More on Enquiro's Search Engine Eye Tracking Study
Enquiro has released more info in a white paper about their eye tracking study. They had previously sent out a press release about it. Chris Sherman reports with some good insight into the contents of the study:
The study found that searchers tend to respond to search results that do the best job of matching the concept in the searcher's mind, regardless of the position of the search result on the page. Two important behavioral events are occurring here: Our eyes are jumping around on search results looking for direct matches, but we're also using peripheral vision which can indirectly help us locate information on the page.
These ideas, of optimizing for concepts rather than keywords, and taking advantage of subtler types of behavior such as the peripheral vision of the searcher, could lead to a whole new level of search optimization for those search marketers willing to invest the time to experiment.
The study also examines a lot of other factors influencing searcher behavior, such as the impact of bold vs. normal search terms in results, the confidence factor a searcher has with initial search results vs. results seen more than once, demographic differences that can affect searcher preferences and many more factors.
The study found that searchers tend to respond to search results that do the best job of matching the concept in the searcher's mind, regardless of the position of the search result on the page. Two important behavioral events are occurring here: Our eyes are jumping around on search results looking for direct matches, but we're also using peripheral vision which can indirectly help us locate information on the page.
These ideas, of optimizing for concepts rather than keywords, and taking advantage of subtler types of behavior such as the peripheral vision of the searcher, could lead to a whole new level of search optimization for those search marketers willing to invest the time to experiment.
The study also examines a lot of other factors influencing searcher behavior, such as the impact of bold vs. normal search terms in results, the confidence factor a searcher has with initial search results vs. results seen more than once, demographic differences that can affect searcher preferences and many more factors.
posted by Dave @ 11:19 AM
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