Where do users look on Google and Bing?

How do users view search results on Google and Bing?

Which search results do users look at the most? The answer to this question is a great source of information for those who are betting on SEO and PPC . In this regard, eye-tracking studies provide us with very valuable data about where users focus their gaze when browsing Google and Bing. Various eye-tracking and mouse-tracking studies have been carried out in the past, however, SERPs (search engine results) evolve very quickly, in such a way that user behavior in relation to searches also evolves. In this post we will analyze the studies that have been recently carried out on eye tracking.

The relentless evolution of SERPs

Google and Bing are constantly tweaking their interfaces. The goal, according to them, is to offer the best possible user experience by showing the most relevant results . If users find what they are looking for as quickly as possible, they will be satisfied with the results that the search engine offers them, so they will be more willing to return to that search engine, which is a great reward for the search engine. Take for example the proliferation of rich snippets , that is, the additional content that is shown in addition to the black text and the link to draw attention to that result. By this we mean recommendations, photos, phone numbers, etc. All of these are designed to be a highly effective call to action, however, recently, Google has determined that it is not optimal to show results in a disorderly manner with many of these rich snippets.

What did search engine results look like in the past?

In 2014, Mediative conducted an eye-tracking study with 53 participants. After conducting the study in 2014, they compared it to one conducted in 2005 and the results were as follows: The study showed that in 2014, top results did not get as much attention as they did in 2005. Organic results now get more attention than they did in 2005, when paid results were the most popular.

Can we currently trust figure F in the view activity log?

Many researchers and web optimizers are skeptical of the Nielsen Norman Group's theory of the F-pattern , a theory based on their studies in 2006. The idea that the F-pattern can predict activity logs doesn't work today, but that's not to say it didn't work in the past. Here's what the old F-pattern looked like: With the advent of new elements other than text and ads in search engines, users tend to look at the entire search results page to find what they are looking for. As for the Google search engine, we do not find any letter of the alphabet that describes its current results:

How do users view search engine ads?

Ads on the right-hand side are certainly not very interesting. They are simply not positioned on the Google search results page. However, when it comes to cleverly timed ads that have a chance of appearing at the top of paid search results, users can't help but look at them, even if only for a moment. One thing that is surprising in the research is how on Bing, users are much more likely to click on ads on the top of the page. 19% of clicks were on these ads on Bing, while on Google, only 6.9%.

Differences between Google and Bing

There are significant differences between the way users browse on Bing and Google. Users spend more time looking at the top results on Bing compared to Google. On Bing, users spend 9.8 seconds looking at the information in the top results, while on Google, users spend 7.8 seconds looking at these same results. GOOGLE BING On the other hand, it is significant that on Google users spend more time looking at the first organic results and less time looking at the first ads, the difference with Bing is significant.

Conclusion

On Bing, users spend more time considering search results. This may be because on Bing, users are not as familiar with the search engine (compared to Google users) so they need to spend more time discriminating between organic and paid results. The proof is that on Google, users completed their search two seconds earlier than on Bing. On the other hand, the evolution of the F figure as an example of visual registration is something that has evolved in a brutal way in recent years. In the research carried out, we did not find any identifiable figure in the monitoring of user vision. At Línea Gráfica we are professionals in digital marketing and we advise you professionally on everything related to SEO and SEM, updating ourselves on all the changes that occur in the dynamics of search engines.