Implications Of User Engagement


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OTOinsights Search Engine Strategies NYC 2010 Presentation. Covers neuromarketing research OTOinsights conducted to understand the impact that Universal Search Results has on search behavior.

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  • While the fleur-de-lis has appeared on countless Europeancoats of arms and flags over the centuries, it is particularly associated with the French monarchy in a historical context. Chevrolet Corvette, Boy Scouts, and New Orleans Saints. Semantics is very important to understand. Symbols/Images have very different meanings depending on your world view. Indeed they also contain the preverbal 1000 words. This is why brands use them to create, as Neuroscientist AntioniDemassio coins it, Somatic Markers. Stored in your pre-frontal cortex, its your personal database of unique meanings that help you to respond to something with meaning in either a non-cognitive emotional way or using higher order cognitive processing.
  • Paintings at Apollo 11 site in south west africa. 23,500bc. Its no surprise that the earliest forms of communications i
  • West Semitic people from the eastern coast of the Mediterranean (where Phoenician and Hebrew groups lived) are usually credited with developing the world's first writing system. There was 20,000 years of human history that passed where the population depended on communicating through images.
  • And that was when things were SIMPLE. Lets just look at how many people existed when introduced an alphabet……not that many. However, we have seen an explosion of population since the Renaissance, where we see an explosion of human processing power. All adding their own narrative and symbols of expression to human culture.
  • Which brings me to today……thank you Google for helping index and order this knowledge!
  • However, it took about 10 years for Google to move from text-based results.
  • To Universal Search Results (where images, videos, sound, maps, news, and books) are now part of Search Results Pages. We have had a decade of making a science of SEO and SEM to only have it challenged by a new dynamic, multi-media.
  • This is what we set out to understand.
  • Implications Of User Engagement

    1. 1. Implications Of User EngagementWith Search Engine Results Pages<br />Thursday, March 25, 2010<br />
    2. 2. hi!<br />@OTOinsights<br />@jkarnell<br />
    3. 3.
    4. 4. 23,500BC<br />
    5. 5. 3,500BC<br />
    6. 6. World Population<br />
    7. 7.
    8. 8.
    9. 9.
    10. 10. study objectives<br />
    11. 11. 1<br />Determine user behavior and engagement with Universal Search Engine Result Pages (SERPS) vs. traditional text-only results<br />
    12. 12. 2<br />Assess the impact that Universal Search will have by becoming a more prominent part of SERPs.<br />
    13. 13. 3<br />Identify potential impact on SEM campaigns.<br />
    14. 14. 4<br />Gather preliminary data to inform a formal, larger scale study.<br />
    15. 15. methodology<br />
    16. 16. 1<br />Recruited 17 subjects that were in the market to change their cable provider. <br />
    17. 17. 2<br />Established 10 key word sets:<br />6 Branded <br />4 Unbranded<br />
    18. 18.
    19. 19. 3<br />Created 4 SERPs for each keyword =<br />40 Permutations<br />
    20. 20. Nat<br />Natural Only<br />
    21. 21. Nat<br />Natural With<br />Paid<br />
    22. 22. Nat<br />Universal Only<br />
    23. 23. Nat<br />Universal With<br />Paid<br />
    24. 24. 4<br />Collect eye tracking and physiological data.<br />
    25. 25. Tobii T6 Eye Tracking Monitor<br />Infiniti Pro-comp Bio-Feedback<br />
    26. 26. 5<br />Fill out two surveys:<br /><ul><li> Geneva Emotion Wheel
    27. 27. Aesthetic Likert Scale</li></li></ul><li>
    28. 28. 6<br />What link would you click on first and second?<br />
    29. 29. insights<br />
    30. 30. insight 1<br />SERPs which include video and image results reinforce eyeballs to stay focused on the first page top paid and natural search terms.<br />
    31. 31. I<br />Video was typically fixated on before the first natural and the right paid links.<br />
    32. 32. I<br />Video link also received more clicks than the multilinks and the second natural links<br />
    33. 33. Image link received more first fixations and clicks than the multilinks and the second natural links.<br />Note: No Paid Results<br />
    34. 34. insight 2<br />Universal SERPs ‘Golden Triangle’ related to visual density.<br />
    35. 35. I<br />Natural only follows Nielsen’s F-Pattern (Nielsen, 2006)<br />
    36. 36. I<br />Universal follows ‘Golden Triangle” identified by Enqurio (Marketing Sherpa, 2009)<br />
    37. 37. insight 3<br />Video and image results increase engagement on a SERP.<br />
    38. 38. I<br />
    39. 39. I<br />
    40. 40. conclusions<br />
    41. 41. conclusion<br />Creating a holistic strategy which considers all search interactions will provide competitive advantage and drive more engaged visitors through your SEM activities<br />
    42. 42. conclusion<br />Start to think about your current digital assets and how they can be leveraged to gain additional reach with search engines.<br />
    43. 43. bye!<br />