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Search behavior is changing accordingly. In recent years, features such as knowledge panels, images, and local packs have become increasingly visible on search results screens. The number of times they are displayed has increased rapidly, and this has had a major impact on SEO strategies. A new study is being conducted to find out how the introduction of these multiple features is affecting searcher behavior. According to a study conducted by the Nielsen Norman Group , when advertising product carousels, video carousels, featured snippets, and rich results appear on search engine result pages (SERPs), 74% of It means that it is being seen by the user. These visual elements of the search results screen influence the path of the user's gaze. The study also found that users' gaze patterns are no longer linear, as the display of multiple features can vary depending on the query. This is the result of a study that analyzed 471 queries from eye-tracking and usability research participants between 2017 and 2019. table of contents How do search results screen features affect user behavior and actions? pinball pattern What search results are being viewed and clicked on? Values below the first view are diverse.
Why we need to be careful Information on email magazine subscription How do search results screen features affect user behavior and actions? Research shows that when features like featured snippets appear in search results, users see them 74% of the time. "Images clearly attract attention and are visually appealing, helping Belgium Phone Number Data users decide that the search results are about the topic they are looking for," says Nielsen Norman Group. Nielsen Norman, senior user experience specialist and author of this analysis, told Search Engine Land. "But elements that provide quick answers also capture a lot of attention, such as featured snippets, knowledge panels, and people also asked this question ." Interestingly, while these elements add to the complexity of search results screens, users seem to be able to take action relatively quickly. On average, participants in this study took 5.7 seconds to click on their first selection.
Another study conducted by Yext found that actions on local search results (clicks to get directions, make a call, etc.) have increased significantly (17%), and business listing impressions have increased ( 10%). “This situation means users are able to find what they want faster,” Yext analysts concluded. “As users learn to use more specific queries and search engines become better at understanding these queries, users spend less time searching and more time learning about businesses. "I'm spending a lot of money," he said. pinball pattern The value of appearing at the top of the search results screen is based on the idea that users view search results in succession. Search results these days display different types of results, such as advertisements and interactive elements, in addition to traditional search results.
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