Headings and structure

Use an ‘inverted pyramid’ construction – load the most important information at the top of the page (see News articles and press releases for more information on this structure).
Write clear and informative headings – headings and page titles are often displayed out of context on search engine results pages, so they must contain enough information for readers to identify the content. Start with keywords, not articles like the or an.
Write for scannability – create white space by using short paragraphs, lists and subheadings.
Ensure that your information architecture suits both your topic and your audience.

Australian manual of style