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.