Originally at http://tracking.feedpress.it/link/9375/2742533

Posted by rMaynes1

[Estimated read time: 8 minutes]

In 2014, Mediative released an eye-tracking study that looked at how Google’s Search Engine Results Page (SERP) has changed over the last decade, and how searcher behavior has adapted as a result. We learned that:

Top organic results are no longer always in the top-left corner, so users look elsewhere to find them.
Mobile devices have habitually conditioned searchers to scan vertically more than horizontally. Searchers are looking for the fastest path to the desired content.
People are viewing more search results listings during a single session and spending less time viewing each one.
Businesses that are positioned lower on the SERP (especially positions 2–4) see more click activity than they did several years ago, making this real estate much more valuable.
The #1 organic listing still captures the most click activity (32.8%), regardless of what new elements are presented.

On a desktop, the #1 organic listing is shifting further down the page, opening up the top of the page with more potential areas for businesses to achieve visibility.

The way website listings are presented on a mobile search engine results page is significantly different from how they’re presented on a desktop. The decrease in available screen size means there are a limited number of listings immediately visible to searchers, and competition for the top spots can be fierce.

The 2016 eye-tracking study

In this latest eye-tracking study, Mediative took 49 participants of mixed age and gender, asking them to complete 41 search tasks on an iPhone 5 using Google. We used the X2-60 Tobii mobile device eye tracker to track where they looked on the screen, measuring time to first look, how many participants looked, a…

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