Hey John, thanks for the tips.
Madhu Nair

Hey Madhu, glad you found the post helpful! And good question. Yes, you absolutely want to avoid passive constructions, but leading with the benefit doesn’t necessarily trap you in the passive voice if you’re careful. Using the example in my post, the whole phrase would be: Get more search traffic by optimizing your meta title, description, and H1. The passive version of that would be something like: There will be more search traffic when the site’s meta title, description, and H1 are optimized. In the passive version, the actor is deemphasized—often, even voided—from the sentence, which my suggested revision doesn’t do: it’s still important that you do the optimizing, and that it’s your site that gets the improved traffic. Hope that helps!

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