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Search results are very different than they were in 2005 – and
the way that ours eyes read through the results are very different. On
a SERP we are hit with different media and tools that are at our finger
tips – Local listings, videos, images, hotel listings, carousels of
content and Google cards purporting the direct answers to questions.
At SMX West in San Jose this week Mediative updated their
eye-tracking survey of search result users and the results are of
interest for hotel marketing professionals.
Mediative Chief Strategy Officer Gord Hotchkiss and Business
Development Manager Matt Agtarap share results from their company’s 2014
Google SERP eye-tracking study
In 2005 the concept of the Golden Triangle was a live and well –
“When searching for information, we use the same strategy we use when
foraging for food. We’re looking for something on the page that
corresponds to the idea in our mind. We want to find something that
promises we’ll find what we’re looking for on that page — these
decisions are made in split sections,” Gord Hotchkiss explains.
The 1 search result is still important but not as much as it was in
2005. There are more content choices that a more confident searcher is
A strong SEO campaign isn’t just about getting into the top spots
organically, local listings, paid search alternative media should all be
part of the plan.
Branding has changed – for larger brands the opportunities are different than for start up companies or smaller brands.
We love images – our brains quickly move to images or other assets
that are aesthetically pleasing. This provides opportunity to capture
more traffic through the Universal Search Results.