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Introduction - by Gord Hotchkiss

Since we first mentioned the Golden Triangle at Search Engine Strategies in New York at the end of February, the image has been posted to dozens, or perhaps hundreds, of forums, blogs and websites.

I have spoken of the Golden Triangle in San Francisco, Toronto, Orlando and London, England since then, and most members of the audience had heard of it. For many, the image confirmed what they already intuitively knew. For others, the intensity and concentration of the scan patterns was surprising.

The research, despite the fact that it was only conducted on Google (or perhaps because of it), has caught the attention of all the major search engines. Although we had been doing research on how people use search engines for a year and a half, this was the first time we had findings with such visual impact.

After hand coding over 300 individual sessions slices so we could do further analysis, we had to say enough and release our findings to the public in full as the "Eye Tracking Study".

The Importance of the Eye Tracking Study

In this study 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.

In this 106-page paper, you’ll learn about the complex interplay between page elements such as top sponsored links, OneBox results (Google’s News, Product or Local listings that appear just above the organic results), organic results and side sponsored ads.

You’ll learn how our eyes move around the page in excruciating detail, how we scan listings, what catches our eye and what motivates us to click on one listing over another.

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?

Like any research project, it will answer some questions, but likely will raise more. This is okay, as long as it helps push the boundaries of our knowledge of how people search a little further out. We feel confident that this White Paper accomplishes this.

In the meantime, we have fallen in love with "eye tracking" technology. We plan to continue down the path we started and release further studies in the future.

This whitepaper has 100+ pages packed with valuable information and images. Topics that include:

• 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

publisher-author

Eyetools Inc [did also : EyeTools ]

License

Single User License

Platform

all Platforms

Money Back

n/a

See too

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