Think Eyes, Not Just Keywords. An eye tracking study of where users look on components of search listings. Conducted by Adrian Durow at The ConversionArium, and Southampton Solent University.
11. 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?”
12. 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.
13. 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”.
15. 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
16. Other Interesting Stuff
“Award winning” / “world class” got attention
Review language got attention
Numbers in titles got attention