How people look at Google’s search results pages have drastically changed in the last decade.
In 2005, web searchers typically first looked at the top left corner of the search results page. If your listing was not in that “golden triangle,” it was much less likely to be noticed. That coveted triangle has disappeared, according to an eye-tracking study by Mediative.
Why? Google has revamped its search results page and added new elements like the Knowledge Graph and Local Listings that change search patterns. Top organic results are no longer always in the top left. Because searchers can’t predict where desired search results are as easily, they’re more likely to scan through elements.
Plus, mobile devices have trained web searchers to scan vertically more than horizontally.
Here are some key take-aways from the eye tracking study and what changes in search engine results pages (SERPs) and search patterns mean for digital marketers and SEO.
Positions lower on SERPs are now much more valuable than before. Right-side sponsored listings are more valuable, probably because mobile devices encourage viewers to scan vertically.
A combination of SEO and paid search can bring visibility in SERP areas that have the biggest impact on both branding and traffic. Paid search can give your brand views and attention just like a display ad, even if not necessarily garnering clicks.
The top organic listing may not be as important. Since climbing to the top listing is extremely difficult, marketers may wish to consider strategies other than sinking resources into a quixotic quest for the top spot. Depending on the business sector, websites can still earn substantial organic traffic anywhere on the first page of organic results. In scanning down a search results page, viewers are now also more likely to see pay-per-clicks ads in the right hand column.
The importance of your business being the first listing vs. on the first page is highly dependent on the searcher’s intent, plus the strength of the brand.
Some searchers seeking specific facts can find answers on Google’s Knowledge Graph result without clicking through to a site. That means some businesses will see their site traffic drop. To compensate, content developers should seek a high organic listing to minimize traffic loss. Load keyword-rich content in metadata and title tags, and use schema mark-up where possible to make your business listing stand out and distract the searcher’s attention away from the Knowledge Graph as much as possible. In the near future, mobile-friendly pages will rank higher.
Key point: Even with Google’s changes and additions to search page listings, first-page search engine results still generate substantial click-throughs – and the top listing has become less valuable. Well-implemented SEO and content marketing that generates backlinks from well-regarded websites are still the most effective ways to attain a first page organic listing for your keywords.
Karo Kilfeather at Percussion Software points out that Google’s revamped search engine results feature improved typography, better organization and a cleaner appearance. Ads at the top of the page are marked with a tag but are no longer within highlighted boxes. Larger page titles display fewer characters. SEO experts recommend headlines under 60 characters to ensure the entire title appears in search results.
The changes mean content marketers must publish helpful material that meets the needs of the target audience. That’s been the long-standing advice, but the recent updates make it even more important.
Bottom Line: How people view search results has changed substantially in recent years. For instance, searchers tend to scan vertically rather than horizontally and the coveted “golden triangle” has disappeared. Savvy content marketers, SEO pros and web advertisers will stay informed about the evolving habits of web searchers.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
