“Content is king”. “Target your content to your audience”. “Use keywords in your text”. We’ve all heard of at least one of the rules surrounding writing online content, and to be honest, a lot of the basic writing platitudes (K.I.S.S. – Keep It Simple Stupid) tend to get thrown in when we question how to go about populating our websites and blogs with text. However, writing for the web is not a matter of just putting content onto a web page or blog. The thought process needs to begin before a single word ever gets typed onto the page, because as a medium, the web is alive and requires a very different perspective to writing than print.