Implications Of User Engagement
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The document discusses a study aimed at understanding user behavior and engagement with search engine result pages (SERPs) that include universal search features compared to traditional text-only results. Key findings indicate that SERPs with video and image results increase user engagement and clicks, supported by eye-tracking data. The conclusions suggest that a holistic strategy incorporating various search interactions can enhance engagement and improve the effectiveness of search engine marketing (SEM) campaigns.
Implications Of User Engagement
- 1. Implications Of User EngagementWith Search Engine Results PagesThursday, March 25, 2010
- 4. 23,500BC
- 5. 3,500BC
- 10. study objectives
- 11. 1Determine user behavior and engagement with Universal Search Engine Result Pages (SERPS) vs. traditional text-only results
- 12. 2Assess the impact that Universal Search will have by becoming a more prominent part of SERPs.
- 13. 3Identify potential impact on SEM campaigns.
- 14. 4Gather preliminary data to inform a formal, larger scale study.
- 15. methodology
- 16. 1Recruited 17 subjects that were in the market to change their cable provider.
- 17. 2Established 10 key word sets:6 Branded 4 Unbranded
- 19. 3Created 4 SERPs for each keyword =40 Permutations
- 20. NatNatural Only
- 24. 4Collect eye tracking and physiological data.
- 25. Tobii T6 Eye Tracking MonitorInfiniti Pro-comp Bio-Feedback
- 26. 5Fill out two surveys: Geneva Emotion Wheel
- 27. Aesthetic Likert Scale
- 28. 6What link would you click on first and second?
- 29. insights
- 30. insight 1SERPs which include video and image results reinforce eyeballs to stay focused on the first page top paid and natural search terms.
- 31. IVideo was typically fixated on before the first natural and the right paid links.
- 32. IVideo link also received more clicks than the multilinks and the second natural links
- 33. Image link received more first fixations and clicks than the multilinks and the second natural links.Note: No Paid Results
- 34. insight 2Universal SERPs ‘Golden Triangle’ related to visual density.
- 35. INatural only follows Nielsen’s F-Pattern (Nielsen, 2006)
- 36. IUniversal follows ‘Golden Triangle” identified by Enqurio (Marketing Sherpa, 2009)
- 37. insight 3Video and image results increase engagement on a SERP.
- 38. I
- 39. I
- 40. conclusions
- 41. conclusionCreating a holistic strategy which considers all search interactions will provide competitive advantage and drive more engaged visitors through your SEM activities
- 42. conclusionStart to think about your current digital assets and how they can be leveraged to gain additional reach with search engines.
- 43. bye!
Editor's Notes
- #4: While the fleur-de-lis has appeared on countless Europeancoats of arms and flags over the centuries, it is particularly associated with the French monarchy in a historical context. Chevrolet Corvette, Boy Scouts, and New Orleans Saints. Semantics is very important to understand. Symbols/Images have very different meanings depending on your world view. Indeed they also contain the preverbal 1000 words. This is why brands use them to create, as Neuroscientist AntioniDemassio coins it, Somatic Markers. Stored in your pre-frontal cortex, its your personal database of unique meanings that help you to respond to something with meaning in either a non-cognitive emotional way or using higher order cognitive processing.
- #5: Paintings at Apollo 11 site in south west africa. 23,500bc. Its no surprise that the earliest forms of communications i
- #6: West Semitic people from the eastern coast of the Mediterranean (where Phoenician and Hebrew groups lived) are usually credited with developing the world's first writing system. There was 20,000 years of human history that passed where the population depended on communicating through images.
- #7: And that was when things were SIMPLE. Lets just look at how many people existed when introduced an alphabet……not that many. However, we have seen an explosion of population since the Renaissance, where we see an explosion of human processing power. All adding their own narrative and symbols of expression to human culture.
- #8: Which brings me to today……thank you Google for helping index and order this knowledge!
- #9: However, it took about 10 years for Google to move from text-based results.
- #10: To Universal Search Results (where images, videos, sound, maps, news, and books) are now part of Search Results Pages. We have had a decade of making a science of SEO and SEM to only have it challenged by a new dynamic, multi-media.
- #11: This is what we set out to understand.