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[其他] How mobile has changed the way we search, based on 10+ years of eye-tracking stu

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雨落无痕 发表于 2016-10-3 22:31:33
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How mobile has changed the way we search, based on 10+ years of eye-tracking stu ...

How mobile has changed the way we search, based on 10+ years of eye-tracking stu ...
Chris Pinkerton , the vice president of business development at Mediative, has been tracking the ways viewers look at the Google search engine results page (SERP) since 2003. In that time, Mediative’s eye-tracking studies have revealed major shifts in the way users consume the SERP.
   At SMX East 2016 , he explored the ways the proliferation of mobile devices have deeply impacted user search behavior on both mobile and desktop searches.
  Pinkerton asserts that search activity, psychologically speaking, is mindless activity. It’s mindless because of the habits that form with the devices we use.
     

How mobile has changed the way we search, based on 10+ years of eye-tracking stu ...

How mobile has changed the way we search, based on 10+ years of eye-tracking stu ...
   Chris Pinkerton
    Habits are a very powerful thing to start to understand. Developing a habit of consuming information on a desktop in a certain way changes the way you consume content.
  Looking back at 2003, Google became the dominant search engine because it drove people to find information faster than its competitors. That created habitual behavior — people found content the fastest on Google and kept coming back.
  (As an aside, Bing has implemented programs to pay people for their search behavior in an attempt to break these deeply ingrained habits and introduce a new behavior.)
   In 2005, there was a Golden Triangle pattern when it came to eyeballs on the Google SERP. But in 2016, this pattern is vastly different (see below), due in large part to mobile. It’s changed the way people consume the SERP and the speed at which they consume it. Users spot-scan and find what is contextually relevant for them.

How mobile has changed the way we search, based on 10+ years of eye-tracking stu ...

How mobile has changed the way we search, based on 10+ years of eye-tracking stu ...

  Mobile devices have habitually conditioned searchers to scan vertically more than horizontally. This has translated to desktop search as well. People are viewing more search listings during a single session but are spending less time viewing each one.
   Users are looking the front end of search listings, so make sure your main message comes first. While it used to take a user 2.6 seconds to consume a SERP, that time has been cut in half, to 1.3 seconds , Pinkerton said.
  Regardless of mobile’s impact, the No. 1 organic listing captures the most click activity, regardless of what new elements are presented. However, it takes 87 percent longer for the No. 1 organic listing to be first seen on a mobile device vs. desktop, he said.
  Statistics that will impact your digital marketing strategy

  Knowledge Graph

  
       
  • With a Knowledge Graph panel on the SERP, almost 22 percent fewer clicks went to the top No. 1 organic listing.   
  • 93% of searchers look at the Knowledge Graph panel.   
  • 49% of searchers click on the Knowledge Graph panel.  
   Nineteen percent of mobile SERP clicks on average went to the top two sponsored ads, compared to fifteen percent on desktop. #smx #sem @Mediative pic.twitter.com/oqzmKzgzz7
   — MKTg Robot (@themktgrobot) September 28, 2016
  Local listings and map

  
       
  • 47% more clicks on the map and local listing occur when positioned above the organic listings.   
  • 10% of clicks on local listing on average.   
  • 51% more searchers view the local listings and map when positioned above the organic listings.  
  Star ratings

  
       
  • Listings with star ratings capture 24% of page clicks on average.  
  Sponsored listings

  
       
  • Top sponsored listings are viewed after 0.36 seconds on average.   
  • 2% of clicks on the top two sponsored listings on mobile vs. 14.5% on desktop.   
  • The top organic listing gets 10% fewer clicks when three sponsored listings are present vs. one sponsored listing.  
  Organic listings

  
       
  • Top organic listings capture the most search activity (33.2%).   
  • 5% of searchers on average look at the top organic listing.   
  • 57% of clicks go to the top four organic listings on average.   
  • Only 7.4% of the clicks that occur are below the fourth organic listing on mobile vs. 16% on desktop.  
   Read Mediative’s full eye-tracking report (registration required). See how user behavior has changed in just the last two years with my reports from SMX East 2014 and 2015 .
   How Users View and Interact with Mobile Search results By Chris Pinkerton from Search Marketing Expo – SMX
   Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listedhere.



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幼柏 发表于 2016-10-3 23:40:12
顶贴是一种态度!
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黄玲玲 发表于 2016-10-4 02:10:13
替楼主问候看帖不回帖的!
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陈碧玉 发表于 2016-10-6 12:31:44
现在很痛苦,等过阵子回头看看,会发现其实那都不算事。
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保靖生活网 发表于 2016-10-14 13:22:56
雨落无痕说的我也略懂!
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倚天照 发表于 2016-10-16 03:52:16
走,MM,咱们化蝶去……  
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飞雪 发表于 2016-11-6 22:41:53
如果回帖是一种美德,那飞雪早就成为圣人了!  
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zhangnuoheng 发表于 2016-11-8 06:27:32
介是神马?!!
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刘洋 发表于 2016-11-11 09:15:45
嘘,低调。
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赖九钰 发表于 2016-11-20 06:53:39
LZ帖子不给力,勉强给回复下吧
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