Eye Tracking in 2017 for Google Hotel Searches: Why the Old Rules Don’t Apply

Tris Heaword | March 20, 2017

By Tris Heaword When one of the first eye-tracking studies on Google search engine results pages (SERPs) came out in 2005, researchers from Mediative discovered that there was a distinct pattern to the way people read the pages—what became known as the "Golden Triangle." By 2014 a new eye-tracking study found that this model had shifted, owing to many changes and developments in Google search pages. Instead of the distinct triangle, the heat maps showed an elongated "F," illustrating how users had significantly gotten used to scrolling down SERPs to find what they needed. Below are shots from the two famous studies, with the 2005 ...