Google Eye Tracking Study: How Searchers See & Click on Google Search Results

MarketingSherpa Review:

The average Google searcher spends *less than* seven seconds looking at a search engine results page before they make a click decision.

Your challenge: How can you make sure your Google ads and/or your organic listings are "noticed" by searcher's eyes in those very few seconds?

And, what scientific principles can you apply to your copy to increase your click rate?

The new Google Eye Tracking Report is packed with stunning lab results answering these key questions, including 64 full-color heatmaps showing how actual searchers' eyes read typical search engine results pages.

Use this data to tweak your paid and organic search marketing tactics so you get more "viewer-ship" and clicks for your chosen keywords ... even if you don't have a big budget for a #1 paid ad ranking.

Paid ads versus organic listings -- lab tests prove why your site should appear in *both* for critical search terms

If you think you're covered because you have a paid ad (PPC listing) in Google for a search term that's important to your business ... think again. Organic results (free listings) are far more important, and can get more viewership and clicks. When you see the Report's full-color heatmaps of searchers eyes and click patterns, you'll understand why.

Plus, discover why you need to have multiple listings throughout a page. (You may rethink your affiliate program. Also, this data will help you fight for the search marketing budget your site deserves to get optimum results -- without wasting money.)

5 types of searcher behavior: how your ad placement and copy needs to appeal to each differently

As this Report's lab results show, not everyone reads and clicks on Google search results in the same way. In fact, there are five specific patterns people tend to use depending on where they are in the sales/educational cycle:

• The Quick Click
• The Linear Scan
• The Golden Triangle Scan
• The Deliberate Scan
• The Pick Up Search
• You can use this data in two ways:

-> Cut down on unwanted (costly) clicks from the *wrong* prospects by placing your ad where mainly searchers in the right part of the sales cycle will click.

-> Get the highest percent of clicks possible by making sure your site appears everywhere on the page that's critical to your campaign goals.

Top 5 Google ad copywriting questions answered:

As reported in MarketingSherpa, clever copywriting can help your PPC ads get more attention and more clicks even if your competitors have higher ranked ads. This Study reveals useful data on copy elements all search marketers should be testing, including:

#1. Does adding prices to your copy make a difference in the way people look at your ads and organic listings?

#2. Will a trusted brand name in the copy increase visibility and clicks? What about featuring a trusted brand-name in the click URL? (Important question for affiliates, distributors and resellers.)

#3. How does the use of bold affect the way people read your copy?

#4. Should the keyword always be included in the title? (Worth noting if you're using ad groups for lots of niche keywords.)

#5. How do eyes actually "read" your copy, and how can you make sure your most compelling 'click me now" words are immediately noted? (Hint: no one reads copy straight-forwardly, word for word.)

How position affects clickthrough -- do you really need to rank at #1?

Do you really need to be #1 in the listings? What if your site is #3 or dips even lower to #8? The Report's lab results prove the answer is completely different depending on whether you're concerned with organic listings or the paid ones. #1 is far, far more valuable for one type of listing, and not nearly as critical for the other.

Before you invest in a number one position for PPC or push your optimization expert to help you get to #1 for organic, check out the data and lab results from this Study.

Men versus women using Google - How to catch the eye (and clicks) of different demographics

As you've no doubt suspected, lab tests prove a typical man will view Google results slightly differently than a typical woman will. Even more interestingly, turns out men have slightly different click patterns than women do -- in terms of how many search results they'll patiently review before making their first click to a listed link.

If you're marketing to one specific demographic -- such as female consumers -- this data and corresponding heat maps may prove useful for you.

Table of Contents:

Introduction
Importance of the Golden Triangle
What Is Google's Golden Triangle?
The Golden Triangle
The Golden Triangle and the Google Effect
Interaction within the Golden Triangle
General
Entry Point
Reorientation
First Fixation of the Eye
Conclusions Regarding First Fixation Point
First Significant Scan Activity
Insight: What You See Is What You Click
Where the Clicks Happened
Interaction with Top Organic
F Scan Patterns
Interaction with Lower Organic
Impact of OneBox
Impact of OneBox on Scan Activity
Impact of Top Sponsored Ads
Is Top Organic Worth the Premium?
Interaction with Side Sponsored Ads
Insight: Why We Ignore Advertising
How We Scan a Listing
Regression Analysis of the Importance of Factors in a Click-Through
Semantic Mapping
The Impact of Default Attractors in Semantic Mapping
The Role of Intention
Attractors in Consumer Research
Product Details
Brands
Prices
Trusted URLs
Reading of Titles vs. Descriptions.
Insight: The Role of Brand in Search
Insight: Mapping Search Behavior Against the Buying Funnel
Insight: Right Brain vs. Left Brain in Search
Impact of Bolded Search Queries and Icons
Insight: Blink, Thin Slicing and the Art of Search
Insight: General Search vs. Vertical Search Intention
Insight: Mapping Searches vs. Navigation Searches
Confidence with Search Results 68
First Visit vs. Repeat Visits
Insight: Doing a Search Results Landscape and SWOT Analysis
Insight: Solving the Riddle of the Sponsored/Organic Multiplier
Searcher Behavior
The Quick Click
The Linear Scan
The Golden Triangle Scan
The Deliberate Scan
The Pick Up Search
The Importance of the Deliberate Searcher
Demographic Analysis
Note on Demographic Analysis
Men vs. Women and Their Search Patterns
Insight: Online Patience and the Sexes
Education
Age
Summary of Demographic Analysis
The Waiting-for-Load Scan
Success of Links
Methodology
Overview of Methodology
Observed vs. Self-Reported Research Methodologies
Image Management
Memory Deficit
Behaviors Done at a Subconscious Level
Comparisons of Free vs. Prompted vs. Scripted
The Treasure Hunt Syndrome
Interpreting Aggregate Heatmaps
Colored Regions
Purple X's (G)
Red Lines (H)
Dotted Line (I)
Background Image
Interpreting Individual Searcher Session Images
Green Dot (A)
Circles (B)
White Halos (C)
Orange Lines (D)
Black Lines (E)
Numbers in Black Boxes (F)
Blue Lines (G)
Red X's (H)
Red Dot (I)
Scrolling Pages and Following the Mouse
A Word About Sample Size
The Study Sample
General Demographic Breakdown

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