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#SMX #11a @Mediative
EYE TRACKING UPDATE: HOW
USERS VIEW AND INTERACT WITH
CONTEMPORARY GOOGLE SEARCH
RESULTS
#SMX #11a @Mediative
Chris Pinkerton
Vice President,
Client Development, North America
Mediative
@chrispinkerton
#SMX #11a @Mediative
Who is ?
We help businesses cut through the digital
clutter so they can better perform in an
otherwis...
#SMX #11a @Mediative
150
Experts that work across
four Canadian offices in
Vancouver, Kelowna,
Toronto and Montreal.
#SMX #11a @Mediative
THE GOLDEN TRIANGLE
#SMX #11a @Mediative
BUT SERPS DON’T LOOK LIKE THIS ANYMORE
#SMX #11a @Mediative
#SMX #11a @Mediative8
#SMX #11a @Mediative
WE WANTED TO KNOW…
#SMX #11a @Mediative
HOW WE DID IT
#SMX #11a @Mediative
WHAT WE LEARNED
Where searchers have been conditioned to look has changed.
1
#SMX #11a @Mediative
WHAT WE LEARNED
Searchers are viewing more results during a single session and
spending less time vie...
#SMX #11a @Mediative
WHAT WE LEARNED
Businesses that are lower on
the SERP (especially positions
2-4) will see more click ...
#SMX #11a @Mediative
WHAT DOES THIS MEAN
FOR BUSINESSES?
#SMX #11a @Mediative
WHAT THIS MEANS FOR BUSINESSES
SEO is no longer one-size-fits-all. Branding opportunities exist,
and ...
#SMX #11a @Mediative
WHAT THIS MEANS FOR BUSINESSES
The branding opportunity
of paid search.
#SMX #11a @Mediative
WHAT THIS MEANS FOR BUSINESSES
SEO is no longer one-size-fits-all. Branding opportunities exist,
and ...
#SMX #11a @Mediative
WHAT THIS MEANS FOR BUSINESSES
•  4th organic listing
•  26% of clicks
•  15% of the time spent on th...
#SMX #11a @Mediative
WHAT THIS MEANS FOR BUSINESSES
SEO is no longer one-size-fits-all. Branding opportunities exist,
and ...
#SMX #11a @Mediative
LET’S TALK ABOUT INTENT
Navigational search – a searcher is looking
for a specific site, and they fin...
#SMX #11a @Mediative
IMPLICATIONS FOR
SERP SUCCESS
#SMX #11a @Mediative
WHAT THIS MEANS FOR BUSINESSES
It’s not always about getting to the #1 organic result.
1
#SMX #11a @Mediative
WHAT THIS MEANS FOR BUSINESSES
It’s not always about getting to the #1 organic result.
1 A solid, use...
#SMX #11a @Mediative
WHAT THIS MEANS FOR BUSINESSES
It’s not always about getting to the #1 organic result.
1 A solid, use...
#SMX #11a @Mediative
#SMX #11a @Mediative
HOW TO LEARN MORE
#SMX #11a @Mediative
27
#SMX #11a @Mediative
#SMX #11a @Mediative
#SMX #11a @Mediative
CTR: 2005 vs. 2014
Listing Position 2005 CTR 2014 CTR
Top #1 Sponsored Ad 9.4% 9.9%
Top #2 Sponsored ...
#SMX #11a @Mediative
Download the full study:
mediative.com/SMXEAST
Questions?
Speak with one of our experts.
#SMX #11a @Mediative
BUT WHAT ABOUT
MOBILE?
#SMX #11a @Mediative
Register to request the mobile
version of the study as soon as it
becomes available:
mediative.com/sm...
#SMX #11a @Mediative
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016
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Eye Tracking Update: How Users View and Interact With Contemporary Google Search Results By Chris Pinkerton

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Eye Tracking Update: How Users View & Interact With Contemporary Google Search Results. PRESENTATION: Eye Tracking Update: How Users View and Interact With Contemporary Google Search Results - Given by Chris Pinkerton, @ChrisPinkerton - Meditative, Vice President, Client Development, North America. #SMX #11A

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Eye Tracking Update: How Users View and Interact With Contemporary Google Search Results By Chris Pinkerton

