I ran across an interesting article on the importance of the first eleven characters in an online document. Now, I know most writers cringe at having to utilize “key words” or pay attention to the meaning of their first eleven characters of text, but studies show this makes a difference if readers decide to click on your link in a search engine or not.

Users typically see about 2 words for most list items; they’ll see a little more if the lead words are short, and only the first word if they’re long. Of course, people don’t see exactly 11 characters every time, but we picked this number to ensure uniformity across the sites we tested.

Users don’t need to predict a link’s destination with 100% accuracy based solely on its 11 leading characters. In real life, links aren’t truncated on the page. Even if users see only the first 2 words or so during their initial scan, they can immediately read more if their eyes stop on the link.

To be most effective, website hosts need to do the following:

-Allow users to confidently predict what they’ll get if they click.
-Be clearly differentiated from the other links.
-Not be misleading or promise too much.

To learn more about this study, link to Jakob Nielson’s Alertbox on “The First Two Words”.