The good folks at SEOmoz have just released some interesting results from an eye-tracking study examining how people visually interact with Google’s various search engine results pages (SERPs to the search geeks out there).
Although this was a relatively small study (8 people shown 5 SERPs) the results and implications are definitely interesting, especially if you or your clients are focusing on localized search queries or searches that are relevant for video-based results. And keep in mind this study was around visual interaction, not calls, clicks or mouse activity.
One potential implication is that as Google tests different and more visually interesting SERP formats, they may succeed at diverting attention away from the top organic rankings down to enhancements like video thumbnails… even if they fall down towards the page break. Same dynamic appears for localized seaches, where Local/Places results pull attention even though they’re further down the page.
Again, a small study and more comprehensive data is needed… but definitely some interesting implications to follow!
Eye-Tracking Google SERPs – 5 Tales of Pizza
October 5th, 2011 – Posted by Dr. Pete to Analytics
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