Why is organization important?
How content is organized shows the reader which information is most important and how to read the text. Specific organizational practices are helpful for search engine crawlers, and well-organized content is reader friendly (making it search engine friendly).
How to organize content properly
Content organization is an intuitive process that aims for reader satisfaction. Most of the practice is purely mechanical: write short paragraphs, leave an empty line between paragraphs to show information grouping, use bullets and numbering whenever appropriate, etc. HTML organization practices are vital to SEO: use H1 tags for headers, bold when applicable, and italics when necessary. Search engines look for this set apart text to help identify page keywords and content. If the search engine sees well-organized text, the page will move up in SERPs. (That is not to say that every time a keyword is used it must be bolded. Only when it makes sense to do so.)
Beyond technical organization, content should be presented in a way that is most helpful to the reader. Vital information should be presented first, with a logical progression to the end. Each paragraph should begin with a main idea related to the overall page goal, and every sentence in the paragraph should relate to the main idea. The first paragraph should give readers an idea of everything the page contains, and the last paragraph should echo the first paragraph, recapping the page and giving an action statement (see section on calls to action).
ISU Best Practice