The Sweet Smell of Search?

In his latest column at ClickZ, Kevin Lee explains the concept of "search scent," which illustrates that humans forage for information on the Internet in much the same way animals follow scent and visual cues to find food. Scent is essentially an application of user interface optimization best practices, and some of the bigger elements affecting search scent include ad creative and landing page optimization.

About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.