There have recently been a couple eye tracking studies in the news. Jakob Nielson did a study on the effects of clean content organization:
What if you could engage users in a story for about half the time, yet have them remember about 34 percent more of the content? Thatâ€™s exactly what one test showed. Spending less than two hours rewriting and reformatting a story about New York City restaurants really paid off according to this study.
Gord Hotchkiss recently posted about how people scan search results.
We scan three to four listings at a time, which are temporarily loaded into our memory slots. From that first group of three to four listings we make a determination if any of them are relevant to the query we just launched. About 50% of the time, we make our selection from those first three or four listings and we click on one of them. If we don't find what were looking for in this first can, then we continue to scan down the page, slicing off our second consideration set of three to four listings, again loading them into our memory slots so we can compare them and make our choice.
As the business model for creating content erodes, and web entrepreneurs get better at recycling content, those who get the presentation and formatting from the search results right on through to site structure and article display will win marketshare as destination sites:
While many people want their website to be #1 (or even settle for first page) for their keywords, very few websites actually deserve it. The concept of Destination Marketing is about making your website better than the sum of its parts by combining strong SEO and strong on- and off-page marketing without compromising any of it. If your website is just another site doing the same thing that hundreds of others are and you provide no unique offerings, simply put, you don't deserve to be #1. Period.
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