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The evolution of Google's SERPs and effects on user behaviour
INTRODUCTION 
• What is Google’s “Golden Triangle”? 
• Why was the study conducted? 
• Eye-tracking explained 
KEY TAKEAWAYS 
• What we learned 
• Implications for businesses 
• Benchmarking click-through-rates 
IMPORTANT INFORMATION 
• Download the full study 
• Submit a question 
Ian Everdell 
Manager, UX and Research 
Angie Dzwonkiewicz 
Senior Manager, Direct Marketing 
WHAT WE WILL COVER
WHAT IS GOOGLE’S GOLDEN TRIANGLE? 
• The Golden Triangle is an area of concentrated gaze 
activity at the top left corner of the search results 
page. 
• It was first discovered by Enquiro* in a 2005 ground 
breaking study. 
• Generally speaking, if your listing was not in the 
Golden Triangle, your odds of being seen by a searcher 
are dramatically reduced. 
* Enquiro became part of Mediative in 2010.
The evolution of Google's SERPs and effects on user behaviour
GOOGLE SERPS: 2005 VS. 2014
WHAT WE WANTED TO KNOW
HOW THE STUDY WAS CONDUCTED 
We tracked movement of 
the eyes across the SERP, 
and where the final click 
took place. 
Example search task: 
“Imagine you are moving from Toronto 
to Vancouver and are looking for an 
apartment. Use Google to find 
apartments for rent.”
EYE TRACKING EXPLAINED 
• Little cameras take pictures of the eyes while the 
participants looks at the computer screen. 
• Captures where participants do and do not look on the 
page. 
• Measures attentional capture and engagement. 
• In this study, eye tracking provides us with evidence of 
which results form the consideration set. 
SERP = Search Engine Results Page.
WHAT WE LEARNED 
Where searchers have 1 been conditioned to look has changed.
WHAT WE LEARNED 
1 What this means to businesses: 
• SEO strategy is no longer a one-size-fits-all approach. 
• Branding opportunities exist—even if a click is not captured.
WHAT WE LEARNED 
1 What this means to businesses: 
• SEO strategy is no longer a one-size-fits-all approach. 
• Branding opportunities exist—even if a click is not captured. 
• Businesses must be visible where there will be the biggest impact on branding and 
traffic.
WHAT WE LEARNED 
People are viewing more search results listings during a single session and 
spending less time viewing each (1.17 seconds/listing). 
Now more than ever, 
searchers are 
conditioned by mobile to 
scan vertically. 
2014 2005 
2
WHAT WE LEARNED 
2 What this means to businesses: 
• Front load relevant content in both organic and sponsored listings. 
• Keywords, meta descriptions, content, ratings and reviews, Google + Local 
Optimization are all critical SEO components. 
• Proper code markup (i.e. schema) should be used wherever possible to provide 
more detail in the search listing.
WHAT WE LEARNED 
• 4th organic listing 
• 26%of page clicks 
• 15%of time spent on the page
WHAT WE LEARNED 
3 
Businesses that are positioned lower on 
the SERP (especially positions 2-4) will 
see more click activity than several 
years ago. 
Prime organic real estate is shifting 
further down the page, and it’s worth 
much more.
WHAT WE LEARNED 
3 What this means to businesses: 
• The importance of a business being the first listing vs. on the first page is 
dependent on the searcher’s intent, plus brand strength. 
• The top organic spot can be difficult to obtain, especially for businesses that are 
competing with big brands. 
• Understanding searcher intent can help determine how much should be invested in 
trying to appear higher up in the SERP.
WHAT WE LEARNED 
Informational search: 
Navigational search: 
4x 
more clicks 
below the 4th 
organic listing.
WHAT WE LEARNED 
1 
In summary… 
It’s notalways about getting to the #1 listing in Google. 
Businesses must focus on traffic and ranking in tandem—not in isolation—by putting 
effort into appearing in multiple areas of SERP. 
2 A solid, user-focused content strategy is much more robust than simply chasing the 
algorithm.
KEY IMPLICATIONS FOR SPECIFIC TYPES OF BUSINESSES 
1 
National Advertisers 
• Searchers actively seek out big name brands, even if they are listed further down 
the SERP. For big name brands, it’s not critical to be the #1 listing. 
• Smaller brands, even if they achieve 1st place organic ranking, cannot be 
guaranteed traffic.
KEY IMPLICATIONS FOR SPECIFIC TYPES OF BUSINESSES 
2 Local Businesses 
• There is the opportunity to appear in several areas of the SERP, maximizing screen 
real estate that is taken up. 
• An essential element to a local SEO strategy is building website content that the 
searcher will find useful, and that will match a local searcher’s keywords and intent. 
Local searches often include regional/city modifiers.
KEY IMPLICATIONS FOR SPECIFIC TYPES OF BUSINESSES 
3 Online Publishers 
• Publishers rely heavily on unique visitors to pages on their site, and are likely to be 
negatively impacted by the knowledge graph. 
• Publishers must take SEO seriously if they want to achieve a high organic ranking, 
and minimize the decline in organic traffic.
BENCHMARKING CLICK-THROUGH RATES: 2005 VS. 2014
BENCHMARKING CLICK-THROUGH RATES: 2005 VS. 2014 
Listing Position 2005 CTR 2014 CTR 
Top #1 Sponsored Ad 9.4% 9.9% 
Top #2 Sponsored Ad 4.7% 4.6% 
Total Top 2 Sponsored 14.1% 14.5% 
Top #1 Organic Listing 32.3% 32.8% 
Top #2 Organic Listing 3.6% 11.8% 
Top #3 Organic Listing 5.7% 10.7% 
Top #4 Organic Listing 6.2% 7.3% 
Top 4 Organic 47.8% 62.6% 
Total Organic 56.7% 74.6% 
Above 4th Organic Listing 67.6% 84%
Download the Full Study at: 
http://www.mediative.com/SERP

