Place keywords on the left
Special
equipment can be used to detect exactly where people's eyes are focused when
they look at a computer screen. This form of usability research makes
it easier to understand what part of website design users are attracted to, and
which parts they tend to overlook.
A study involving 232 people
found that website users spend 69% of their time viewing the left half of the
page (regardless of the layout). Their eyes scan the page in an F pattern.
Follow the F pattern
If you focus on
the red areas of the pictures below, you will see what is known as the F shape - this is where users tend to focus their attention when scanning a website. 
· The first two paragraphs must state the most
important information. This is the most likely to be read.
· Start subheads, paragraphs, and bullet points
with information-carrying words that users will notice
when scanning down the left side of your content in the final stem of their
F-behaviour.
In summary
Users won't read your text thoroughly in a word-by-word manner - especially when conducting initial research. People are scanning content headings, sub headings and opening
paragraphs for keywords to
decide if the webpage they have opened is what they are looking for. If it
isn’t, they will hit the back button in their browser and open the next search
result listing!
Do you think these rules apply
to websites optimised for mobile? Please add your comments.