'E- Shaped' Scanning Pattern For Google Universal Search!

Sep 24, 2007 | 1,944 views | by Navneet Kaushal
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Traditionally, we came to learn about the “Golden Triangle” or the F-shaped scanning pattern. Now, Gord Hotchkiss says that with a change to personalized search, we are seeing more of an E-Shaped pattern. Surprisingly, users did not spend too much time lookin at images and for this, Gord said,“We can determine relevance fairly quickly and if an image proves to be irrelevant, we quickly move on.”

eyetrack2 E  Shaped Scanning Pattern For Google Universal Search!

“First, we gave participants a chance to find out more about Apple’s iPhone. We didn’t restrict their online browsing, but we did track which sites they went to and which searches they did. Then, we used this information to mock up a search results page, for a second session, where we asked them to pick up where they left off in the first session and continue to find out more about the iPhone. We showed personalized results in organic positions 3, 4 and 5, tailored to where we felt the participant was in their cycle. The rest of the results were actual Google results.

It was interesting to compare interactions in organic positions 3, 4 and 5, our test positions for the personalized results, in our personalized mock ups and the non personalized sessions. These personalized results, even though we didn’t move them up into the top two organic positions, performed remarkably well”.

eyetrack11 E  Shaped Scanning Pattern For Google Universal Search!

Available also in a video that shows 'where the viewer’s eyes went on each page they visited. By following the clicks and understanding the eye movement patterns, we can see which content was actually read, and which areas created confusion.'

4.thumbnail E  Shaped Scanning Pattern For Google Universal Search!

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
4.thumbnail E  Shaped Scanning Pattern For Google Universal Search!
4.thumbnail E  Shaped Scanning Pattern For Google Universal Search!