Do not assume that web users will necessarily be reading your content on your website. They may encounter it on another website or even off of the Web entirely.
Some of the places your content might end up. From top to bottom: an RSS feed in Firefox, Google Reader, an iPhone.
If you created website content in the early days of the Web, you had a pretty good idea of how that content was going to be presented. It would be on the website for which you wrote it. If someone wanted to read it, they would come to your page to do so.
In the second decade of the 21st century, that is no longer the case. Your news post about Professor Jones’ illudium phosdex research (see the previous best practice) will appear:
Those venues are a given. If your post is popular, it may also be seen:
And, because we use RSS to allow other sites and software applications to access our content, your content may also show up as:
In many of these contexts, as you can see from the illustrations, all that users will see will be your title and a summary of your page.
That’s OK. Today’s Web is confusing. But what you need to do in response is pretty simple: