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searchmarketingexpo.com
@Mediative
#SMX #12C
EYE TRACKING UPDATE:
HOW USERS VIEW
&
INTERACT
WITH
CONTEMPORARY
GOOGLE SEARC...
searchmarketingexpo.com
@Mediative
#SMX #12C
Matt Agtarap
Business Development Manager
Mediative
@MattAgtarap
Gord Hotchki...
searchmarketingexpo.com
@Mediative
#SMX #12C
MEDIATIVE IS A DIGITAL
MARKETING COMPANY THAT
PROVIDES PERFORMANCE
SERVICES A...
searchmarketingexpo.com
@Mediative
#SMX #12C
The Golden Triangle
searchmarketingexpo.com
@Mediative
#SMX #12C
But SERPs don’t look
like this anymore
searchmarketingexpo.com
@Mediative
#SMX #12C
searchmarketingexpo.com
@Mediative
#SMX #12C
8
searchmarketingexpo.com
@Mediative
#SMX #12C
We wanted to know…
searchmarketingexpo.com
@Mediative
#SMX #12C
We tracked movement of the
eyes across the SERP and
where the final click too...
searchmarketingexpo.com
@Mediative
#SMX #12C
What we learned
searchmarketingexpo.com
@Mediative
#SMX #12C
Where searchers have been conditioned to look has changed.
1
What we learned
searchmarketingexpo.com
@Mediative
#SMX #12C
Searchers are viewing more results during a single session and
spending less ...
searchmarketingexpo.com
@Mediative
#SMX #12C
Businesses that are lower on the
SERP (especially positions 2-4)
will see mor...
searchmarketingexpo.com
@Mediative
#SMX #12C
What this means for you
searchmarketingexpo.com
@Mediative
#SMX #12C
SEO is no longer one-size-fits-all. Branding opportunities exist, and you
nee...
searchmarketingexpo.com
@Mediative
#SMX #12C
The branding
opportunity of
paid search.
searchmarketingexpo.com
@Mediative
#SMX #12C
SEO is no longer one-size-fits-all. Branding opportunities exist, and you
nee...
searchmarketingexpo.com
@Mediative
#SMX #12C
• 4th organic listing
• 26% of clicks
• 15% of the time spent on the
page
searchmarketingexpo.com
@Mediative
#SMX #12C
SEO is no longer one-size-fits-all. Branding opportunities exist, and you
nee...
searchmarketingexpo.com
@Mediative
#SMX #12C
2
1
Informational search – looking for relevant
content, so there is more sca...
searchmarketingexpo.com
@Mediative
#SMX #12C
Implications for
SERP Success
searchmarketingexpo.com
@Mediative
#SMX #12C
It’s not always about getting to the #1 organic result.
1
Implications for SE...
searchmarketingexpo.com
@Mediative
#SMX #12C
It’s not always about getting to the #1 organic result.
1A solid, user-focuse...
searchmarketingexpo.com
@Mediative
#SMX #12C
It’s not always about getting to the #1 organic result.
1A solid, user-focuse...
searchmarketingexpo.com
@Mediative
#SMX #12C
searchmarketingexpo.com
@Mediative
#SMX #12C
How to learn more
searchmarketingexpo.com
@Mediative
#SMX #12C
2
8
searchmarketingexpo.com
@Mediative
#SMX #12C
searchmarketingexpo.com
@Mediative
#SMX #12C
searchmarketingexpo.com
@Mediative
#SMX #12C
Listing Position 2005 CTR 2014 CTR
Top #1 Sponsored Ad 9.4% 9.9%
Top #2 Spons...
searchmarketingexpo.com
@Mediative
#SMX #12C
Download the full study:
mediative.com/SMXWEST
Questions?
Speak with one of o...
searchmarketingexpo.com
@Mediative
#SMX #12C
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Eye Tracking - How Users View and Interact With Google Search Results

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Eye Tracking Update: How Users View And Interact With Contemporary Google Search Results. PRESENTATION: Eye Tracking - How Users View and Interact With Google Search Results - Given by Matthew Agtarap, @MattAgtarap - Mediative, UX & Research and Gord Hotchkiss, @outofmygord - Giro Vacations Inc, President, Author. #SMX #12C

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Eye Tracking - How Users View and Interact With Google Search Results