  1. 1. #SMX #11a @Mediative EYE TRACKING UPDATE: HOW USERS VIEW AND INTERACT WITH CONTEMPORARY GOOGLE SEARCH RESULTS
  2. 2. #SMX #11a @Mediative Chris Pinkerton Vice President, Client Development, North America Mediative @chrispinkerton
  3. 3. #SMX #11a @Mediative Who is ? We help businesses cut through the digital clutter so they can better perform in an otherwise complex digital landscape, and ultimately reach, engage, and convert more potential customers.
  4. 4. #SMX #11a @Mediative 150 Experts that work across four Canadian offices in Vancouver, Kelowna, Toronto and Montreal.
  5. 5. #SMX #11a @Mediative THE GOLDEN TRIANGLE
  6. 6. #SMX #11a @Mediative BUT SERPS DON’T LOOK LIKE THIS ANYMORE
  7. 7. #SMX #11a @Mediative
  8. 8. #SMX #11a @Mediative8
  9. 9. #SMX #11a @Mediative WE WANTED TO KNOW…
  10. 10. #SMX #11a @Mediative HOW WE DID IT
  11. 11. #SMX #11a @Mediative WHAT WE LEARNED Where searchers have been conditioned to look has changed. 1
  12. 12. #SMX #11a @Mediative WHAT WE LEARNED Searchers are viewing more results during a single session and spending less time viewing each one. 2 20142005
  13. 13. #SMX #11a @Mediative WHAT WE LEARNED Businesses that are lower on the SERP (especially positions 2-4) will see more click activity than they used to. 3
  14. 14. #SMX #11a @Mediative WHAT DOES THIS MEAN FOR BUSINESSES?
  15. 15. #SMX #11a @Mediative WHAT THIS MEANS FOR BUSINESSES 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
  16. 16. #SMX #11a @Mediative WHAT THIS MEANS FOR BUSINESSES The branding opportunity of paid search.
  17. 17. #SMX #11a @Mediative WHAT THIS MEANS FOR BUSINESSES 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 Optimize your results. Front load content, and take advantage of meta data and schema mark up. 2
  18. 18. #SMX #11a @Mediative WHAT THIS MEANS FOR BUSINESSES •  4th organic listing •  26% of clicks •  15% of the time spent on the page
  19. 19. #SMX #11a @Mediative WHAT THIS MEANS FOR BUSINESSES 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 Optimize your results. Front load content, and take advantage of meta data and schema mark up. 2 It 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
  20. 20. #SMX #11a @Mediative LET’S TALK ABOUT INTENT Navigational search – a searcher is looking for a specific site, and they find it right away Informational search – looking for relevant content, so there is more scanning and 4x as many clicks below the 4th organic listing.
  21. 21. #SMX #11a @Mediative IMPLICATIONS FOR SERP SUCCESS
  22. 22. #SMX #11a @Mediative WHAT THIS MEANS FOR BUSINESSES It’s not always about getting to the #1 organic result. 1
  23. 23. #SMX #11a @Mediative WHAT THIS MEANS FOR BUSINESSES It’s not always about getting to the #1 organic result. 1 A solid, user-focused content strategy is much more robust than just chasing the algorithm. 2
  24. 24. #SMX #11a @Mediative WHAT THIS MEANS FOR BUSINESSES It’s not always about getting to the #1 organic result. 1 A solid, user-focused content strategy is much more robust than just chasing the algorithm. 2 Understanding 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
  25. 25. #SMX #11a @Mediative
  26. 26. #SMX #11a @Mediative HOW TO LEARN MORE
  27. 27. #SMX #11a @Mediative 27
  28. 28. #SMX #11a @Mediative
  29. 29. #SMX #11a @Mediative
  30. 30. #SMX #11a @Mediative CTR: 2005 vs. 2014 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%
  31. 31. #SMX #11a @Mediative Download the full study: mediative.com/SMXEAST Questions? Speak with one of our experts.
  32. 32. #SMX #11a @Mediative BUT WHAT ABOUT MOBILE?
  33. 33. #SMX #11a @Mediative Register to request the mobile version of the study as soon as it becomes available: mediative.com/smxeast-mobile Questions? Speak with one of our experts.
  34. 34. #SMX #11a @Mediative THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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