To ensure your website content is effective for users and search engines, follow these best practices, often referred to as "people-first content" guidelines by Google. 

• Focus on the user's needs: Write content with your target audience in mind, providing original information that demonstrates expertise and a depth of knowledge. The content should leave the reader satisfied that their needs have been met.
• Structure and formatting: Make content easy to read and scan. Use meaningful headers and subheadings (hierarchical structure), short paragraphs, bullet points, and lists.
• Clarity and tone: Use common, user-friendly language and avoid jargon.
• Visual aids: Break up text with relevant images, videos, and diagrams to make the content more engaging and easier to understand.