Thursday 3 March 2016

Eye Tracking in 2016: How Searchers Interact with Mobile SERPs vs. Desktop - Moz

Eye Tracking in 2016: How Searchers Interact with Mobile SERPs vs. Desktop - Moz:





In 2014, Mediative released an eye-tracking study that looked at how Google’s Search Engine Results Page (SERP) has changed over the last decade, and how searcher behavior has adapted as a result. We learned that:
  1. Top organic results are no longer always in the top-left corner, so users look elsewhere to find them.
  2. Mobile devices have habitually conditioned searchers to scan vertically more than horizontally. Searchers are looking for the fastest path to the desired content.
  3. People are viewing more search results listings during a single session and spending less time viewing each one.
  4. Businesses that are positioned lower on the SERP (especially positions 2–4) see more click activity than they did several years ago, making this real estate much more valuable.
  5. The #1 organic listing still captures the most click activity (32.8%), regardless of what new elements are presented.


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