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Google search habits revealed in Eye Tracking White Paper


A new research study has uncovered how people interact with Google search.

Produced by Manchester’s Red C, it is based on eye-tracking 400 search tasks undertaken by consumers across a range of sectors.

The Secret Life of Search outlines 10 key strategies for success on the Google search engine. These include brand trust; shopability; mapability; and downstreaming.

“We saw that the current Google search interface has really evolved to help consumers make good, fast choices, whatever their search task, with elements combining to influence the click,” stated Red C planning & insight director, Katy Whittaker.

In addition, researchers found that over 80% of searchers choose a familiar or trusted brand first in the Google SERP, and that Google Shopping “punches above its weight” in ecommerce searches.

Consumers are increasingly responsive to a range of SERP features including Images, Maps, Featured Snippets and other Google Tabs.

On mobile devices scrolling is faster and more dynamic, and clicks are made deeper on the page, as searchers are less ‘spatially aware’, so the opportunities to win the click beyond the top of the page are greater.

“It’s clear that Search Marketing is now the responsibility of the whole Marketing team, not just those with search in their job titles,” added Red C chairman, Adrian Rowe.

You can view the full white paper here.

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