Persona

Posted at: 2:58 PM by David

A new eye tracking study shows the importance of high rankings in both Organic and PPC search results for visibility and click through rate.

The visual heat map (below) suggests how users scan the results on Google and which areas tend to get the maximum attention.

The "Golden Triangle" is formed.

Organic Ranking Visibility

The percentage of participants looking at a listing in this location:

Rank 1 - 100% Rank 2 - 100% Rank 3 - 100% Rank 4 - 85% Rank 5 - 60% Rank 6 - 50% Rank 7 - 50% Rank 8 - 30% Rank 9 - 30% Rank 10 - 20%

The study suggests that if your website is in the top 3 then 100% of searches will notice your listing, but it doesn't mean the same amount of people will click on positions 1,2 and 3. Far more users click the website in position 1 compared to the rest.

The amount of eye movement declined rapidly through the top 4 or 5 results, and then at the bottom of the screen, tends to become more constant through to the end of the page. There seems to be a F shaped scan pattern, where users tend to scan horizontally at the top then travel vertically along the left side of results, forming the Golden Triangle.

Notice the thick red line, which is called the fold line and is where the page needs to be scrolled. Much less attention is placed below the fold line compared to the top 4.

Conclusion: A top 3 listing could be up to five times more effective than a listing in position 10. Contact Persona today to find out how we can get you there.

Labels: google, marketing, seo

Posted at: 10:35 AM by David

Hello! My name is David Coveney, welcome to my first post as Online Marketing Executive here at Persona. It's very exciting to join such a young and professional agency; I am privileged to be part of the team.

I have joined Persona after acquiring 5 years experience in web design, development and most importantly online marketing. I've had great success promoting all types of business - from small to large - and public sector organisations.

My aim is to use this knowledge to successfully promote Persona's services as well as optimise our client's sites. Along the way I shall try to help you understand the world of online marketing by regularly posting informative marketing news that aims to help your online business become a success.

Online Advertising is Soaring

Internet advertising has seen phenomenal growth over the last few years. According to PricewaterhouseCoopers an estimated £7.5billion was spent on online advertising last year. This soar in spending has helped hoist Google into the stratosphere making it the market leader in online advertising. Can your business afford to be left behind? Or, is your business paying the price for ineffective marketing?

Although paying for visitors can be an expensive exercise if done incorrectly Persona can provide strategic account management to help maximise your Return on Investment (ROI). I will post more info on pay-per-click, banner advertising, directory listings and other paid for marketing activities.

Invest in SEO so you don't have to pay for visitors

Investing in pay-per-click campaigns are not the only to get more visitors to your site. On the contrary, there are many ways to market your business and get it known to the wider audience. Search Engine Optimisation is one such activity and is the active practise of optimising a web site by improving both on-page and off-page aspects in order to increase organic traffic from the search engines such as Google, Yahoo and MSN.

SEO is a broad subject and can be split into smaller sub categories such as keyword analysis, competition analysis, copywriting, link building and a few others. I intend on writing blog posts on each of these so stay tuned. To find out more about Persona's Search Engine Optimisation (SEO) services get in contact with us.

Social Media and Web 2.0

Social media has turned the web upside down in the last few years and has the power to literally make or break your online marketing campaign. Done well a social media campaign can result in increased brand exposure, thousands of new website visitors and natural links to your site. In turn this will increase those all important search engine rankings for your target keywords.

Social marketing is a great way to promote your business and become part of a community. Never before have you had your customers grouped together in such an accessible fashion. I will be posting a lot more information on social media, social bookmarking and social networking sites.

Get in touch

So if you are looking to promote your website and make it work harder for your business I would love to hear from you! Send me a comment or email (david@per-so-na.com).

Labels: marketing, online advertising, ppc, seo, social media