The way that people use the
internet and, in particular,
search engines to ﬁnd and
consume content is very
diﬀerent to the way that they
ﬁnd it in print publications.
How people read online
They don’t read every word
They scan (quickly), looking for information they want
If they don’t ﬁnd it fast, they click on something else
They jump from site to site (now that we have faster
They avoid ads (and anything that looks like an ad)
They read across the top, then down, then across, then
down, like an F...
They don’t scroll
The overwhelming odds are that people
will not read your entire post – or even close to it.
Make sure they will get something valuable,
even if they only read one or two paragraphs.