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
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.
Set up a series of posts (even if you don’t call it a series).
Use new posts in the series to link to
older posts in the series.
This helps reinforce the original content.
It also gets your RSS readers and e-mail subscribers
to actually come to your site.
Comment back to people who leave comments.
This builds community and keeps people coming back.
Know your metrics.
What stories are popular?
What isn’t popular?
When do your readers come to your site?
How do they get to your site (twitter,