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There was a time, when users who had a specific task would go to a site where they thought that tasks could be completed. For example, if they wanted information on the Crisis in Darfur they would go directly to CNN or the BBC.
The search engine takes the user directly to the information they require thereby completely bypassing the sites home page. Obviously, this deep linking seriously reduces the prominence of the home page.
Add to this the rise of RSS feeds and more people accessing information via mobile devices, and you begin to see the focus shifting from the website home page towards the individual pages of content. That is not to say home pages are no longer important, they are simply not as important as once they were and so do not justify the level of competition they receive in some organisations.
Paul Boag – Webdesigner, bloggare och podcastare.