Informavores are hunting for information do perform a task
Informavores jump into a property a search engine to find a patch of juicy information to mine
Informavores forage by scanning and hopping from patch to patch with links
If a patch doesn't seem fertile, informavores will leave that property with search and look somewhere else
Interactivity, Link is fundamental to web interactivity, People use links to browse to, Links suggest what's next, and people form strategies by reading them, Search engines use links to understand your content, the concepts behind it, and how it related to itself, People actually read links!
Interactives, Browsable maps, Links, Calculators and Applications, Other cool stuff
Smaller chunks of focused information, Good for Google, Good for linking
Use web pages when you can, There are perfectly acceptable uses for PDFs, PDFs are great for things people plan to print and take with them, PDFs are fine to put online if you already have them and are going to support them with web pages, Regular HTML pages are often better than a PDF, PDFs are nearly never written for the web, PDFs a hard to link to and between, Search engines treat PDFs different than web pages, PDFs are a usability nightmare, even for savvy users
Don't make up words
Ask people what they'd call things
Ask people how they'd organize things
Look at search analytics
Look at keyword tools (how do people search across the web)
There is a place for long copy on the web, it's just not on most pages. But even long copy should be easy to scan
Writing concisely is extremely difficult, "I'm sorry this is so long; I didn't have long to write it."
Writing clearly is extremely difficult
If no one reads your long, tortured prose, what's it getting you?
Yes, good presentation techniques help on the web
No, you can't treat web pages and presentation slides the same, You're not there to explain web pages -- they have to speak for themselves
A technical section on a children's site
Visitors are goal oriented
Visitors need to see what's on a page early