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Eyetracking On Google Universal SERPs 
By: Jordan McCollum 2007-09-24 AT SMX Advanced in June, someone asked about eyetracking for personalized results. Gord Hotchkiss took on the challenge, and today... ...writes about Enquiros new eyetracking studies on Google Universal Search results pages, revealing a new scanning pattern in personalized search results. Historically, weve seen the Golden Triangle or the F-shaped scanning pattern, which shows that users focus their gaze on the upper left hand side of the page, trailing off to the right and bottom of the page. 
However, with personalized results, these studies found a more E-shaped eyetracking pattern. Universal results kept users attention further down and across the page. Where non personalize results tended to have one or two areas of attention across the page, personalized results showed more interest across the page three, four or even more times, as well as more interest further down the page. Somewhat surprisingly, images in search results did not hold users attention very long. Gord explains that We can determine relevance fairly quickly and if an image proves to be irrelevant, we quickly move on. However, personalized search results in the mockups did hold attention longer:
The performance of personalized results in the test versions was notably better than non-personalized results: 
Overall, their personalized search mockups showed marked increase in time spent on site, click-throughs and fixations of attention on the page. For the full personalized search eyetracking whitepaper, visit Enquiro. It features interviews with leading search engines experts and employees, including Asks Michael Ferguson"but what Id like to see next is eyetracking on Ask 3D! Comments Tag: Google, SEO, SEM Add to  Del.icio.us |  Digg |  Reddit |  Furl Have a bookmark! -  About the Author: Jordan McCollum is a staff writer for the popular marketing blog Marketing Pilgrim. She has worked in search engine optimization with clients including 3M, Little Giant Ladders and ADP. After graduating from Brigham Young University, Jordan joined the SEO copywriting team at the Internet marketing firm 10x Marketing. After 10x closed its doors in December 2006, Jordan became a freelance writer and Internet marketing consultant specializing in SEO. She also has extensive experience with web analytics, conversion rate enhancement and e-mail marketing. |
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