RSS LinkedIn Google Plus

Call us: 0800 014 9884

Bing’s layout: improved results for search marketers?

Here are some interesting findings from American user experience consultancy User Centric, who have been conducting a bit of research into the ways in which people look at search engines.

The company compared two providers – Google, and Microsoft’s relaunched Bing (whose leapfrogging of Yahoo into second place in the search market was, reports Techcrunch, short-lived) – to see how each captured the visual interest of visitors.

The results showed that the two search engines were fairly evenly matched when it came to the attention paid to natural search listings, with users spending an average of seven seconds looking at that area of the page.

Similarly, interest in the sponsored results above the natural listings was high on both search engines. Over 90 per cent of participants spent time looking at the paid results on Google and Bing, with the duration of interest increasing on task-based (eg. ‘find a new car’) searches.

Differences emerged when it came to the paid adverts that appear on the right hand side of both search providers’ results pages. Bing’s layout was found to be more effective in drawing attention to the sponsored listings, with 42 per cent of users looking at them, compared to 25 per cent for Google.

Heatmaps showing areas of interest on Google and BingThese images show user activity on Bing (left) and Google. Red areas were those that were looked at for more than 4.5 seconds. The colouring on Bing’s sponsored listings show they attracted more interest than Google’s.

Reasons cited for the difference include the space between natural and paid listings being much smaller on Bing, making users more likely to glance across to the sponsored links. Also, Bing’s ‘book-ended’ page design (which has related searches shown on the left) means surfers spend a more even amount of time looking at each section of the page.

Already, some sources are suggesting that this difference may attract advertisers to Bing, as it means their ads are more likely to be viewed. However, the User Centric study showed that click-through rates were about the same on both search engines, so while more people may be looking at Bing’s sponsored links, they aren’t necessarily following them.

For the study, researchers used heatmaps and eye-tracking technology to monitor where on the pages users were looking. theEword employs heatmaps as part of its A/B testing process, using them to track visitor activity across different page designs.

One useful aspect of the technology is that it allows designers to see which elements on the page are attracting clicks, even if those elements are inactive (leading to development questions such as ‘if that static graphic is drawing a lot of attention, would there be any gain in making it clickable, or replacing it with a sales button?’). This enables SEO teams to identify which parts of the page will be instrumental in the conversion process and make use of them accordingly.

Written by admin
james_riches_swap

Google to build huge Dutch data centre Wednesday 24th of September, 2014by James Riches Google has said it will spend £470 million on a new data centre in the Netherlands.

More on this story »
james_riches_swap

Google confirms Panda update Monday 29th of September, 2014by James Riches Google has announced the latest Panda algorithm update, with three to five per cent of queries affected.

More on this story »
james_riches_swap

Google reveals little SEO advantage of switching to HTTPS Wednesday 1st of October, 2014by James Riches Google discloses that there are little SEO advantages of switching to HTTPS, but encourages businesses to do so, saying security is a top priority.

More on this story »
theEword - 3 hours ago

Netflix and Orange team up in France for set-top box streaming http://t.co/05fc26Xpd4

Reply Retweet Favourite
theEword - 2 days ago

Want to work with an awesome growing team? Why not take a look at our current opportunities http://t.co/quUGMpKwxr

Reply Retweet Favourite
theEword - 3 days ago

Google confirmed a Panda update last week: http://t.co/c7TxBjZDaA

Reply Retweet Favourite
theEword - 3 days ago

The team had a tree-mendous day at Go Ape on Friday! :-) http://t.co/lJOsfZcvBu

Reply Retweet Favourite
theEword - 3 days ago

theEword is looking for a Content Writer. If you're interested, check out the details here: http://t.co/dT1pWVd1y8

Reply Retweet Favourite
danielle_middleton_swap

Apple diversifies emojis - Bitcoin is property - Paltrow and... Wednesday 26th of March, 2014by Danielle Middleton We take a look at Apple's lack of emoji diversity, the IRS's ruling of Bitcoin as property not currency and Gwyneth and Chris's separation causes Goop.com to crash.

More on this story »
rachel_hand_swap

Microsoft Cortana -Turkey's Twitter Trouble Over - April Foo... Friday 4th of April, 2014by Rachel Hand This week in theEweekly Wrap: find out about Microsoft Cortana, Turkish court's decision on the Twitter ban, and the best online pranks from April Fools.

More on this story »
rachel_hand_swap

Mozilla CEO Drama - Google Robotics Investment - Superfast M... Friday 11th of April, 2014by Rachel Hand This week in theEweekly Wrap: updates from the Mozilla controversy, news of Google's robotic investments, and a video of a superfast mobile phone charger.

More on this story »

Who loves theEword

Who loves theEword Who loves theEword