Eye tracking search results pages

8 October 2011 at 19:49 Leave a comment

Peter Myers describes using Mirametrix’s Eye Tracker system to check the hot spots (most viewed bits of) Google results pages for five formats – two varieties of local results, video searches, product images and expanded search links.

Three take-aways:

  • Mirametrix’s portable system seems to offer a flexible, reasonably affordable solution that could allow organisations to do their own eye-tracking.
  • As Peter says, “As Google moves away from 10 plain listings for more and more searches, it is definitely having an impact on search users.” For SEO practitioners, it is important to be aware of all the opportunities to appear in results  –  images, video, news; and to be aware of your competitors.  “Ranking #1 might not be pulling the weight it used to if your competitors down the page have more visually interesting results.”
  • The tests suggest that the in-page Local/Places results can have a big effect, even when located in the middle of the page. “In these limited cases, they seemed to pull attention away from the top organic spots. If your query has a local flavor, you need to be aware of how your Google Places page is competing.”
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Entry filed under: google, search interface, seo.

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