RSS feed Get our RSS feed

News by Topic

BizReport : Search Marketing : September 23, 2014

Study tracks effects of Google search engine updates on user behavior

A new eye-tracking study from Mediative reveals that the scanning behavior of search engine users has significantly changed over the past 10 years due to updates to Google's search engine results page and the conditioning effects of new technology.

by Helen Leggatt

According to digital media marketing firm Mediative, users of Google search engine spend less time viewing individual search results than they did a decade ago. Furthermore, increased use of mobile devices has led to users scanning pages vertically rather than horizontally.

"Businesses need to adapt their online marketing strategy to reflect not only the growing complexity of Google's results page layout, but also the new scanning behavior of searchers," says Mediative in a recent announcement about the release of "The Evolution of Google's Results Pages and Effects on User Behavior".

What hasn't changed, found the eye-tracking research, is users' propensity to click on the top sponsored listings and first organic listings. The top organic spot continues to capture the most clicks, on average.

While obtaining the top organic spot remains a difficult task, Mediative's research found that other areas of a results page can be "almost as lucrative for earning website traffic, indicating that businesses should focus their efforts on appearing in multiple areas of the SERP".

"At some point in a consumer's buying process, a search is done to investigate, compare or validate a purchase using Google, which is currently the predominant search engine. As a business, you have just over a second to capture a customer's attention, so maximum visibility in search results on Google is crucial to ensure that you can reach your prospects," said Darby Sieben, President of Mediative.

Tags: Google, research, search engine, search marketing, SERP

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.