Lee Odden

Eye Tracking Search Results

Lee Odden     Online Marketing

Marketing Sherpa recently published their findings from a study on the effectiveness of landing pages using eye tracking software to create heatmaps. A Landing Page Handbook for increasing conversions for landing pages results from the study which includes 59 samples from real-life campaigns.

At the Search Engine Strategies conference in NYC last week, Enquiro announced the results of their research in conjunction with Did-it.com and Eyetools.

Fundamentally the results are pretty obvious. Top ranked organic search results get the most attention. What’s interesting is that viewing patterns form an “F” shape aligned with the upper left of the search results page. What’s also very interesting is the dismal lack of activity on the right side in the sponsored links or PPC ads area.

The percentage of clicks for organic search results compared to paid listings are roughly 75% organic and 25% PPC. Yet the vast majority of search marketing budgets are allocated to PPC. Companies have ignored organic search engine optimization in the past but I think we’ll see significant shifts in the next year or so.

Via SERoundtable, SearchEngineWatch

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About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing.