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Information Scent

3:38 with Dan Gorgone

The concept of Information Scent refers to how strong a link is when you compare the user’s expectation to the reality of what it links to. Strong links are clear and obvious; when you see them, you know exactly what you’ll get. However, weaker links are more vague; they don’t provide clues as to what you’ll find or what you can do.

Things to Consider

  • Do you provide links to your primary products and services? If so, do you use links that are easy to understand by the public?
  • Are any of the links in your navigation menu named after a product name or term used by your company? If so, would a newcomer to the site understand what it means?
  • Are any of the links on your site labeled "Click Here"?
  • If you provide links to file downloads, do you note what kind of file the user will see? (e.g. "Printable Catalog (pdf)")
  • 0:00

    If you were presented with a link that looked like this,

  • 0:04

    what do you think you would find when you clicked on it?

  • 0:06

    It seems pretty clear, right?

  • 0:09

    Well, how about this one?

  • 0:10

    Not as obvious.

  • 0:13

    Finally, what about this one?

  • 0:15

    Not too good.

  • 0:17

    In each case, it's clear you have a link,

  • 0:20

    but what you'll find behind each one is a mystery...

  • 0:23

    unless the link contains a strong scent of information.

  • 0:27

    The concept of Information Scent refers to how strong a link is

  • 0:31

    when you compare the user's expectation to the reality of what it links to.

  • 0:36

    Strong links are clear and obvious.

  • 0:38

    When you see them, you know exactly what you'll get.

  • 0:42

    However, weaker links are more vague.

  • 0:45

    They don't provide clues as to what you'll find or what you can do.

  • 0:49

    But, what does it all mean?

  • 0:51

    Why is Information Scent important?

  • 0:53

    When it comes to your business,

  • 0:55

    it can mean the difference between revenue and a missed sale.

  • 0:59

    If users are unsure about the purpose of a link,

  • 1:02

    they'll be hesitant to click on it.

  • 1:04

    The more doubt a user has about the navigation or content of a website,

  • 1:08

    the less trust they'll have in its ability to meet their needs--

  • 1:12

    and the less likely they are to continue.

  • 1:15

    If your links or calls to action are weak or misleading,

  • 1:19

    users may never see what you have to offer.

  • 1:22

    Information Scent can be illustrated quite well on your favorite search engine.

  • 1:26

    Try out a search for a term that's important to you.

  • 1:30

    If you've been using search engines for a while,

  • 1:32

    you'll know by now that if you want a better--more relevant--set of search results,

  • 1:37

    you need to use more descriptive and specific terms.

  • 1:40

    Those results will look accurate because they match your expectations,

  • 1:45

    illustrated by the information you entered in the search box.

  • 1:49

    So, it's no coincidence that one of the main strategies of SEO

  • 1:53

    involves the naming of links.

  • 1:55

    Links have SEO value because they're expected

  • 1:58

    to link to pages with information about that term.

  • 2:02

    This is the essence of Information Scent.

  • 2:05

    The label of each link should represent the content you find.

  • 2:09

    Now, looking back at our first group of links,

  • 2:12

    it's logical that people trying to book a flight to Chicago will search for exactly that.

  • 2:17

    But, as the links become more vague, the chances that users will search for that term

  • 2:23

    and find what they're looking for becomes less likely.

  • 2:26

    And you can guarantee that users looking to buy airline tickets--

  • 2:30

    or anything else for that matter--are not going to search for "click here."

  • 2:34

    So, don't use that when naming your links.

  • 2:37

    But, don't forget, images are also used as links,

  • 2:41

    and Information Scent can be affected by the use of confusing pictures,

  • 2:46

    symbols, and other overly stylish alternatives to plain text.

  • 2:51

    Some icons have a universal meaning,

  • 2:54

    so it's important to provide content or features that match expectations.

  • 2:58

    Other symbols are not quite as universal.

  • 3:01

    So, if necessary, provide some context or clues to keep users from straying from the path.

  • 3:07

    Don't let there be any question about what your site provides on every page.

  • 3:13

    Be descriptive.

  • 3:15

    Each link should reflect the needs and expectations of your users--

  • 3:19

    just as they should reflect the purpose and scope of your company.

  • 3:24

    Links should be labeled to provide clear signs,

  • 3:27

    especially if they lead to spots where conversions will happen,

  • 3:30

    such as purchases, sign-ups, and downloads.

  • 3:32

    Provide clear paths for your users,

  • 3:34

    and the chances are much better they'll become customers.

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