New Study Reveals Huge Changes In People’s Way Of Googling
Google search has become one of the most convenient and efficient sources of information over the course of a decade. However, its method of providing the information has never been fully appraised. There was a time when people condemned it for sending the searcher to number of further sources by providing links.
Now when it has revamped the process of providing the search results and gives direct answers as well, it is again getting strong approbation from antitrust officials and companies.
Whatever problems those critics have with Google, majority of users seem happy with these direct information to their queries in the form of maps, photo carousels, movie time listings, fact boxes, encyclopedia, dictionary words and so on.
All this praiseworthy stuff about Google’s search capabilities is undoubtedly an advancement over its way of functioning ten years ago especially, the massive difference which the visual graphical representation of the results has created. All these differences which it has created or rather improvements it has made, have descriptively been discussed in a new study which was conducted by the digital marketing firm Meditative.
In the study, the researchers tracked the eye moments of 53 people while they searched Google for different purposes on their desktops. The pursued results were presented yesterday in the search marketing conference SMX West held in San Jose.
The study has claimed that the “golden triangle” which was observed in a 2005 study doesn’t exist now. According to this triangle, people’s attention while searching was focused on the upper left side of the page. The results of new research show that, as Forbes notes:
People first looked down the left side to scan URLs. Virtually all of them looked at the top four and compared those as a batch. Some 80% of them made their first click on one of those four. Barely any looked at the right side where ads resided (though they clicked plenty on the ads at the top left).
Along with the changes in where people look for search results, the time duration they take looking for the results has also been reduced substantially: 8 to 9 seconds from 14 to 15 seconds.
It is an undeniable fact, as the study has found too, the searchers are facilitated, one way or another, on the cost of businesses. Therefore marketers, and especially search engine optimization or “SEO” companies, criticize Google’s way of working. That’s because if users are satisfied by first few results, they hardly bother to look for other links thus leaving the site owners with fears of business impairment.
However, we must not overlook the limitations of the study: firstly, it was done only in North America; secondly, it doesn’t include other platforms like searches on smartphones, where people follow a different approach altogether.
Abubaker Zahoor writes on diverse topics with special interest in innovations, tech-ethics, and inter-and intra- organizational business relationships.