A joint eye tracking study conducted by search marketing firms Enquiro and eye tracking firm Eyetools has shown that the vast majority of eye tracking activity during a search happens in a triangle at the top of the search results page indicating that the areas of maximum interest create a â€œgolden triangle.â€
The first phase of the study was conducted with 50 people in Eyetoolsâ€™ eye tracking lab in San Francisco, California and presented panel participants with 5 distinct scenarios that would require the use of a search engine. Google was used as the search engine in all of the instances.
Key Preliminary Findings of the Study included:
The key location on Google for visibility as determined by the eye activity in the study is a triangle that extends from the top of the results over to the top of the first result, then down to a point on the left side at the bottom of the â€œabove the foldâ€ visible results. This key area was looked at by 100 percent of the participants. In the study, this was referred to as the â€œGolden Triangleâ€. Generally, this area includes top sponsored, top organic results and Googleâ€™s alternative results, including shopping, news or local suggestions.
Visibility dropped quickly with organic rankings, starting at a high of 100% for the top listing, dropping to 85% at the bottom of the â€œabove the foldâ€ listings, and then dropping dramatically below the fold from 50% at the top to 20% at the bottom.
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Also, another great story about SEM Planning using the eue tracking is located here.