OTOinsights "Implications for User Engagement with Search Engine Result Pages"

I mpl IcatIons of User e ngagement

wIth se arch engIne resUlt pages

JeremI Karnell • Dan BerlIn • greg slama

execUtIve sUmmary : :

as consumer behavior continues to rapidly migrate to an on-demand model where
the customer controls the purchase cycle, search engine usage continues to rise as a
primary means of web navigation. with the massive increase in multimedia content
that is uploaded, stored, and consumed online, major search engines have continued
to evolve beyond simply indexing pages of text and are now providing results
based on a full array of video, audio, and image formats. the inclusion of these
digital assets is widely known as Universal search. as Universal search becomes
a more permanent fixture within search engine result pages (serps), users’
interactions with the new generation of results should be of particular interest to
companies who are focused on generating quality search engine traffic.

It is well established that rankings on a serp have much to do with whether a user is
likely to click on a given result and higher rankings can actually have a positive effect
on a brand’s perception and ‘likeability’ (marketingsherpa, 2009). with the onset of
Universal search results, this study sought to measure the user impact of this new
generation of search engine result pages. specifically, we wanted to understand if
there was a difference in emotional engagement with the results and if that would
impact click propensity in paid and natural search.

Copyright © May 25, 2009, One to One Interactive www.onetooneinteractive.com 1

s t U Dy o B J e c t I v e : :

oBJectIves for thIs stUDy InclUDe the followIng:

To compare user engagement when searchers are exposed to universal search
stimuli vs. more traditional text-only results and provide direction for future
media optimization:

• Identify the potential impact of search engine evolution on
• future search engine marketing (SEM) campaigns

• Determine changes in user behavior when presented with various
• digital assets consistent with current Universal search parameters

• Asses the viability of Universal search becoming a more
• prominent part of SERPs

• Use preliminary data to inform a formal study to glean more
• quantitative and actionable insights

QUalItatIve caveat
Although consistencies in the data lend confidence to the analysis, the results of
this research must be viewed as directional rather than conclusive. This study raises
more questions than answers, but provides the groundwork for future studies.

InsIghts

• SERPs which include Universal Search results reinforce eyeballs to
• stay focused on the first page’s top paid and natural search results

• The inclusion of Universal Search results increase emotional
• engagement during interactions with a SERP


IntroDUctIon_serps & seo : :

Currently, one of the most effective and efficient ways to search for digital content is
through the use of a search engine such as Google or Yahoo. In fact, a recent Forrester
report indicates that search engines are the primary method of finding Web sites: 72%
of adults said that they use search engines to find Web sites (li, 2008). These search
engines rank Web site pages and ads based on various criteria to determine relevance
to a particular search (Figure 1).

NATURAl SEARChRelevance of content PAID SEARCh

Relevance of content Bid

Keyword use it Title attributes Quality Score

Site architecture Click Through Rate (CTR)

link popularity (anchor text & topical relevance)

Domain age

fIgUre 1: Search Ranking Factors

We are now moving into a new generation of search optimization where digital assets
beyond pure text come into play. Introduced by Google in May 2007, Universal Search
attempts to index, categorize, and display the most relevant information for a search
query regardless of format (audio, video, images, news, local results, and other rich
content). This search method is quickly replacing the traditional text only results and
is constantly adjusting to better conform to user behavior and intent. This study serves
to highlight the impact that Universal Search results have on consumer engagement
and click behavior. Our findings underscore the need for marketers to consider the
optimization of all digital assets to maintain a competitive advantage as we move to
the next generation of SEM.


Seventeen participants who were interested in changing their cable service were
recruited by a third-party recruiter. The participants were invited to OTOinsights’
Quantemo™ lab for a one-on-one session. They were first asked to choose five
search terms from a list of ten terms that may be used by individuals who are
looking to change their cable service (Figure 2).

Cable Internet Internet Service

Cable Television Comcast DVR

Comcast hD Service

DirecTV ComcasT Triple Play

Comcast on Demand Verizon FiOS

FIGURE 2: Study Search Terms

For each of these search terms, four Google SERPs were created: one with only the
natural links (FIGURE 3: Natural Only), one with the natural links and paid links
(FIGURE 4: Natural w/ Paid), one with only the Universal links (FIGURE 5: Universal
w/o Paid), and one with the Universal and Paid links (FIGURE 6: Universal w/ Paid)
(see page 4 for FIGURES 3-6).

The SERP was presented for 1 minute while the participants’ physiological traces were
recorded and calculated using OTOinsights’ Quantemo™ Engagement Index (QEI).
Additionally, the participants’ eyes were tracked using a Tobii 1750 eye tracker. After
the minute, participants were asked which links they would click first, then second.
They were then instructed to fill out the surveys which comprise the emotional
component of the QEI.

