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		<p><span class="textbox">Issue #030: <b>Search Usability</b></span></p>
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                    SearchReturn Discussion List
             "Understanding Internet Search Technology"
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Moderator:                                          Published by:
Disa Johnson                                       SearchReturn
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January 17, 2005                                       Issue #030
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                   .....IN THIS DIGEST.....

// -- MODERATOR COMMENT -- //

           "Search Usability"
                     ~ SearchReturn

// -- CONTINUING DISCUSSION -- //

           "Negative Terms"
                     ~ SearchReturn

// -- ESSENTIAL NEWS -- //

           "Search Usability"
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Hello everyone,

You get only one chance to make a first impression. Benefit from
what psychologists call the 'halo effect' after a positive first
impression. We think Search Usability is important enough to get
its own SearchReturn thread line. Today's Essential News item on
Search Usability is a Nature study with key findings.

Stay tuned.
-SearchReturn

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==> TOPIC: NEGATIVE TERMS

&quot;Can you elaborate on what 'negative terms' are? How are they
used and when are they effective?&quot;

Negative keywords are terms typically added to a keyword
advertising campaign that stops your ad from showing. This is
useful insofar as limiting your impressions on search activity
that produces off target clicks that you wouldn't want to pay
for. Your click-thru rate is also improved with engines that
calculate your click-thru rate for ad rankings, so you can expect
more targeted traffic, and pay lower costs for it.

Stay tuned.
-SearchReturn

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==> Search Usability

http://www.nature.com/news/2006/060109/full/060109-13.html

Essentials: Surprisingly little time is required for a first
impression about webpage quality. Far less time, in fact, than
the scientists assumed would be the case. This study shows users
can correctly assess website design quality using just a fraction
of a second (50-milliseconds). Search engine visitors are pointed
out as particularly important for making a positive first
impression, because search users will navigate back to results
when displeased.

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