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The evolution of Google's SERPs and effects on user behaviour

  • 2. INTRODUCTION • What is Google’s “Golden Triangle”? • Why was the study conducted? • Eye-tracking explained KEY TAKEAWAYS • What we learned • Implications for businesses • Benchmarking click-through-rates IMPORTANT INFORMATION • Download the full study • Submit a question Ian Everdell Manager, UX and Research Angie Dzwonkiewicz Senior Manager, Direct Marketing WHAT WE WILL COVER
  • 3. WHAT IS GOOGLE’S GOLDEN TRIANGLE? • The Golden Triangle is an area of concentrated gaze activity at the top left corner of the search results page. • It was first discovered by Enquiro* in a 2005 ground breaking study. • Generally speaking, if your listing was not in the Golden Triangle, your odds of being seen by a searcher are dramatically reduced. * Enquiro became part of Mediative in 2010.
  • 6. WHAT WE WANTED TO KNOW
  • 7. HOW THE STUDY WAS CONDUCTED We tracked movement of the eyes across the SERP, and where the final click took place. Example search task: “Imagine you are moving from Toronto to Vancouver and are looking for an apartment. Use Google to find apartments for rent.”
  • 8. EYE TRACKING EXPLAINED • Little cameras take pictures of the eyes while the participants looks at the computer screen. • Captures where participants do and do not look on the page. • Measures attentional capture and engagement. • In this study, eye tracking provides us with evidence of which results form the consideration set. SERP = Search Engine Results Page.
  • 9. WHAT WE LEARNED Where searchers have 1 been conditioned to look has changed.
  • 10. WHAT WE LEARNED 1 What this means to businesses: • SEO strategy is no longer a one-size-fits-all approach. • Branding opportunities exist—even if a click is not captured.
  • 11. WHAT WE LEARNED 1 What this means to businesses: • SEO strategy is no longer a one-size-fits-all approach. • Branding opportunities exist—even if a click is not captured. • Businesses must be visible where there will be the biggest impact on branding and traffic.
  • 12. WHAT WE LEARNED People are viewing more search results listings during a single session and spending less time viewing each (1.17 seconds/listing). Now more than ever, searchers are conditioned by mobile to scan vertically. 2014 2005 2
  • 13. WHAT WE LEARNED 2 What this means to businesses: • Front load relevant content in both organic and sponsored listings. • Keywords, meta descriptions, content, ratings and reviews, Google + Local Optimization are all critical SEO components. • Proper code markup (i.e. schema) should be used wherever possible to provide more detail in the search listing.
  • 14. WHAT WE LEARNED • 4th organic listing • 26%of page clicks • 15%of time spent on the page
  • 15. WHAT WE LEARNED 3 Businesses that are positioned lower on the SERP (especially positions 2-4) will see more click activity than several years ago. Prime organic real estate is shifting further down the page, and it’s worth much more.
  • 16. WHAT WE LEARNED 3 What this means to businesses: • The importance of a business being the first listing vs. on the first page is dependent on the searcher’s intent, plus brand strength. • The top organic spot can be difficult to obtain, especially for businesses that are competing with big brands. • Understanding searcher intent can help determine how much should be invested in trying to appear higher up in the SERP.
  • 17. WHAT WE LEARNED Informational search: Navigational search: 4x more clicks below the 4th organic listing.
  • 18. WHAT WE LEARNED 1 In summary… It’s notalways about getting to the #1 listing in Google. Businesses must focus on traffic and ranking in tandem—not in isolation—by putting effort into appearing in multiple areas of SERP. 2 A solid, user-focused content strategy is much more robust than simply chasing the algorithm.
  • 19. KEY IMPLICATIONS FOR SPECIFIC TYPES OF BUSINESSES 1 National Advertisers • Searchers actively seek out big name brands, even if they are listed further down the SERP. For big name brands, it’s not critical to be the #1 listing. • Smaller brands, even if they achieve 1st place organic ranking, cannot be guaranteed traffic.
  • 20. KEY IMPLICATIONS FOR SPECIFIC TYPES OF BUSINESSES 2 Local Businesses • There is the opportunity to appear in several areas of the SERP, maximizing screen real estate that is taken up. • An essential element to a local SEO strategy is building website content that the searcher will find useful, and that will match a local searcher’s keywords and intent. Local searches often include regional/city modifiers.
  • 21. KEY IMPLICATIONS FOR SPECIFIC TYPES OF BUSINESSES 3 Online Publishers • Publishers rely heavily on unique visitors to pages on their site, and are likely to be negatively impacted by the knowledge graph. • Publishers must take SEO seriously if they want to achieve a high organic ranking, and minimize the decline in organic traffic.
  • 23. BENCHMARKING CLICK-THROUGH RATES: 2005 VS. 2014 Listing Position 2005 CTR 2014 CTR Top #1 Sponsored Ad 9.4% 9.9% Top #2 Sponsored Ad 4.7% 4.6% Total Top 2 Sponsored 14.1% 14.5% Top #1 Organic Listing 32.3% 32.8% Top #2 Organic Listing 3.6% 11.8% Top #3 Organic Listing 5.7% 10.7% Top #4 Organic Listing 6.2% 7.3% Top 4 Organic 47.8% 62.6% Total Organic 56.7% 74.6% Above 4th Organic Listing 67.6% 84%
  • 24. Download the Full Study at: http://www.mediative.com/SERP

Notes de l'éditeur

  1. Ian – talk more about heat maps, what they show, metrics we measured.