Readability and SEO: How To Write Content That’s Easy To Read (and Rank)

As a content creator, you've got a lot on your mind every time you sit down to write. Finding reputable sources, figuring out where to put that oddly phrased keyword, racking your brain for comma rules — it's a lot to juggle. As you obsessively write and rewrite, sometimes it's easy to forget that real people will actually read your content. 

Creating readable content is more than a writing preference. It's critical for on-page search engine optimization (SEO) and user experience (UX). When you produce clear, scannable content, readers are more likely to understand and engage with it. Search engines also reward quality content by ranking it higher in the search results pages (SERPs). 

Of course, readability involves more than fixing typos and adding bullet-point lists. This guide breaks down the benefits of readable content writing, from higher rankings to more appearances in AI-driven search, and shares practical tips to improve readability.

What Readability Means in an SEO Context

"Write at a sixth-grade level" is one of the most frequently repeated SEO writing tips. But SEO readability involves more than using simple language. It's about creating content that fits these criteria:  

• Content clarity: The message is straightforward and uses easy-to-understand language.
• Well-structured: Content is organized with headers and logical transitions between ideas.  
• Scannability: Readers can easily find the information they need without poring over every word.

Search engines don't "read" content the way humans do, but they interpret it by analyzing the structure and content. They also pay attention to user signals. For example, a high bounce rate suggests that your content isn't engaging users. On the other hand, a longer dwell time shows that visitors are engrossed in your writing. Search algorithms take these signals into account when ranking content. 

What Is a Flesch Reading Ease Score?

The Flesch Reading Ease score uses a 100-point scale to rate the average reading level of written content. The formula assesses the complexity of the language and average sentence length. Here's a breakdown of the scores and their corresponding reading levels: 

• 0-10: Very complex 
• 10-30: Readable for college graduates
• 30-50: Intended for college students 
• 50-60: Appropriate for 10th to 12th graders
• 60-70: Suitable for people with an eighth-grade reading level 
• 70-80: Most adults can understand this text 
• 80-90: Sixth-grade reading level 
• 90-100: Approachable and simple language fit for 11-year-olds 

When you're writing for SEO, aim for a readability score of around 60 to 80. That means your content is accessible to a wide audience, but you still have some leeway to sprinkle in advanced vocabulary. 

This isn't a strict rule, though. The ideal score can depend on your target audience and the type of content. For instance, technical documentation and white papers often score lower on the Flesch scale than lighter business writing. Likewise, doctors and engineers have the expertise to grasp dense texts. However, even the most educated professionals still expect clear and well-organized writing. 

Why Content Readability Is Important for SEO

Is readability score a ranking factor? Not directly. Google doesn't measure how easy it is for humans to grasp your writing. However, it does consider indirect signals like user engagement for SEO, which often goes hand-in-hand with highly readable content. 

The Impact on Rankings and Engagement

If you've ever slogged through a confusing or meandering article, you probably had a hard time staying focused. Maybe you even clicked away to find something a little easier on the eyes. SEO content readability has a huge impact on UX and engagement. 

Google tracks this sort of behavior because it provides indirect clues about the content's quality and relevance. Here are a few engagement metrics influenced by readability: 

• Bounce rate: The percentage of visitors who quickly leave without clicking any other content 
• Dwell time: How long users spend on your site before going back to the SERPs, often to look for other sources 
• Scroll depth: How far down a web page the visitor scrolls 
• Time on page: The amount of time someone spends viewing content 

When you improve readability, your audience sticks around longer to interact with your content. Over time, Google may rank your site higher as engagement grows. 

The Impact on AEO and Voice Search

Beyond traditional SEO, readability is also a factor in answer engine optimization (AEO). This strategy focuses on creating content that's more likely to appear in AI-powered searches. 

Google's AI Overview synthesizes content from existing websites at the top of the search results. People Also Ask is a SERP feature, too, that suggests related questions and responds to them with excerpts from other sites. These features respond to the rise of voice search, which people often phrase as questions. For instance, instead of typing "wedding guest color etiquette," a user may say, "Hey Siri, can I wear a gray dress to a wedding?" 

Sentence structure optimization can increase the odds that AI tools will draw on your content. Phrase some of your headers as questions, and follow them with concise responses. 

Also, consider your audience's intent and match it as closely as possible. Someone who asks about wearing a gray dress is probably trying to avoid an awkward faux pas, so focus on informing them. Meanwhile, a user who says, "What's the best color to wear to a wedding?" may be interested in buying an outfit. 

By considering the real people on the other side of your screen — not just AI algorithms — you'll improve content accessibility and AEO optimization at the same time. 

Key Elements That Make Content Easier To Read

At this point, you may wonder if your content's readability is a reason why you're not ranking. Or maybe you're itching to sharpen your copywriting skills. Focus on the following elements to make your content more reader- and SEO-friendly: 

• Paragraph length: There's nothing more overwhelming than getting confronted by a seemingly endless wall of text, especially on a mobile device. Avoid this issue by breaking up your writing into bite-sized paragraphs of one to four sentences each. That way, readers can easily follow your train of thought instead of feeling like they've stumbled into an endurance test. Concise paragraphs are also more excerpt-able for AEO. 
• Sentence structure: Use punchy and short sentences for accessibility, but don't be afraid to mix it up. If you use too many similar sentences in a row, your writing can quickly start to feel boring and robotic. The last thing you want is for readers to dismiss your painstakingly written content as another AI-generated piece. 
• Voice: Writing in the active voice helps you get your message across more directly. For example, "Our skincare serum keeps your complexion shiny and hydrated" is easier to read than "Hydration and shininess are two ways that our skincare serum can improve your complexion." 
• Word choice and clarity: The language you use has a huge impact on your readability score for SEO. Use a conversational tone, and avoid confusing jargon and abbreviations. Fluff writing also bloats your pieces, so be ruthless when editing. 
• Formatting: Help readers orient themselves by organizing your writing with headings and subheadings. You should also break up dense text into lists, as this section does. These content formatting best practices make your writing more skimmable for busy readers and search crawlers. 

Tools and Techniques To Improve Readability

As a content creator, you know there's no shortcut for great writing (alas). However, these SEO writing tools can help you make sure you're striking the right chord for your audience: 

• Readable.com has a suite of readability tools, including a rating system and tone analysis. 
• Hemingway Editor assesses your writing's readability and highlights hard-to-read sentences. According to the app, this post is written at a ninth-grade reading level. 
• Grammarly uses AI to help edit your writing. It can even automatically rewrite your piece for a different reading level.  
• Yoast SEO is a WordPress plugin that offers readability analysis. It flags issues that affect clarity, such as passive voice and unwieldy sentences. 
• Screaming Frog can help you audit your content and spot pages that are more challenging to read. 

While content writing tools are convenient, don't forget about good old-fashioned editing techniques. Simple strategies like reading your pieces out loud and keeping an eye out for repetitive language can have a huge impact on flow and clarity. If possible, ask at least one other person to review your content. Often, an outsider can spot confusing sentences and wayward commas that your eyes skip over. 

Create Readable Content That Engages and Ranks

Readability is a core part of any SEO content strategy. After all, it doesn't matter how valuable your content is if only a fraction of people can understand it. Clear and engaging writing also signals to Google that your site is worth ranking, even if these signals are indirect. 

Creating readable content takes strategy, thorough editing, and experience to know how to speak to your audience. Compose.ly's talented SEO experts specialize in creating accessible and well-researched content that always strikes the right tone. From editing to writing optimized materials from scratch, we're here to help with all your content needs.