1
00:00:00,000 --> 00:00:04,000
If you were presented with a link that looked like this,

2
00:00:04,000 --> 00:00:06,000
what do you think you would find when you clicked on it?

3
00:00:06,000 --> 00:00:09,000
It seems pretty clear, right?

4
00:00:09,000 --> 00:00:10,000
Well, how about this one? 

5
00:00:10,000 --> 00:00:13,000
Not as obvious.

6
00:00:13,000 --> 00:00:15,000
Finally, what about this one?

7
00:00:15,000 --> 00:00:17,000
Not too good.

8
00:00:17,000 --> 00:00:20,000
In each case, it's clear you have a link, 

9
00:00:20,000 --> 00:00:23,000
but what you'll find behind each one is a mystery...

10
00:00:23,000 --> 00:00:27,000
unless the link contains a strong scent of information.

11
00:00:27,000 --> 00:00:31,000
The concept of Information Scent refers to how strong a link is

12
00:00:31,000 --> 00:00:36,000
when you compare the user's expectation to the reality of what it links to.

13
00:00:36,000 --> 00:00:38,000
Strong links are clear and obvious.

14
00:00:38,000 --> 00:00:42,000
When you see them, you know exactly what you'll get.

15
00:00:42,000 --> 00:00:45,000
However, weaker links are more vague.

16
00:00:45,000 --> 00:00:49,000
They don't provide clues as to what you'll find or what you can do.

17
00:00:49,000 --> 00:00:51,000
But, what does it all mean?

18
00:00:51,000 --> 00:00:53,000
Why is Information Scent important?

19
00:00:53,000 --> 00:00:55,000
When it comes to your business,

20
00:00:55,000 --> 00:00:59,000
 it can mean the difference between revenue and a missed sale.

21
00:00:59,000 --> 00:01:02,000
If users are unsure about the purpose of a link,

22
00:01:02,000 --> 00:01:04,000
they'll be hesitant to click on it.

23
00:01:04,000 --> 00:01:08,000
The more doubt a user has about the navigation or content of a website,

24
00:01:08,000 --> 00:01:12,000
the less trust they'll have in its ability to meet their needs--

25
00:01:12,000 --> 00:01:15,000
and the less likely they are to continue.

26
00:01:15,000 --> 00:01:19,000
If your links or calls to action are weak or misleading, 

27
00:01:19,000 --> 00:01:22,000
users may never see what you have to offer.

28
00:01:22,000 --> 00:01:26,000
Information Scent can be illustrated quite well on your favorite search engine.

29
00:01:26,000 --> 00:01:30,000
Try out a search for a term that's important to you.

30
00:01:30,000 --> 00:01:32,000
If you've been using search engines for a while,

31
00:01:32,000 --> 00:01:37,000
you'll know by now that if you want a better--more relevant--set of search results,

32
00:01:37,000 --> 00:01:40,000
you need to use more descriptive and specific terms.

33
00:01:40,000 --> 00:01:45,000
Those results will look accurate because they match your expectations,

34
00:01:45,000 --> 00:01:49,000
illustrated by the information you entered in the search box.

35
00:01:49,000 --> 00:01:53,000
So, it's no coincidence that one of the main strategies of SEO

36
00:01:53,000 --> 00:01:55,000
involves the naming of links.

37
00:01:55,000 --> 00:01:58,000
Links have SEO value because they're expected

38
00:01:58,000 --> 00:02:02,000
 to link to pages with information about that term.

39
00:02:02,000 --> 00:02:05,000
This is the essence of Information Scent.

40
00:02:05,000 --> 00:02:09,000
The label of each link should represent the content you find.

41
00:02:09,000 --> 00:02:12,000
Now, looking back at our first group of links,

42
00:02:12,000 --> 00:02:17,000
it's logical that people trying to book a flight to Chicago will search for exactly that.

43
00:02:17,000 --> 00:02:23,000
But, as the links become more vague, the chances that users will search for that term

44
00:02:23,000 --> 00:02:26,000
and find what they're looking for becomes less likely.

45
00:02:26,000 --> 00:02:30,000
And you can guarantee that users looking to buy airline tickets--

46
00:02:30,000 --> 00:02:34,000
or anything else for that matter--are not going to search for "click here."

47
00:02:34,000 --> 00:02:37,000
So, don't use that when naming your links.

48
00:02:37,000 --> 00:02:41,000
But, don't forget, images are also used as links,

49
00:02:41,000 --> 00:02:46,000
and Information Scent can be affected by the use of confusing pictures,

50
00:02:46,000 --> 00:02:51,000
symbols, and other overly stylish alternatives to plain text.

51
00:02:51,000 --> 00:02:54,000
Some icons have a universal meaning,

52
00:02:54,000 --> 00:02:58,000
so it's important to provide content or features that match expectations.

53
00:02:58,000 --> 00:03:01,000
Other symbols are not quite as universal.

54
00:03:01,000 --> 00:03:07,000
So, if necessary, provide some context or clues to keep users from straying from the path.

55
00:03:07,000 --> 00:03:13,000
Don't let there be any question about what your site provides on every page.

56
00:03:13,000 --> 00:03:15,000
Be descriptive. 

57
00:03:15,000 --> 00:03:19,000
 Each link should reflect the needs and expectations of your users--

58
00:03:19,000 --> 00:03:24,000
just as they should reflect the purpose and scope of your company.

59
00:03:24,000 --> 00:03:27,000
Links should be labeled to provide clear signs,

60
00:03:27,000 --> 00:03:30,000
especially if they lead to spots where conversions will happen,

61
00:03:30,000 --> 00:03:32,000
such as purchases, sign-ups, and downloads.

62
00:03:32,000 --> 00:03:34,000
Provide clear paths for your users,

63
00:03:34,000 --> 00:03:38,000
 and the chances are much better they'll become customers.