Google Studies Eyetracking in SERPS – What’s Important to Know

eyetracking and search engine results

eyetracking and search engine results

Over at the Official Google Blog engineers have posted the results of their most recent eye tracking study as it pertains to the way in which users view the search results, or SERPS. A couple of interesting things:

* First, as if in total opposition to some credo a recent affiliate marketer proposed–(he claims videos that show up early in the SERPs earn more clicks than text content)–Google real-time eyetracking proves that in Universal Search users are no more likely to click on a video or image thumbnail than they are on a text heading. So if you are worried that all your valuable copy is being overlooked, let it go. Web users’ final choice–according to Google studies– seems to be based solely on the match between their search keywords and the headline/page title and description.

For web copywriters whose job it is to write the meta title and description tags, this is substantive information.

** Second, the Google eyetracking results showed that most users eyes danced over the first couple of search results more than any others and that many made final clicks in that region of the page.

Check out the recent Google eyetracking study– the real-time video is great.

My related post on webpage design considerations for web content writers also covers other studies done on eyetracking and visual heatmaps useful when you’re formatting a webpage or landing page.

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