Scanning Pattern For Google Universal Search

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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.”

Eye Tracking

“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”.

Eye Tracking

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.’


Scanning Pattern For Google Universal Search
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About Navneet Kaushal
Nav is the founder and CEO of PageTraffic, a premier search engine company known for its assured SEO service, web design and development, copywriting and full time SEO professionals.

Navneet has wide experience in natural search engine optimization, internet marketing and PPC campaigns. He is a prolific writer and his articles can be found in the "Best Articles" section of many websites and article banks. As a search engine analyst , he has over 9 years of experience and his knowledge is in application here. WebProNews Writer
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