It’s a simple thing, but it’s too often ignored by the new web site owner: inserting paragraph breaks to organize thoughts will make your text easier to read.
Avoid posting long stretches of unbroken text. Users will shy away from reading your material; the search engines will pay less attention to you as well.
Instead, insert rich, descriptive header tags (<h1>, <h2>, <h3>, etc.) that will draw the right audience, and attract the search engines. Regular paragraph breaks (<p>) will help you to organize your material too.
And here’s an added benefit in using header tags and paragraph tags: breaking up your text will make it easier for users to relocate material. And when users come back — the search engines can detect the repeat visits.
Inviting someone to your website should be like inviting someone to your home: you want to make them comfortable, so they will come back again.