People who search the Web look for:

Writing that is concise, scannable and objective; rather than promotional in style. When all three of these rules are applied userability is improved and increases 124%. Each rule reduces the users load resulting in a faster more effeicient processing of the information.

Concise:

Text that is short and to the point. Users scan rather than read so keep useful information without going into detail and makes it fast and easy to read.

Scannable:

Summarize and call attention to inportant information within the text. Table of content and section summaries are found to be quite useful. Bullets, Number lists, Boldface, and Color text that highlight headings and keywords are found to give pages a clear and clean design.

Objective:

Writers of all types are taught to use the rule of objectivity. Writing objectivly within text is simple. Remove all useless information such as adjectives, buzzwords and claims that are not supported with evidence. Again, the idea is to keep information to a minimum without removing inportant information.