If you are new to SEO you are most likely chasing your tail in circles, given
the huge amounts of good and (mostly) bad information on the subject.
After a search, the first thing they see is the search results, Title, Description, and URL
all play a part.
On page content now assumes a high proportion of importance.
In 2010 Google started to switch from assigning links a high value
in deciding SERPs and this is reflected in today's scoring.
All we have to do is apply this using user generated metrics.
This resulted in eye tracking studies showing us the "Golden Triangle" as readers use an "F" pattern.
Obviously, users' scan patterns are not always comprised of exactly three parts. Sometimes users will read across a third part of the content, making the pattern look more like an E than an F. Other times they'll only read across once, making the pattern look like an inverted L (with the crossbar at the top). Generally, however, reading patterns roughly resemble an F, though the distance between the top and lower bar varies, as the nngroup.com studies show..
(Click for fullsize)
The above heatmaps show how users read three different types of Web pages:
The following heatmaps show three examples that cover a
user engagement with the content: quick scanning,
partial reading, and thorough
Heatmaps from eyetracking studies: The areas where users looked the most are colored red; the yellow areas indicate fewer views, followed by the least-viewed blue areas. Gray areas didn't attract any fixations. Green boxes were drawn on top of the images after the study to highlight the advertisements.
At all levels of user engagement, the finding is the same regarding banners (outlined with green boxes in the above illustration): almost no fixations within advertisements. If users are looking for a quick fact, they want to get done and aren't diverted by banners; and if users are engrossed in a story, they're not going to look away from the content.
The heatmaps also show how users don't fixate within design elements that resemble ads, even if they aren't ads (and thus aren't shown within green boxes above).
2.3 Other Features
Aside from PageRank and the use of anchor text, Google
has several other features.
Since 1998 Nielsen Norman Group has been a leading voice
user experience field: conducting groundbreaking
research, evaluating interfaces of all shapes and sizes,
and guiding critical design decisions to improve the
|Now we need to turn to the page
elements that attract the attention of visitors.
"Most of our eyetracking findings on Web advertising present no ethical dilemmas. For example, we know that there are 3 design elements that are most effective at attracting eyeballs:"
On the flip side is "Banner Blindness".
So we know where they look and what they look at.
Google's algos are a machine trying to "read" and "think" like a human.
A search engine cannot distinguish the visual positioning as would a human,
instead it uses page structure components.
Sperber and Wilsonís theory posits the notion of manifestness, which is when something is grasped either consciously or unconsciously by a person.
They further note that it will be manifest to people who are engaged in inferential communication that each other have the notion of relevance in their minds. This will cause each person engaged in the interaction to arrive at the presumption of relevance, which is the notion that (a) implicit messages are relevant enough to be worth bothering to process, and (b) the speaker will be as economical as they possibly can be in communicating it. (ED: Shorter is Better)