Active vs Passive Voice: Boost your SEO and Marketing Success

Knowing the difference between the active and passive voice helps you write content that gets attention and ranks well in search engines.

An active voice puts the subject first, while the passive voice shifts focus to the object. Let’s compare: 

• Active Voice: The marketing team launched the campaign. 

• Passive Voice: The campaign was launched by the marketing team. 

The active voice example is clearer and easier to follow. Understanding the active vs passive voice helps you create engaging and impactful content. 

Why the active voice works better for SEO. 

Search engines prefer clear and easy to read content. Using an active voice improves SEO because it: 

1. Makes Content Readable: Active sentences are shorter and easier to follow, so users and search engines quickly understand your content. For example, using an “active vs passive voice” naturally in your writing improves keyword usage. 
2. Improves User Experiences: Engaging content keeps visitors on your site longer. This signals to search engines that your content provides value. 
3. Uses Keywords Effectively: Active sentences naturally include focus keywords, helping your content rank better.  

Example: 

• Passive: The product was purchased by many customers last month. 

• Active: Many customers purchased the product last month. 

The active version is shorter and more engaging. As a result, it benefits both readers and SEO rankings. 

Active vs passive voice in marketing 

Using an active voice improve your marketing because it: 

• Using an active voice creates a stronger call to action. Saying “Sign up today” is more direct and compelling than “A sign-up form is available here” 

• Active sentences sound confident and clear. This clarity encourages readers to trust your message 

• Including the active voice in your content motivates action. Clear, active language inspires readers to engage. For example, “Explore active vs passive voice examples to improve your content!” 

How to spot and fix the passive voice? 

You can spot the passive voice by looking for weak constructions like “was” or “by”. Fix these sentences by making the subject perform the action.  

Example: 

• Passive: A blog post was written by the team. 

• Active: The team wrote a blog post. 

Quick Tip: Use tools such as Grammarly to highlight the passive voice. Adding transition words such as “next”, “then”, “also”, or “finally” makes sentences flow better and improves readability. Using transition words also keeps readers engaged as they navigate you throughout the content. 

Active voice in action: Tips for writers

1. Start with the Subject: Write sentences where the subject acts. For instance, “The team improved the website” works better than “The website was improved”. 
2. Keep Sentences Short: Shorter sentences improve readability and make content easier to skim. This strategy also helps with SEO. 
3. Use Strong Verbs: Replace weak verbs with dynamic ones. For example, “updated” is more powerful than “was updated”. 

Example: 

• Weak: A decision was made to update the blog. 

• Strong: We updated the blog. 

Additionally, use transition words like “because”, “therefore”, or “however” to connect ideas smoothly. This approach keeps readers engaged and helps them understand the flow of your writing. 

Improve your writing with the active voice

Active voice improves your writing and helps your SEO. It makes your content clear, engaging, and easy to understand. Furthermore, using an active voice boosts marketing efforts by creating stronger calls to action and encouraging readers to act. Start using the active voice in your content today to see better results and experience the benefits of the active vs passive voice firsthand!