How users scan Web pages

Jakob Nielsen has posted results of a recent study that uses eye-tracking technology to understand how people scan web pages. Some quick take-aways from this study are:

• Users won’t read your text thoroughly
• The first two paragraphs must state the most important information.
• Start subheads, paragraphs, and bullet points with information-carrying words

Not is this good advice for readers, it’s also good advice for getting the attention of search engine spiders!