Ten years ago, discovered eye tracking in eye-tracking search results present the golden triangle, but the latest research found that this has changed, and eye tracking more vertical and more dispersed now.
A gold triangle into a more vertical distributed
Mediative study found that over the past ten years, the search engine results pages (SERPs) has undergone many changes, which led to attention when Web surfers visit SERPs changes.
The study 53 participants, asking them to complete 43 search and capture their eye movements. All operations in Canada Google search engine on the PC machine to complete.
Mediative has done similar research in 2005. At that time, the study found, people in the SERPs for eye tracking focus presents “the golden triangle” – the upper-left corner of the search results page.
In 2014, however, the findings vary greatly with a decade ago. The “golden triangle” is gone, replaced by a people more vertical eye tracking focus, and with different something different for searches.
Analysts said that one reason for the change is that people’s use of mobile devices universal, leading to more accustomed to browsing page vertically.
Another reason is that the new search engine SERPs eye tracking element that people change. For example, Google and so on in the upper left corner of their traditional search results, at present because the new SERP elements (like Knowledge Graph, Carousel and Local Listings, etc) seem scattered.
Two new elements introduced eye tracking changes
Along with the constant emergence of new SERP elements, people scanned pages faster trend. In 2005, the average spend 2 seconds to scan a page of search, and now there are only 1.17 seconds.
Knowledge Graph results (knowledge graph from Google directly the information displayed in a SERP) because the answers are related and the attention of significant differences.
Participants will be met with irrelevant content Skip past, and went to the bottom of the content. However, if knowledge of results are relevant, it will attract a lot of attention in the subsequent list.
Look at Google’s Carousel (carousel, an image displayed at the top of the page, often with their ratings information), smaller than a knowledge map on the follow-up of affected information.
In most cases, the respondents are not paying too much attention on the Carousel, but has more concern for its content below.
However, the Carousel introduced for directly beneath it into sponsorship information has brought a high degree of attention–when there is a Carousel that people spend more time than when there are no Carousel has increased 136%.
Third, natural search click on activity changes
In the natural search results ranked in the forefront of links has maintained a high level of click activity, 32.8%, roughly in line with 2005.
However, as the new SERP element increases, growing time and attention, but it has attracted the attention of more people.
Natural search results ranked in the top 4 of the links to get more clicks-sharing. In 2005, the top 4 link click ratio is 47.8%, in 2014, however the results of this study are 62.6%.
In short, a decade or so later, the search world has changed a lot, eye tracking is also changing, this worthy of SEM, SEO concerns of researchers and users.