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I’m a professional skimmer–and a believer that if the subject is REALLY important, then-and only then-it’ll be read. (I’ll read about how to better my business online, but will skim the Top 10 Strangest Lego Creations.) However, it’s important to use content for search optimization (SEO), so it shouldn’t be eliminated. In fact, there are a few ways you can make both (your readers and the search engines) happy.

1. Headline the important stuff. None of those ambiguous headlines, either. Plug in your keywords and make it start working for you.

2. Directly address your audience. If your prospect is Sarah Palin, mom of 5: make sure that’s obvious. Of course, if your prospect is Sarah Palin, republican VP runmate for 2008, that’s quite a different audience. Use direct language to specify your voice (rather than the general “women” (or whoever) blanket).

3. Link to supporting content. If I were blogging today about great web designers or a rockstar advertising agency, I’d make sure you had a place to get more information.

4. Include expert opinions, cite and link to them. I’m continuously looking for new ways to further develop my social media business strategies for clients. I use resources, such as Chris Brogan, and build on their information with my own research and thoughts. Seeding my thought there requires some citation, so sending the link love that way is not only appropriate, but provides a frame of reference.

5. Be concise. I’ve said it before, but I’ll (ironically) say it again. That’s all I’ll say about it, to be concise of course.