Evaluate whether your site preserves the scent trails your customers want to follow

Every time customers initiate a search, they’re sniffing for scent. People hunting for data on the web behave remarkably like animals sniffing out prey. It’s the most effective means of finding a teeny-weeny squirrel in awfully biggish forest.

Preserving and creating intentional scent trails on your site translates to improved ROI for your paid and organic search terms. How well does your site preserve the scent trails your visitors are following?
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