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    • pick a meaningful title, preferably shorter than 60 characters
    • insert a meta description for the page which:
      1. if appropriate, contains a call to action (what can you do with that page, e.g. "learn about the EU", "contribute to law creation")
      2. matches the page content
      3. contains the focus keyword
      4. is no longer than 160 characters
    • write the text in a clear and readable way with concise sentences that relate to each other
      1. avoid over-long sentences or too many commas 
      2. avoid bureaucratese and jargon
      3.  divide the content in sections and give each of these sections a title using headlines (h2 to h4). Remember: the purpose of headlines is to create a hierarchy of content (e.g. h2 followed by h3 means h3 is a subsection of h2) and hierchary needs to be respected to avoid creation of orphaned subheadings (e.g. h2 followed by h4 is wrong, h3 is the subsection of h2 and h4 will be used only if h3 has a subsection).
      4. ideally write at least 1000-2500 words per page (see here for a detailed analysis of correlation between article length and ranking and a broader analysis on blog posts and social media articles)
        • If you have less, consider integrating the content with the parent or child page
        • If you have more, consider breaking down the content into other pages
    • start the sentences with the most relevant information (e.g. "On 22 May I did this" => "I did this on 22 May")
      • if there are call to action buttons, place them at the top of the page so that users can see them immediately
      • Don't place call to action buttons at the end of the page!
    • if you are writing specifically for one region or country, use cultural references for that region or country
    • all links must have a meaningful text which explains what the linked page is about (especially if it's an internal page)
    • don't rely uniquely on images to convey concepts (See also Images)
    • if you have an image with a graph include a caption which explains exactly what is in the image and ensure that the content around the image is somehow related to it. Don't forget to insert proper alternative text attributes