Latest Google Eye Tracking Study

Latest Google Eye Tracking study by Mediative show that searchers have developed beyond the traditional Golden Triangle format from 2005 and have changed the way they view Google serps.

Instead of narrowing in on the very top left results, it now appears that searchers look at other areas around the first fold (screen area before the need to scroll down), even centering their view mostly not at the very top but at the beginning of the Google+ Local results (Maps A, B C D etc).

A couple of main points were that searchers were looking at more listings in a single session, however they were spending less time on each website visited.

Read the full Eye Tracking report here with diagrams.