Online visitors tend to scan the search results in order, confirmed recent eye-tracking studies conducted by Google.
“They start from the first result and continue down the list until they find a result they consider helpful and click it — or until they decide to refine their query,” reported the search engine giant.
Using heatmaps, the eye-tracking study revealed most users found what they were looking for within the first two results, and they seldom went further down the page.
See the full Google report.
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