SERP Evolution

There has been a good eye tracking study conducted recently by Mediative that is worth summarising:

The famed Google Triangle no longer (always) exists due to the jiggery pokery Google has enacted under certain types of searches over the last couple of years (with the prominence of the knowledge graph, carousel and local listings within organic and PPC)

The average user is scanning more listings but is spending less time looking at each listing

Make sure you use all weapons at your disposal e.g. meta descriptions, content, ratings, reviews and schema

The right rail of PPC on desktop has seen a dramatic reduction in terms of CTR

For more information download the full Mediative report (just give it a minute to download as the file is 15mb and coming from my server)

 

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