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

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