Keeping an Eye on Google: "A new report offers fascinating, in-depth insights on how users interact with Google search results, based on studies using eye-tracking technology.
The report, from Enquiro, Did-It and Eyetools, is a comprehensive white paper that builds on an earlier press release that described Google's 'golden triangle' of search results.
The study found that most viewers looked at results in an 'F' shaped scan pattern, with the eye travelling vertically along the far left side of the results looking for visual cues (relevant words, brands, etc) and then scanning to the right, as if something caught the participant's attention.
The new study expands significantly on the initial findings, offering a detailed look at the methodology used and much more granular conclusions examining all aspects of Google search results. For example, the study showed that searchers react to organic results differently than they react to sponsored listings. "