search engines

Decline of the homepage

Website consumption patterns are changing. Remember when the main way to surf a website was via its homepage? Well, that was the old days. The rise of super-fast, super-efficient search engines mean that users are increasingly accessing websites via deep links that bypass their homepages directly to a website’s articles. It’s essentially a backdoor into your website. Search engines aren’t the only ones to blame. Bloggers generally link directly to the articles they are writing about, ignoring homepages. RSS feeds, which allow users to subscribe directly to article feeds, are also responsible for the decline of the homepage. So what does this mean? Paradoxically it is both a problem and an opportunity for publishers.

Online ‘permanence’

Imagine a world where you could actively sell advertising on archived content. Well, it’s here. Content on a website should never die. Never, ever. To delete content on a website is a waste. Online articles and their links should be permanent. In the world of the dead tree, articles have limited lifespans. You read your paper, then it’s used to wrap fish and chips, is thrown in the rubbish bin, or lives a lonely life of obscurity in some dusty library archive….

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