Should you use bold or strong, italic or emphasis? It's all in the context. Strong <strong> and emphasis <em> are logical tags, and are the correct tags to be using in html to add emphasis to content. They can be read differently by screen readers, and their purpose is just that. They make your site more understandable to the portion of your audience that isn't using a browsers to get your content. Italic <i> and bold <b> are font characteristics, and while commonly associated with Strong and Emphasis, don't have to be.