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

I suggest this frequently as part of my SEO services in Lynchburg VA. Your readers will thank you for this small yet, essential shift.

While passive voice has its place in writing, particularly when the action’s recipient is more important than the doer, active voice tends to be more effective for SEO. By enhancing readability, engagement, and clarity, active voice aligns well with search engine algorithms that prioritize user experience. As you craft your content, consider the benefits of active voice to boost your site’s SEO performance and connect more effectively with your audience.

Additional Reading

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