Google SERPs Have Changed: Heat Maps Study of where people click

Google SERPs Have Changed: Heat Maps Study of where people click

The Mediative team’s research on the new search engine results pages (SERP) and what they wanted to find out:

  • Where on the SERP do searchers look and click the most?
  • How important is the location of a listing to win views and clicks from searchers?
  • How does the complex SERP affect a strategy to be found and seen by potential customers?
  • How has click activity per listing position changed with the introduction of Google’s new SERP elements?

What Mediative Found Out about Google SERPs

Mediative recently published the results of their latest eye-tracking study where they zeroed in on how users interact with Google search results pages (Google SERPs) in an effort to identify real opportunities for SEO, PPC and social media branding especially as it relates to click-through rates. What they found is enlightening and corresponds to what I’m seeing with some of my clients.

What is the Golden Triangle Heat Map For and Does it Help with Google SERPs?

Some of you remember the 2005 study known as the Golden Triangle heat map displaying how users interacted with Google SERPs, but people don’t interact with SERPs in the same way today.

Google has added more search elements that impact how users view and click thus affecting Google SERPs:

  • Knowledge Graph – answers to fact based searches
  • Carousel – a strip of images at the top along with ratings
  • Local Listings – grouped together from 2 to 7 listings
  • Organic and sponsored listings – traditional Google search listings




About the Author:

Chris Grant

Chris is an experienced professional with over 20 years of experience in enterprise management, business intelligence, and strategy. He is an Executive Vice President at LSi Media. As a serial entrepreneur, Mr. Grant has been involved in several ventures ranging from a music production company to a financial services firm, and is the author of: “Wealth DNA: The Master Entrepreneur: Cracking the Code to Massive Wealth in the Enterprise,” and contributing author to: “Five Pillars to Prosperity: Essentials of Faith-Based Wealth Building.”