The Logo: The Most Interesting Part of a Website

According to the Stanford Guidelines for Web Credibility, most site visitors spend roughly 36 seconds browsing a website's main page. Of all the parts of the main page, though, the brand logo commands visitors’ attention for as long as 6.48 seconds—around 0.04 seconds longer than the main navigation menu, which makes a critical difference in terms of brand recall.

Yet it's not so much the design as the optimization process that warrants your attention. Any web image won't always load when you want it to, so experts say it's best to look at the syntax. You can take advantage of the ALT attribute to optimize the images even if they didn't show up properly. Include at least one keyword in the syntax; don't overstuff it.

You can also optimize the logo’s filename in line with your search engine optimization efforts. Of course, you’ll have to do something about a logo image that fails to load, especially since you can assume that most people who visit your site will want to see your logo. While it is the user's system that causes images to often black out, keep in mind that script errors and the like can produce the same effect.