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:
- Top organic results are no longer always in the top-left corner, so users look elsewhere to find them.
- Mobile devices have habitually conditioned searchers to scan vertically more than horizontally. Searchers are looking for the fastest path to the desired content.
- People are viewing more search results listings during a single session and spending less time viewing each one.
- 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.
- The #1 organic listing still captures the most click activity (32.8%), regardless of what new elements are presented.
To read more of this article go to: https://moz.com/blog/eye-tracking-2016-how-searchers-interact-mobile-serps-desktop
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