Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
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 listi...
Hypothesis Three
Search listings with keywords at the start of the
listing title, get more attention than those with
keywo...
60% of search listings with searched keywords at
the start of the title were viewed for “SEO software”.
43% of search list...
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 ...
Other Interesting Stuff
“Award winning” / “world class” got attention
Review language got attention
Numbers in titles got ...
Future work
Cross analyse click data
More SERP component testing
A model for optimal CTRs?
The Gubbins…
adrian@conversionarium.com
@adriandurow
Mohammed.Al-Husban@solent.ac.uk
@mohammedhusban
Nächste SlideShare
Wird geladen in …5
×

#BrightonSEO 2014 - Think Eyes... Not Just Keywords

5.262 Aufrufe

Veröffentlicht am

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.

Veröffentlicht in: Marketing, Technologie, Business
  • Als Erste(r) kommentieren

#BrightonSEO 2014 - Think Eyes... Not Just Keywords

  1. 1. Think Eyes. Not Just Keywords. Adrian Durow, The ConversionArium @adriandurow
  2. 2. Attention Interest Desire Action
  3. 3. Methodology Eye tracking hardware 10 participants 3 hypotheses 6 tasks / key phrases SEO-related and non-SEO-related tasks
  4. 4. Hypothesis One Domains get more attention than other elements of a standard search listing
  5. 5. Domains dominating gazeplots for “content marketing agency”
  6. 6. 76% 34% 0% 10% 20% 30% 40% 50% 60% 70% 80% % of domains viewed “turkey holidays” “content marketing agency”
  7. 7. How powerful is this?
  8. 8. Hypothesis Two Search listings with authorship markup, are more powerful in attracting attention
  9. 9. 65% …of listings with authorship markup were viewed for “mobile site or responsive design?”
  10. 10. 50% …of listings with authorship markup were viewed for “which colour car is best?”
  11. 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. 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. 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”.
  14. 14. 0 1 2 3 4 5 6 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 "cheap tvs" "SEO software"
  15. 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. 16. Other Interesting Stuff “Award winning” / “world class” got attention Review language got attention Numbers in titles got attention
  17. 17. Future work Cross analyse click data More SERP component testing A model for optimal CTRs?
  18. 18. The Gubbins… adrian@conversionarium.com @adriandurow Mohammed.Al-Husban@solent.ac.uk @mohammedhusban

×