Use links meaningfully:
- Deliver users to their desired objective.
- Give them links that communicate scent in a meaningful way (e.g. with meaningful trigger words)
- Make the real estate reflect the user’s desires.
‘A more accurate name for the search box would be B.Y.O.L.: Bring Your Own Link. What do people type into this box: trigger words! … The key thing to understand is that people don’t want to search. There’s a myth that some people prefer to search. It’s the design of the site that forces them to search. The failure rate for search is 70%.’
Essence of a talk given by Jared Spool on ‘An event apart’, Boston MA, 2011
From Jeremy Keith’s notes