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CHAPTER 12
12. Texts and images
We would almost forget it. But text content means the actual writing of texts. Writing texts for
a website is not essentially different from writing texts for a brochure. There are, however, a
number of preconditions:
• Users "scan" text, rather than actually read it. Therefore, make short sentences.
• Make short paragraphs. Each paragraph has a good headline.
• Use keywords in a natural way. Maximum 8% keyword density on the whole page, including
navigation buttons, footers and headers.
• Use bulleted lists.
• Place important information on the top left and always above the fold .
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• Avoid duplicate content.
Eyeball tracking
We have seen that the CTR of the top search results is significantly higher than the lower
results. In the image on the next page we see an eyeball tracking analysis that clearly shows
that users predominantly perceive the top left results. This also applies to the webpage and all
texts. Therefore, place important text in the top left corner. The image below shows how the
eyeball is tracked.
Eyeball tracking. Tracking of eye movements.
The measurement data is then converted into a "heatmap.
7: The "fold" is the lower edge of your screen. Everything above the fold is readable without scrolling.
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