Ok, so I know this study is a few years old now, but for some reason, I’m seeing it for the first time this week and the graphic is a powerful one that I wanted to share.
A few years back, Cornell University ran an eye tracking study using undergraduate students to determine how people interact with Google SERPs. They instructed the students to perform searches in Google for 400 different queries, covering a diverse range of topics including movies, travel, music, politics, local and trivia.
Here’s the meat:
The study concluded that eye fixation on the first two listings took up half of the user’s attention span. After the second listing, the eye fixation dropped sharply. Search results 6 to 10 received roughly equal attention.
In terms of click through, nearly 80% of web searchers clicked on the top 3 search results, with the top 5 spots receiving 88% of traffic. Most fascinating was that the difference in the number of clicks between position #1 and position #2 was over four times!
While the advent of Google personalized search, real time search and social search since the study has likely impacted these results somewhat, it still proves the power of holding a Top 5 position on Google, particularly a #1 if you can swing it.
Having recently attained a #1 position for a highly competitive search term where I’ve sat at position #2 for many months, I can personally vouch for the turbo boost impact of the top slot.
What about you? Have you noticed any trends that would verify the results of this study even today? Please share your observations in the comments.