Google SERP Eye-Tracking: 2005 vs. 2014
Google SERP Eye-Tracking: 2005 vs. 2014 was originally published on BruceClay.com, home of expert search engine optimization tips.
Mediative Chief Strategy Officer Gord Hotchkiss and Business Development Manager Matt Agtarap share results from their company’s 2014 Google SERP eye-tracking study in the aptly titled “How Users View and Interact with Contemporary Google Search Results” at Search Marketing Expo (SMX) West 2015.
From left: Speaker Matt Agtarap, moderator Chris Sherman and speaker Gord Hotchkiss.
2005 Eye-Tracking Results
Results from Mediative’s 2005 eye-tracking study.
When someone did a search in 2005, their eyes would automatically focus on the upper left. Mediative called this area the Golden Triangle.
“When searching for information, we use the same strategy we use when foraging for food. We’re looking for something on the page that corresponds to the idea in our mind. We want to find something that promises we’ll find what we’re looking for on that page — these decisions are made in split sections,” Hotchkiss explains.
Searchers will look for clues, represented by the links that are shown on the page. The first place searchers look is in the hyper link title — then the eyes will go to the left hand side. Searchers typically only look at four different results and compare them at any one time — so they chunk the search page into consideration pieces. In 2005, 100 percent of people would scan the first four listings, and 80 percent will make a click within those four.
But SERPs don’t look like this anymore …
2014 Eye-Tracking Results
Results from Mediative’s 2014 eye-tracking study.
Videos, local listing, images, hotel listing, carousels, direct answers — today’s SERP is much different from the SERP of 2005. Accordingly, where searchers have been conditioned to look has also changed. Last year, Mediative conducted a new eye-tracking study.
Now:
Users scan the whole SERP quickly — trying to identify the “chunk” of results that is most relevant to their query. (Click to Tweet)
There is less horizontal scanning then there used to be.
Average duration on a SERP in 2005 was 14 to 15 seconds. In 2014, it took 8 to 9 seconds. (We’re scanning more real estate, but we’re finding something we’re confident in clicking on twice as fast.) (Click to Tweet)
Some other takeaways from the 2014 eye-tracking study:
Less than 10% of users look at ads listed on the right side. (Click to Tweet)
Businesses that are lower on the SERP (especially positions 2-4) will see more click activity than they used to. (Click to Tweet)
The fourth organic listing earns 26% of clicks. (Click to Tweet)
Hotchkiss shares more facts:
50-60 percent of our feelings of a page are created before we even click — the stars, the position, etc. influence our feelings pertaining to a listing.
We’re naturally programmed to look at images — thumbnails will attract attention.
When searchers are looking for relevant content, there is more scanning and four times as many clicks belowe the fourth organic listings.
Implications for SERP Success
It’s not always about getting to the No. 1 organic result.
A solid, user-focused content strategy is much more robust than chasing the algorithm.
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.
Download a copy of Mediative’s 2014 eye-tracking study.
