First of all one must understand that writing for Internet is not the same as writing for a printed article.
This means that if we write something and we want this to be found by persons while looking through search engines such as Google, Yahoo or others, these texts must be optimized for the search engines (SE from now on).
To write an article, optimized for SE, is not the same thing as writing an article for a newspaper or a magazine, as in these cases they will be read directly by intelligent and thinking beings. But an article written for SE must be prepared taking into account that spiders (robots that read texts) cannot read images, nor understand funny, ironic or logical expressions, or others stuff that the reader will understand. In addition to this and what is most important the SE will display the page in a response to a search ONLY if they found it relevant for this search and this is why it should be written in a different manner, but always giving importance to those terms by which we want to be found.