“People are searching smarter, and faster —search engines are adapting to that and businesses need to also. Google is building a smarter search engine and working on anticipating what it is that searchers are actually looking for.”
– Ian Everdell, UX and Research Manager, Mediative
Today in the Marketing Hot-Spot is Nicole Matuga, Senior Manager in Digital Marketing at Experian. Nicole was kind enough to visit my Digital Marketing course several weeks ago to speak about a shocking change within the world of marketing.
Nicole began her presentation by sharing a stunning statistic:
The average person looks at their phone 150
times a day.
This statistic implies that we no longer go on the web, we live on it. It also leads to an even more astonishing revelation.
Those of us within the world of marketing are very familiar with the idea of the Golden Triangle. The Golden Triangle refers to the pattern that our eyes scan while viewing a search engine page, which has been measured by tracking eye movement with the use of heat mapping. These measurements regularly show that we concentrate at the top left hand corner, and scan down in the shape of an F. For years this classic Golden Triangle has decided which listings had the best odds of being viewed.
But what if the concept of the Golden Triangle no longer exists?
A study done by Mediated demonstrates that this key marketing concept is no longer relevant.
As of 2014, viewers no longer scan in the shape of a triangle, but instead they quickly scan vertically down the page, which is largely due to user adaption. These adaptations include, users looking elsewhere for the top organic searches that are no longer always at the top of a page due to Google’s constant search engine updates, as well as mobile users are now conditioned to search in a vertical motion and not horizontally.
What does this mean to you?
- The concept of SEM is consistently changing with Google’s updates, your business’s tactics should be evolving too.
- With viewers scanning search engine pages twice as fast, keywords, meta descriptions, content, ratings, and reviews are all important strategies to increase your business site’s traffic.
- Paid search is one of the fastest ways to increase traffic to your website – don’t over look the power of Google AdWords.
Thanks so much to Nicole Matuga for taking the time to speak with us, and share her insights.
Stay tuned for your next dose of daily marketing!
Interested in learning more? Receive Mediative’s whole study here: http://www.mediative.com/whitepaper-the-evolution-of-googles-search-results-pages-effects-on-user-behaviour/