SEOmoz Latest SEO Behavior Research –eye Tracking

SEOmoz recently conducted a very interesting study on the behavior of people on Google's search results page: eye-tracking. We can simply interpret it as "attention tracking." Many people should have heard of the "click on the Hot map –" Heat map "to count the user's click behavior on the page." Through heat map data can be very convenient to help us find out the shortcomings of the page design, improve the conversion rate, to increase the power of the top three, hot area competition is more and more intense! On Google's top ten click Status distribution, you can read the previous article, The following is the web of the once popular Baidu and Google's click on the hot map contrast:

　　

Original source has not been tested, only for reference!

As for users in the use of search engine eye tracking, at the earliest 06, the United States Cornell University has done a targeted study, through the participants in Google for 397 keyword search behavior summed up a relatively comprehensive statistical report, See the original report: Human-computer Interaction and Computer Science Groups, and then someone based on the report produced an intuitive "click and attention Behavior Distribution map" below (see: Distribution of Clicks on Google ' s Serps):

　　

Over the past 5 years, Google's search interface has made considerable changes, from the previous single display of the results of the site to the integration of pictures, videos, news, local information, social information and so on, so that the report seems a bit outdated. SEOmoz's analysis of the eye tracking seems to cater to the focus of the new Google interface.

Detailed analysis of the analysis of the report you can go to the original view, the following is one of the pictures:

　　

Here based on the analysis of SEOmoz (around the pizza launched a few keywords) to do a simple summary, I hope that those who are in the English SEO friends have helped (note that this study is only concerned with eye movement, does not involve mouse clicks):

1:local/places (local merchant) information attracts the most attention

In its test of several keywords and different search results pages, the local merchant display part of the basic attract more than 80% of the attention, than the top three sites are much higher. This is more difficult to achieve for domestic users. But for those who have agents abroad or distributor traders, is a perfect seo field. You don't even have to spend a lot of energy to do so-called "SEO", you can easily obtain a large number of traffic.

2:google shops with the top three.

In the second case, the search results were incorporated into the Google Shop's content. This part of the content with the above natural ranking of the site basically split the user's attention. So adding your own product to Google Base is something that all the business or C2C Mall must pay attention to. And today Google began to conduct trust shop certification. Combined with these two points, I believe that your flow and conversion rate will increase significantly.

3:sitelinks and local attention 46 open

As we all know, now Google's sitelinks has expanded to 12, it can be said to be very large. It also provides a description for each sitelinks, which basically occupies the first three positions. In the third case, the SiteLinks website and local merchant information are basically 46 users ' attention. This is a shortcut, but also a difficult point. Generation SiteLinks seems to have a lot on the web. In fact, I will tell you a simple way: branding!

4: Video screenshot Information occupy most of the attention

In this case, there are two video messages in the search results, and the rest are text lists. This contrast is exaggerated, two video information basically occupy the user's full attention, especially the first video is more attractive. So in the process of SEO, this kind of alternative way is essential, for your product release more long tail video, is you get the best means of traffic. Of course, there are picture optimization and so on.

Although this is only for "attention tracking" a very simple practice, does not involve mouse click behavior, but this research results, for everyone to engage in SEO work, grasp the direction of work is very helpful. So there is time to read the following text in detail, and I hope you put forward your own point of view for this research.

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