Eye-Tracking and How User Scan Result Page
People interested in search engine optimization (SEO) often ask us what people look at and click on once they get to those search engine results pages (SERPs).
Good news! In September, Mediative released a report showcasing their latest research on the subject. The data includes heat maps created using eye-tracking technology to examine where participants tended to look, as well as click-through rates (CTR). In the report they compared this information against a similar study done by Enquiro, which has since become part of Mediative, in 2005.
In 2005, they discovered a distinctive “F” or so-called “golden triangle” pattern, around which a lot of SEO and advertising strategies have been designed ever since.
As you can see, the red and orange areas show that people focused on the top results, and read across the lines.
In 2014, this is no longer the case:
As you can see, people now view SERPs in a more vertical pattern and barely ever read all the way across. The hot-spot here shows that people are looking for the top organic results. According to the report, the average user in 2014 looks at more search results before clicking, but spends less time looking at each.
You don’t have to be the #1 result anymore. While the top organic result still got the most clicks, the study found that the second, third and fourth results get more clicks than ever before – spots 1 through 4 now get a combined total of 62.6% of clicks, compared to 47.8% in 2005.
Ads are still in. But only certain types of ads – the point above shows that people are looking for the top organic result, but the data also show that 84% of clicks go to anything from that 4th listing and up – including the text-based ads at the top. Those ads at the right hand side of the page are pretty much ignored, so you don’t get a lot of bang for your buck over there.
You need to be listed in Google+ Local. There are a lot of benefits to being listed, and this map adds one more: that people look at the top listings in Google+ Local as much as at the top organic results.
Use the schema mark-up. Even if your website appears in those top results, you need to make it appealing to click, so fill in those headings and meta descriptions.
Good news! In September, Mediative released a report showcasing their latest research on the subject. The data includes heat maps created using eye-tracking technology to examine where participants tended to look, as well as click-through rates (CTR). In the report they compared this information against a similar study done by Enquiro, which has since become part of Mediative, in 2005.
Here’s what they found:
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| EYE TRACKING |
Golden triangle
As you can see, the red and orange areas show that people focused on the top results, and read across the lines.
In 2014, this is no longer the case:
Vertical
As you can see, people now view SERPs in a more vertical pattern and barely ever read all the way across. The hot-spot here shows that people are looking for the top organic results. According to the report, the average user in 2014 looks at more search results before clicking, but spends less time looking at each.
What it means for your veterinary practice website:
You don’t have to be the #1 result anymore. While the top organic result still got the most clicks, the study found that the second, third and fourth results get more clicks than ever before – spots 1 through 4 now get a combined total of 62.6% of clicks, compared to 47.8% in 2005.
Ads are still in. But only certain types of ads – the point above shows that people are looking for the top organic result, but the data also show that 84% of clicks go to anything from that 4th listing and up – including the text-based ads at the top. Those ads at the right hand side of the page are pretty much ignored, so you don’t get a lot of bang for your buck over there.
You need to be listed in Google+ Local. There are a lot of benefits to being listed, and this map adds one more: that people look at the top listings in Google+ Local as much as at the top organic results.
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