How Users View and Interact with Google Search Results in 2015

Mediative’s Gord Hotchkiss and Matt Agtarap share results from their company’s 2014 Google SERP eye-tracking study at Search Marketing Expo (SMX) West 2015.


  • Users scan the whole SERP quickly — trying to identify the “chunk” of results that is most relevant to their query.
  • There is less horizontal scanning then there used to be.
  • Average duration on a SERP in 2005 was 14 to 15 seconds. In 2014, it took 8 to 9 seconds. (We’re scanning more real estate, but we’re finding something we’re confident in clicking on twice as fast.)
  • Some other takeaways from the 2014 eye-tracking study:
  • Less than 10% of users look at ads listed on the right side. 
  • Businesses that are lower on the SERP (especially positions 2-4) will see more click activity than they used to.
  • The fourth organic listing earns 26% of clicks. 

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