Eye Tracking - How Users View and Interact With Google Search Results

searchmarketingexpo.com@Mediative

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EYE TRACKING UPDATE: HOW USERS VIEW & INTERACT WITH CONTEMPORARY GOOGLE SEARCH RESULTS


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Matt AgtarapBusiness Development ManagerMediative@MattAgtarap

Gord HotchkissPresidentGiro Vacations Inc. and Author@outofmygord


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MEDIATIVE IS A DIGITAL

MARKETING COMPANY THAT

PROVIDES PERFORMANCE

SERVICES AND ACCESS TO

MEDIA PLATFORMS

DESIGNED TO HELP

BUSINESSES ENHANCE THEIR

DIGITAL PRESENCE AND

INFLUENCE COMSUMERS’

PATH TO PURCHASE.


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The Golden Triangle


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But SERPs don’t look

like this anymore


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We wanted to know…


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We tracked movement of the

eyes across the SERP and

where the final click took

place.

Example search task:

“Imagine you are moving

from Toronto to Vancouver

and are looking for an

apartment. Use Google to

find apartments for rent.”

How we did it


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What we learned


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Where searchers have been conditioned to look has changed.1What we learned


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Searchers are viewing more results during a single session and

spending less time viewing each one.220142005

What we learned


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Businesses that are lower on the

SERP (especially positions 2-4)

will see more click activity than

they used to.3

What we learned


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What this means for you


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SEO is no longer one-size-fits-all. Branding opportunities exist, and you

need to be visible where there will be the biggest impact on branding

and traffic.1What this means for you


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The branding

opportunity of

paid search.


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and traffic.1Optimize your results. Front load content, and take advantage of meta

data and schema mark up.2



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• 4th organic listing

• 26% of clicks

• 15% of the time spent on the

page


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and traffic.1Optimize your results. Front load content, and take advantage of meta

data and schema mark up.2It used to be about location, location, location. Now it’s about intent,

intent, intent. First listing vs. first page depends on the searcher’s intent

and your brand.3



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1

Informational search – looking for relevant

content, so there is more scanning and 4x as

many clicks below the 4th organic listing.

Navigational search – a searcher is looking

for a specific site, and they find it right away.

Let’s talk about intent


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Implications for

SERP Success


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It’s not always about getting to the #1 organic result.1Implications for SERP success


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It’s not always about getting to the #1 organic result.1A solid, user-focused content strategy is much more robust than just

chasing the algorithm.2

Implications for SERP success


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It’s not always about getting to the #1 organic result.1A solid, user-focused content strategy is much more robust than just

chasing the algorithm.2Understanding intent is what will set you apart and help you be in the

right place (and also dedicate your resources to the right efforts).3

Implications for SERP success


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How to learn more


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2

8


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Listing Position 2005 CTR 2014 CTR

Top #1 Sponsored Ad 9.4% 9.9%

Top #2 Sponsored Ad 4.7% 4.6%

Total Top 2 Sponsored 14.1% 14.5%

Top #1 Organic Listing 32.3% 32.8%




Top 4 Organic 47.8% 62.6%

All Organic 56.7% 74.6%

Above 4th Organic Listing 67.6% 84%

CTR: 2005 vs. 2014


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Download the full study:

mediative.com/SMXWEST

Questions?Speak with one of our experts.


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Date post:	14-Jul-2015
Category:	Marketing
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Eye Tracking - How Users View and Interact With Google Search Results

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