This is a Text element. This text style is called Intro. Your Intro text should be short, descriptive, and easy to understand.

On-page SEO overview: This is a heading (H2)

To the left is a left-aligned image. When creating text for your new landing page, spend some time thinking about what users might search in order to find it. This is the basic premise of Search Engine Optimization, which is the art/science of predicting what phrases or questions users will Google to find your content. SEO works by positioning phrases that are important to the content and context of your work, like "GMO foods" or "Crumbl Cookie," in key areas of a webpage so search engines can understand what your content is about. The two articles linked in the previous sentence receive high volumes of traffic from search because they are valuable content that readers will search for, and they both have optimal keyword placement in key areas.

It's confusing and a little overwhelming. Here's a slightly deeper dive into on-page SEO, which will also serve as an example of an embedded video (hosted on YouTube). 

Tips for helping new readers find your page (and an example of H3 formatting)

1. The clearer your content's subject and audience are to Google, the better your page is positioned in search results. Keywords and keyword phrases should be in your page title (or Heading 1 or H1, which for this page is "Elements gallery: Landing page"), any subheadings (labeled H2 and H3 above), and in intro text (at the top of this Text Element) and the first paragraphs of your text. 
2. Before you submit your copy to Comms for page updates or new page builds, try pasting it into this free SEO Review Tool, which will check your content against the list of important keywords you provide. (For unpublished content, the maximum score is 89 points.) You cannot upload or paste images into the reviewer, but you can and should format your page title, headings, and links to make sure the tool is gathering as much data about your future webpage as possible.
3. Write naturally and don't force it. "Overstuffing," or cramming as many keywords as possible into every piece of text on your page, is as bad as not prioritizing those keywords. That's because Google flags overstuffed content as potential spam, and ranks it lower in search results. When in doubt, just reread and ask yourself if you can rephrase in areas of keyword overuse. Synonyms and related terms–like using "food additives" and "food chemicals" on the same page–can help readers who do not know the precise terms find your content anyway.
4. This is an Ordered List. Just another formatting option for your Text Element!

Formatting and visual options to consider (H3)

To the right is a right-aligned image. We can also center images across the page, which you'll see below We cannot change the sizes of images in this field, though, so what you see here is what you'll get when you choose to include inline images inside a Text Element.

Immediately following this paragraph is a green Horizontal Rule. Horizontal Rules can help divide long portions of text into smaller, clearer bits of information for readers. 

We can format text here the same as any text module: embedded links (with hover text!), bo

ld, italics, underline, strikethrough, ^superscript, and _subscript all work.

The happy person shopping above is a center-aligned image. Note that this is the maximum width of visual elements inside a Text Element. Also note that all images have a photo credit. If you are supplying images for your new landing page, please ensure that you have permission to use them and that you are crediting them to their creators appropriately. 

This is a blockquote. Blockquotes highlight important quotes or language in your text, and can help readers identify key points even if they are only scanning your page.

Do you have a table of information that you'd like to place here? The good news is that we have the technology. There is no bad news. 

Do you need a larger, prettier table that isn't confined to a Text Element? Great news: We have that technology, too, and we use it for Chemical Cuisine, the Caffeine Chart, and many other pages on the site. When requesting an update or new build, just let us know you'd like a Table, and include all the info you'd like to populate it. 

Final thoughts on landing pages (H2)

Though the Text Element is flexible and functional, a giant wall of text can be very offputting to readers. When possible, utilize the other Elements demonstrated below to make sure you're not losing visitors' interest.

These following Elements can be arranged in any order on a landing page. You can use more than one of the same Element, too. While there are no word limits inside most Elements, be conscious of how much text you're adding, as longer paragraphs will increase the size of an Element. Note also that some Elements require specific information, so you'll need to provide Comms with that info when requesting an update. And above all, have fun! Improving the interactivity and visual appeal of your landing page is fun for us, it's fun for readers, and it makes your page more effective. 

This is a Text Block

Think of this as a more compact Text Element. It works the same way as the Text Element at the top of this page, with one limitation: We cannot add images or video to this Element. We can format text here, though: embedded links (with hover text!), bold, italics, underline, strikethrough, ^superscript, and _subscript all work.

See here for the downloadable letter.