  1. 1. searchmarketingexpo.com @Mediative #SMX #12C EYE TRACKING UPDATE: HOW USERS VIEW & INTERACT WITH CONTEMPORARY GOOGLE SEARCH RESULTS
  2. 2. searchmarketingexpo.com @Mediative #SMX #12C Matt Agtarap Business Development Manager Mediative @MattAgtarap Gord Hotchkiss President Giro Vacations Inc. and Author @outofmygord
  3. 3. searchmarketingexpo.com @Mediative #SMX #12C MEDIATIVE IS A DIGITAL MARKETING COMPANY THAT PROVIDES PERFORMANCE SERVICES AND ACCESS TO MEDIA PLATFORMS DESIGNED TO HELP BUSINESSES ENHANCE THEIR DIGITAL PRESENCE AND INFLUENCE COMSUMERS’ PATH TO PURCHASE.
  4. 4. searchmarketingexpo.com @Mediative #SMX #12C The Golden Triangle
  5. 5. searchmarketingexpo.com @Mediative #SMX #12C But SERPs don’t look like this anymore
  6. 6. searchmarketingexpo.com @Mediative #SMX #12C
  7. 7. searchmarketingexpo.com @Mediative #SMX #12C 8
  8. 8. searchmarketingexpo.com @Mediative #SMX #12C We wanted to know…
  9. 9. searchmarketingexpo.com @Mediative #SMX #12C We tracked movement of the eyes across the SERP and where the final click took place. Example search task: “Imagine you are moving from Toronto to Vancouver and are looking for an apartment. Use Google to find apartments for rent.” How we did it
  10. 10. searchmarketingexpo.com @Mediative #SMX #12C What we learned
  11. 11. searchmarketingexpo.com @Mediative #SMX #12C Where searchers have been conditioned to look has changed. 1 What we learned
  12. 12. searchmarketingexpo.com @Mediative #SMX #12C Searchers are viewing more results during a single session and spending less time viewing each one. 2 20142005 What we learned
  13. 13. searchmarketingexpo.com @Mediative #SMX #12C Businesses that are lower on the SERP (especially positions 2-4) will see more click activity than they used to. 3 What we learned
  14. 14. searchmarketingexpo.com @Mediative #SMX #12C What this means for you
  15. 15. searchmarketingexpo.com @Mediative #SMX #12C 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.1 What this means for you
  16. 16. searchmarketingexpo.com @Mediative #SMX #12C The branding opportunity of paid search.
  17. 17. searchmarketingexpo.com @Mediative #SMX #12C 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.1Optimize your results. Front load content, and take advantage of meta data and schema mark up. 2 What this means for you
  18. 18. searchmarketingexpo.com @Mediative #SMX #12C • 4th organic listing • 26% of clicks • 15% of the time spent on the page
  19. 19. searchmarketingexpo.com @Mediative #SMX #12C 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.1Optimize your results. Front load content, and take advantage of meta data and schema mark up. 2It used to be about location, location, location. Now it’s about intent, intent, intent. First listing vs. first page depends on the searcher’s intent and your brand.3 What this means for you
  20. 20. searchmarketingexpo.com @Mediative #SMX #12C 2 1 Informational search – looking for relevant content, so there is more scanning and 4x as many clicks below the 4th organic listing. Navigational search – a searcher is looking for a specific site, and they find it right away. Let’s talk about intent
  21. 21. searchmarketingexpo.com @Mediative #SMX #12C Implications for SERP Success
  22. 22. searchmarketingexpo.com @Mediative #SMX #12C It’s not always about getting to the #1 organic result. 1 Implications for SERP success
  23. 23. searchmarketingexpo.com @Mediative #SMX #12C It’s not always about getting to the #1 organic result. 1A solid, user-focused content strategy is much more robust than just chasing the algorithm. 2 Implications for SERP success
  24. 24. searchmarketingexpo.com @Mediative #SMX #12C It’s not always about getting to the #1 organic result. 1A solid, user-focused content strategy is much more robust than just chasing the algorithm. 2Understanding intent is what will set you apart and help you be in the right place (and also dedicate your resources to the right efforts). 3 Implications for SERP success
  25. 25. searchmarketingexpo.com @Mediative #SMX #12C
  26. 26. searchmarketingexpo.com @Mediative #SMX #12C How to learn more
  27. 27. searchmarketingexpo.com @Mediative #SMX #12C 2 8
  28. 28. searchmarketingexpo.com @Mediative #SMX #12C
  29. 29. searchmarketingexpo.com @Mediative #SMX #12C
  30. 30. searchmarketingexpo.com @Mediative #SMX #12C Listing Position 2005 CTR 2014 CTR Top #1 Sponsored Ad 9.4% 9.9% Top #2 Sponsored Ad 4.7% 4.6% Total Top 2 Sponsored 14.1% 14.5% Top #1 Organic Listing 32.3% 32.8% Top #2 Organic Listing 3.6% 11.8% Top #3 Organic Listing 5.7% 10.7% Top #4 Organic Listing 6.2% 7.3% Top 4 Organic 47.8% 62.6% All Organic 56.7% 74.6% Above 4th Organic Listing 67.6% 84% CTR: 2005 vs. 2014
  31. 31. searchmarketingexpo.com @Mediative #SMX #12C Download the full study: mediative.com/SMXWEST Questions? Speak with one of our experts.
  32. 32. searchmarketingexpo.com @Mediative #SMX #12C

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