Why Passive Voice Is Ideal for Web Writing

Jakob NielsenPassive voice is bad?

Well, not always it seems, especially when writing for the web.

Jakob Nielsen’s Alertbox highlights when to use passive voice “Active voice is best for most Web content, but using passive voice can let you front-load important keywords in headings, blurbs, and lead sentences. This enhances scannability and thus SEO effectiveness.”

Read more: http://www.useit.com/alertbox/passive-voice.htm