Think Eyes.
Not Just Keywords.
Adrian Durow,
The ConversionArium
@adriandurow
Attention
Interest
Desire
Action
Methodology
Eye tracking hardware
10 participants
3 hypotheses
6 tasks / key phrases
SEO-related and non-SEO-related tasks
Hypothesis One
Domains get more attention than other elements of a standard search listing
Domains dominating
gazeplots for “content marketing
agency”
76%
34%
0% 10% 20% 30% 40% 50% 60% 70% 80%
% of domains viewed
“turkey holidays”
“content marketing agency”
How powerful is this?
Hypothesis Two
Search listings with authorship markup, are more powerful in attracting attention
65%
…of listings with authorship markup were viewed for “mobile site or responsive design?”
50%
…of listings with authorship markup were
viewed for “which colour car is best?”
Authorship listing viewings made up 59% of total
listing viewings for “mobile site or responsive design?”
Authorship listing viewings made up 14% of total
listing viewings for “which car colour is best?”
Hypothesis Three
Search listings with keywords at the start of the listing title, get more attention than those with
keywords in the middle or end of the listing title.
60% of search listings with searched keywords at
the start of the title were viewed for “SEO software”.
43% of search listings with searched keywords at the
start of the title were viewed for “cheap tvs”.
0
1
2
3
4
5
6
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10
"cheap tvs" "SEO software"
Hypothesis Summary
1. Domains = accepted (SEO / digital marketing keywords)
2. Authorship = accepted, but not as powerful as expected
3. Keywords in start of title = accepted
Other Interesting Stuff
“Award winning” / “world class” got attention
Review language got attention
Numbers in titles got attention
Future work
Cross analyse click data
More SERP component testing
A model for optimal CTRs?
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