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This article mainly introduces "what changes are there in the eye track of the search page". In daily operation, I believe many people have doubts about what changes are there in the eye track of the search page. The editor has consulted all kinds of materials and sorted out simple and easy operation methods. I hope to help you answer the doubts about "what changes are there in the eye track of the search page"! Next, please follow the small series to learn together!

One, the golden triangle becomes more vertically dispersed

Mediative's research found that search engine results pages (SERPs) have changed a lot over the past decade, which has also led to changes in Internet users 'attention when visiting SERPs.

The study asked 53 participants to complete 43 search tasks and then capture their eye movements. All of this is done with the Google search engine on a PC in Canada.

Mediative did a similar study in 2005. At the time, the study found that people's eye trajectories focused on SERPs presented a "golden triangle"-the upper-left corner of the search results page.

However, the results of this study in 2014 are very different from those of a decade ago. The golden triangle disappeared, and instead people's eye trajectories focused more vertically and differently from what they were searching for.

One reason for this change, analysts say, is that the popularity of mobile devices has led people to become more accustomed to browsing pages vertically.

Another reason is that the search engine's new SERPs element triggers changes in eye trajectories. For example, Google, etc., in the upper left corner of traditional search-related results, is now scattered by new SERP elements such as Knowledge Graph, Carousel, and Local Listings.

Second, the new element eye-catching track changes

As new SERP elements continue to appear, there is a trend for people to scan pages faster. In 2005, searchers took an average of two seconds to scan a page; now it's just 1.17 seconds.

Knowledge Graph results (information displayed directly by Google in SERPs) show significant differences in attention depending on whether the answers are relevant or not.

Respondents skipped over irrelevant content and moved on to content below it. However, if the result of the knowledge graph is relevant, it will attract a lot of attention in subsequent lists.

Or look at Google's Carousel (an image displayed at the top of a page, often with rating information), which has less impact on subsequent information attention than knowledge graphs.

In the multi-data situation, respondents did not pay much attention to the Carousel, but paid more attention to the content below it.

However, the introduction of Carousel brought a high level of attention to sponsored messages directly beneath it-people spent 136% more time with Carousel than without Carousel.

Third, natural search click activity changes

The links that rank highest in natural search results still get high click activity, reaching 32.8%, which is basically the same as in 2005.

However, with the addition of new SERP elements, attention span did not increase, but it attracted more attention.

The links in the top 4 of natural search results get more click-to-share. In 2005, 47.8% of the top four links were clicked, whereas in 2014, the results were 62.6%.

In short, a decade or so, the search world has changed a lot, people's eye tracks are also changing, which deserves the attention of SEM, SEO researchers and users.

At this point, about "search page eye track what changes" learning is over, I hope to solve everyone's doubts. Theory and practice can better match to help you learn, go and try it! If you want to continue learning more relevant knowledge, please continue to pay attention to the website, Xiaobian will continue to strive to bring more practical articles for everyone!

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