“Writing for the Web requires careful planning. Your content needs to fit well within the context of your website. When a reader finds your content, they need to be able to scan it quickly. That’s what metadata is about. In order for your website to be found, you need to write for how people search.” Gerry McGovern
—Writing for the Web Part 2McGovern.com)
Second of two parts. Haven’t read it yet, but I liked part 1, so here you go.