CHAPTER 6 THE SCENT OF INFORMATION AND LANDING PAGES

After searchers click a link to your website from a search engine, they have two choices: They can either stay on your site, or they can abandon it. One reason searchers stay on a website is the scent of information. If they see their user-generated scent of information (keywords) on a website’s landing page, they believe the page will help them reach their goals: where they want to go, what they want to learn, and what they want to do. Searchers become confident that the landing page is giving them what they need. The result is a great user experience, more sales and conversions, and a positive brand impact.

Searching does not end after a person clicks a link from a search engine results ...

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