White Paper Summary:
Enquiro Eye Tracking Report I: Google
The impact of the Google "Golden Triangle" has been discussed worldwide. For many readers, it confirmed what they already intuitively knew. Others found the intensity and concentration of the scan patterns surprising.
The research, despite the fact that it was only conducted on Google (or perhaps because of it), caught the attention of all the major search engines. Although we had been doing research on how people used search engines for a year and a half, this was the first time we had findings with such visual impact.
We believe any search marketer, or even developers of search technology, will gain insight that will make a significant impact on their search strategies. Not since our original White Paper, Inside the Mind of the Searcher, have we been afforded such a glimpse into the mental processes that govern search sessions.
These are just a few of the questions we try to answer.
The whitepaper covers:
The research, despite the fact that it was only conducted on Google (or perhaps because of it), caught the attention of all the major search engines. Although we had been doing research on how people used search engines for a year and a half, this was the first time we had findings with such visual impact.
We believe any search marketer, or even developers of search technology, will gain insight that will make a significant impact on their search strategies. Not since our original White Paper, Inside the Mind of the Searcher, have we been afforded such a glimpse into the mental processes that govern search sessions.
These are just a few of the questions we try to answer.
- Is position everything?
- If we don't find what we're looking for right off, do we lose confidence in the listings?
- Does the eye move differently the first time it sees a results page versus its return to the same page?
- How many listings do we look at before we decide?
- Do different demographic groups scan differently?
The whitepaper covers:
- Importance of the Golden Triangle
- Interaction with Top Organic
- Interaction with Lower Organic
- Impact of OneBox
- Impact of Top Sponsored Ads
- Interaction with Side Sponsored
- How we scan a listing
- Semantic Mapping
- Impact of Bolded Search
- Queries and Icons
- Confidence with Search Results
- Searcher Behavior
- Demographic Analysis
- Men vs. Women and their
- Search Patterns
- The Waiting for Load Scan
- Success of Links
"Mediative's BuyerSphere research found a very interesting difference in behavior between those under the age of 30 and those over 30. They interacted with online in significantly different ways "
Gord Hotchkiss
SVP, Mediative
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