tedster - 6:24 pm on Nov 14, 2011 (gmt 0)

I think it's a big fat clue, whatson - and one that an English teacher might even DIS-agree with. To be highly effective, web writing needs a lot more redundancy than offline writing. Yes, the fact that snippets are extracted and taken out-of-context is part of it.

Also, visitors often scan a lot and then jump into reading a sentence. If the meaning requires them to back up, you may have just turned that visit into a "short click".

[edited by: tedster at 4:01 am (utc) on Nov 15, 2011]