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#BrightonSEO 2014 - Think Eyes... Not Just Keywords

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Think Eyes, Not Just Keywords. An eye tracking study of where users look on components of search listings. Conducted by Adrian Durow at The ConversionArium, and Southampton Solent University.

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#BrightonSEO 2014 - Think Eyes... Not Just Keywords

  1. 1. Think Eyes. Not Just Keywords. Adrian Durow, The ConversionArium @adriandurow
  2. 2. Attention Interest Desire Action
  3. 3. Methodology Eye tracking hardware 10 participants 3 hypotheses 6 tasks / key phrases SEO-related and non-SEO-related tasks
  4. 4. Hypothesis One Domains get more attention than other elements of a standard search listing
  5. 5. Domains dominating gazeplots for “content marketing agency”
  6. 6. 76% 34% 0% 10% 20% 30% 40% 50% 60% 70% 80% % of domains viewed “turkey holidays” “content marketing agency”
  7. 7. How powerful is this?
  8. 8. Hypothesis Two Search listings with authorship markup, are more powerful in attracting attention
  9. 9. 65% …of listings with authorship markup were viewed for “mobile site or responsive design?”
  10. 10. 50% …of listings with authorship markup were viewed for “which colour car is best?”
  11. 11. Authorship listing viewings made up 59% of total listing viewings for “mobile site or responsive design?” Authorship listing viewings made up 14% of total listing viewings for “which car colour is best?”
  12. 12. Hypothesis Three Search listings with keywords at the start of the listing title, get more attention than those with keywords in the middle or end of the listing title.
  13. 13. 60% of search listings with searched keywords at the start of the title were viewed for “SEO software”. 43% of search listings with searched keywords at the start of the title were viewed for “cheap tvs”.
  14. 14. 0 1 2 3 4 5 6 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 "cheap tvs" "SEO software"
  15. 15. Hypothesis Summary 1. Domains = accepted (SEO / digital marketing keywords) 2. Authorship = accepted, but not as powerful as expected 3. Keywords in start of title = accepted
  16. 16. Other Interesting Stuff “Award winning” / “world class” got attention Review language got attention Numbers in titles got attention
  17. 17. Future work Cross analyse click data More SERP component testing A model for optimal CTRs?
  18. 18. The Gubbins… adrian@conversionarium.com @adriandurow Mohammed.Al-Husban@solent.ac.uk @mohammedhusban

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