Web Jumpers are going from website to website in a matter of seconds everyday on the Internet Highway, that’s why giving them less is often more.
This concept can be seen in action when reading articles on major news sites, Search Engine results, Google generic homepage, Twitter Tweets, Facebook, Youtube Videos, RSS Feeds, Banners, etc. People tend to glance and skim over information on the Internet, instead of sticking around to read a web page completely. They tend to favor the type of content you’d see on the back of a microwavable product, instead of a long recipe. It’s fast food in contrast to a fine cuisine. They want it quickly, they want it now, and when they find it, they want it easy, if not, they’ll jump to the next website.
Although the web is information overkill, you should focus on delivering compact content, that is intent, and gives a visible call to action. Spamdexing, and keyword stuffing are two techniques that will negatively affect your sites pagerank. Although it is said, content is king, it doesn’t mean that loading up your keyword meta tag with keywords, and your content with keywords, and making a whole bunch of pages is going to get your site ranked higher than the next. According to Google’s webmaster guidelines, this type of trickery may actually hurt your site more than help it. Although the web itself is information overkill, your site shouldn’t be.
Major News Sites
Unless its like a top 10 list, or America’s richest, or prettiest, you’ll hardly ever read an article on a major news site that has deep scrolling, is more than 700 words, or has multiple pages. With those constraints, writers are able to give the who, what, where, when, and why in less than three paragraphs. Unless it’s some extremely good writing that draws people in, don’t expect them to read passed the second paragraph if the story or writing isn’t good.
Search Engine Results
No matter if its Google, Yahoo, or Bing, your going to get a title, two line description, and a URL where the page result is located. Simple, convenient, easy to read and understand. There should be no wonder why search engines get much of the traffic on the web, their usability is superb.
Google generic homepage
So simple, but yet so beautiful …right? When I first saw Google’s Homepage in 2002 going up against Yahoo’s human directory, I thought it looked flaky, but yet, it was very easy to use, and I found what I was looking for in a matter of seconds. If you took the time to check out both links, you’ll clearly see that Yahoo’s homepage had way more content than Google’s. Still think you need more content, more links, and more pages? Checkout the wayback machine and you’ll see Google usually had less pages than the Yahoo Directory, but still was able to unearth the juggernaut of the 90’s. Of course now Google is a Uber site and search engine that indexes everything on the web, sometimes even when you tell it not to.
Remember, make your web pages more like a super quick commercial where your visitors can find the information they are looking for in less than five seconds and that’s being generous, just look at your analytics. It doesn’t matter what your selling, how good the product is, whether your information is life changing, your website had better communicate that information quickly and easily. If you want to make your site like an infomercial, you better have a writer and designer that can place their personality into it, as Billy Mays was able to place his personality into his infomercial’s and engaged viewers to stick around, not jump to another channel, and eventually buy the product.