1
PATENT PENDING


s e a r c h e n g I n e r e s U lt s pa g e ( s e r p s ) : :

FIGURE 3: Natural Only

FIGURE 4: Natural w/ Paid

FIGURE 5: Universal w/o Paid

FIGURE 6: Universal w/ Paid


Q Ua n t e m o ™ e n g ag e m e n t I n D e x : :

While viewing the Web pages, participants were connected to
OTOinsights’ Quantemo™ neuromarketing research system. Quantemo™
simultaneously records biophysical signals in addition to eye and click
tracking information.

The recorded biophysical measures are combined into a single representative
measure of physiological engagement: the Quantemo™ Physiological Index, or
QPI. The QPI serves as a single point of reference for the overall level of physical
engagement (or disengagement) exhibited by a research participant. higher
QPI scores represent stronger physiological engagement, while negative QPI
scores represent weaker physiological engagement.

After viewing a page, the participant fills out two surveys: the Geneva Emotion
Wheel (GEW) and an Aesthetic likert (1-5) scale. Developed by the researchers at
the Swiss National Research Center in Affective Sciences, the GEW is designed to
obtain self-report information on a wide range of felt emotions elicited by a
particular event (in the case of this study, observing a Web page) (Scherer, 2005).

The QPI, aesthetic score, and emotional descriptor scores are combined to form
the Quantemo™ Engagement Index, or QEI. Calculating the QEI produces a single,
representative and holistic measure of user engagement that allows researchers to
correlate the objective physiological data of the QPI with the subjective, self-report
data of the ratings and emotion scores.


InsIghts : :

SERPs which include video and image results reinforce eyeballs to stay focused
on the first page top paid and natural search results.

The “Universal w/ Paid” SERP is what visitors will encounter when utilizing search
engines. As such, we examined the eye-tracking and click results from this SERP
type to determine where each user first looked and clicked. It is no surprise that
the top paid links received a large number of first fixations and clicks
(see Figures 7 and 8, respectively).

U nIv e rsal w/ paID s e arch f I r st f I xat I o n U n I ve r sa l w/ pa I D s e a r c h c lI c Ks

45% 12
% o f pa rt I c I pa n ts

40% 1st click
10
35% 39% 7 2nd click
8 6
30%
25%
6
20% 2
22%
15% 4 1
17% 1
10% 3 4 3 3 2 1
11% 2 3
2 1
5%
6% 6% 1 1 1
0% 0
top page vIDeo 1st rIght 1st 1st top other vIDeo rIght Image mUltI- 2nD news
paID top lInK paID pIctUre lInK paID lInK paID lInKs lInKs

fIgUre 7: Universal with Paid First Fixations FIGURE 8: Universal with Paid

however, notice the location of the video results in both graphs. The video was
typically fixated upon before both the first natural and the right paid links. The video
link also received more clicks than the multilinks and the second natural link. These
findings have great implications for those companies who are already optimizing their
Web site: it may not be enough to optimize just the text. For example, consider the
Google multilinks which are an indented list of site topics determned by the search
engine when a site is ranked in the first natural position. Figure 8 shows that the video
results are likely to receive more clicks than the multilinks.


Figures 9 and 10 show the first fixation and clicks for the “Universal w/o Paid” SERP,
respectively. The importance of optimizing media is also highlighted from these results.
Notice that the image links received more first fixations and clicks than the multilinks
and the second natural link. The advent of Universal search demands that companies
optimize not only their site text, but also their media to ensure that their images, videos,
and other content are properly indexed and show up in Universal search results.

U nIv e r sa l U n I ve r sa l c lI c Ks

35%
20

30% 18

8 1st click
29% 16 2nd click
25%
14
25% 25%
20% 12
10 9
15%
8
2
10% 13% 6
4 11
5% 8% 6 2 1
2 3
2 2 2 2
0% 0
1st
page Image mUltI- vIDeo other 1
st
Image mUltI- 2nD vIDeo zIp
lInK top lInKs lInK lInK lInKs lInK coDe

fIgUre 9: Universal First Fixations fIgUre 10: Universal Clicks

There were also interesting differences in the participants’ gaze patterns on the
different SERPs. Figures 11 and 12 show 30 seconds of eye-tracking for a “Natural w/
Paid” and a “Universal w/ Paid” SERP, respectively.

On some of the pages without Universal results (those without images or videos), the
gazes seemed to follow Nielsen’s F-pattern (Figure 11) (Nielsen, 2006). however, on the
pages with Universal results, the gaze pattern seemed to follow the ‘golden triangle’
identified by Enquiro (Figure 12) (MarketingSherpa, 2009). Additionally, notice the
drop-off in views below the images in Figure 12. The images seem to keep the users’
eyes near the top of the page. These findings align with the second insight of the study:
Universal results were more engaging to the participants. Since the images and videos
caused engagement, the participants were less likely to explore the rest of the SERP.


