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From:
Nielsen Norman Group
(Uncensored)
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Passive Voice Is Redeemed For Web Headings - NN/g
https://www.nngroup.com/articles/passive-voice-is-redeemed-for-web/
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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.
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