At the end of November, the results of a study appeared, the purpose of which was to study the behavior of users when viewing Google search results, which have special SERP blocks.
Its authors wanted to know by what principle users click on them. These studies provide new opportunities for SEO optimization of sites.
Features of user behavior on the search results page
Today, the Google search results page has a lot of new dynamic blocks – quick answers, image carousel, local search, and other elements – that can change each other depending on the query options. Studies have shown that they strongly influence the behavior and actions of users, and therefore determine the construction of SEO strategies.
Study consulting company Nielsen Norman Group, conducted from 2017 to 2019, showed that if blocks such as a product carousel, video carousel, rich snippet, etc. are presented on the issuance page, they are viewed in 74% of cases, while the gaze trajectory user is non-linear and varies depending on the combination of SERP blocks. This type of viewing has been called the “pinball model”, after the way the ball moves in the game of the same name.
Pinball view model of the SERP page
It is believed that getting to the top position of organic issuance is the most significant for SEO. This assertion is based on the fact that people view search results linearly from top to bottom. However, a modern SERP page breaks these notions because it includes different types of SERPs, ads, and interactive elements that users view in a slightly different way: they jump from element to element, primarily clinging to the ones that are illustrated.
According to the authors of the study, pictures definitely attract attention because they help users quickly understand whether the search results satisfy their query. Also, elements that provide more detailed information attract a lot of attention. These include rich snippets, quick replies, and the “people are also searching” block.
The report says that because the search results page is inconsistent from request to request, users evaluate it differently each time before making a choice. The new given query and its variants can show a variety of search blocks. This variation plays a key role in shifting the user’s attention on the page and determines which links get visibility and clicks.
It is noteworthy that the apparent complexity in the SERPs does not stop users from moving quickly enough. It took participants an average of 5.7 seconds to make the first click.
The example below shows how users’ eyes move when they search for “buy the best fridge”. Members turn their attention to product feeds, contextual ads, featured snippets, and the “people also search” a block before looking at the first organic results.
But more often than not, after such a view, people click on the first item that appears in the search results. It accounts for 28% of clicks. And it could be advertising. It is worth noting that, according to the study, when studying the page, the user may not focus on the first element.
A total of 59% of all clicks go to the top 3 SERP items. From which it follows that no matter how the resource ends up there, it will be contextual advertising or the result of competent SEO optimization, people are more likely to click on it anyway. The researchers also add that the so-called zero-click position is the most “lucky” (we will look at how to get to it and whether it is necessary for the following publications).
However, the results are still disappointing for those who end up on the 2nd and following pages. Participants switched to them only 2% of the time.
It is also interesting that for simple search queries, click on the results of the issue before scrolling the page predominates. Only 5% of navigational and search clicks were on results after scrolling through the SERP. But the percentage (20%) increased for more complex search queries. This suggests that companies that publish specialized content can still get clicks even if they are at the bottom of the SERPs.
A similar study with SERP special elements was conducted by IT company Yext. She focused on such a block of search results as a company card in Google My Business. The collected data showed that user interaction with this block increased by 17% compared to the previous year. People began to use the “routes” button more often, go to the company’s website, and make direct calls.
Findings
Thus, the top organic result is only one of the factors that can contribute to visibility in SERPs. If this research shows the reality of how the general public views search results, it is a clear clue as to how content should be optimized for search results today.
In 2019, traditional organic results gave way to contextual advertising and rich responses, which have more than doubled in clicks on mobile since last year. Buyer actions on Google My Business listings, another type of advanced listing, are also receiving more clicks than last year. The trend towards more search features has had a big impact on user behavior, with most Google searches ending up without clicking a link, which means less organic traffic for sites. Marketers must shape their strategies around these trends.