fIgUre 11:
Natural w/ Paid Eye Tracking

fIgUre 12:
Universal w/ Paid Eye Tracking


Videos and image results increase engagement on a SERP

Utilizing the QEI as an overall measure of engagement,
we found that the SERPs with images and videos were
QUa n t em o ™ en g ag em en t InD e x
more engaging to the participants. Figure 13 shows the
0.70

engagement
results of the physiological and emotional engagement Results had images and videos

hIgher
0.60
data produced by the QEI. The results in the middle 0.50
show the QEI for the Universal results, which had a 0.40
0.44
higher engagement level than those without Universal 0.30 0.37

engagement
results. This is not surprising given that images and 0.20

lower
0.10
videos will give the user ‘instant gratification’ with a
0.07 0.08
0.00
single gaze. That is, instead of having to read text, the natUral UnIversal UnIversal natUral
only w/ paID only w/ paID
user will quickly process the images and videos, increasing
fIgUre 13: Engagement levels for 4 SERP Types
engagement. These findings underscore the impact that
brand marketing has on search marketing strategies.

A prime example of the salience of images, particularly brand logos, is evident from the gaze plot in Figure 14. This
figure shows 28 seconds of eye tracking for a particular participant. Notice the amount of time that the participant
spends on the Verizon and Comcast logos in the image area. It took the participant 50 fixations to get to the images,
but then spent 38 fixations on the images themselves. There is no doubt that these logos were interesting to the
participant. This has the implication that further research is warranted to determine if SERPs with brand images
result in a higher propensity to make a purchase.

fIgUre 14: 28 Second Gaze Plot


ImplIcatIons for marKeters

• Creating a holistic strategy which considers all search interactions
• will provide a competitive advantage and drive more engaged visitors
• through your SEM activities

• Begin to think about current digital assets and how they can be
• • leveraged to gain additional reach with the search engines

• Top Paid results are the highest focal point within typical search
• results and provide a great branding opportunity

• It will continue to be important for brands to maintain high positions
• within Paid and Natural results to generate click volume and increase
• brand perceptions

• Natural Search top results will continue to be the primary driver
• of search engine traffic and should be a major focus on optimization
• initiatives

ImplIcatIons for fUtUre stUDIes

• Does media in searches change users’ propensity to purchase?

• Does brand exposure on a SERP change users’ engagement and
• click behavior?

• Do positional changes in non-text results impact users’ click
• propensity and engagement?

conclUsIons

The findings from this study highlight the importance of optimizing media (video &
images) for companies who want to drive traffic to their Web site from search engines.
Traditional SEO efforts may help get links in the top few positions of the natural results.
But, the Universal search paradigm demands that companies pay closer attention to
their optimization of digital assets to increase the likelihood of inclusion in search
results. This study provides evidence that videos and images are not only changing
a user’s first fixation, but that these media formats positively increase the user’s
emotional engagement during the time they were reviewing the Universal SERP. This
underscores the importance of branding and the strategic role it should play in search
engine marketing efforts.


w or K s c I t e D : :

li, C. (2008). how Consumers Find Web Sites. Cambridge, MA:
Forrester Research, Inc.

MarketingSherpa. (2009). 2009 Search Marketing Benchmark Guide.
Warren, RI: MarketingSherpa llC.

Nielsen, J. (2006, April 17). F-Shaped Pattern for Reading Web Content.
Retrieved March 19, 2009, from Jakob Nielsen’s Alertbox:
http://www.useit.com/alertbox/reading_pattern.html

Scherer, K. (2005). What Are Emotions? And how Can They Be Measured?
Social Science Information , 44 (4), 695-729.


amplIfyIng engagement

New knowledge about human behavior brought to light by social and neuroscience
has fundamentally called into question the old mental models of how advertising
and marketing work. Gone is the notion that consumers make decisions in a
linear think-feel-do way and behavior is guided by rational-only principles. Instead,
memories, emotions, associations, and thoughts play a primary role in how
individuals relate and ultimately engage with brands.

OTOinsights is a primary research offering that is breaking new ground in neuro-
marketing to offer clients advanced and scientific levels of insights into how their
consumers engage with them across the landscape of new media channels.

To learn more about OTOinsights, visit www.otoinsights.com

complete one-to-one solUtIons for BranDs, agencIes, anD pUBlIshers

OTOinsights is a One to One Interactive company. Established in 1997, One to One
Interactive is the first enterprise to assemble a complete solution for brands, agencies,
and publishers executing one-to-one marketing strategies. By bringing together one
of the nation’s leading digital marketing agencies, the world’s most comprehensive
portfolio of permission marketing platforms, unique performance-based social media
networks, and cutting-edge neuromarketing research techniques, the companies
of One to One Interactive build informed and creative customer/constituent strategies
on the belief that digital media’s ability to enable engaging one-to-one dialogues is
the future of marketing.

To learn more about One to One Interactive, visit www.onetooneinteractive.com

OTOinsights

529 Main Street, Charlestown, MA 02129

617.425.7300

www.otoinsights.com

info@otoinsights.com


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