During the months of December and January we have been conducting a battery of tests to develop a study Search Marketing-oriented tourism. The tests for the study were performed using Eyetracking technology and a personal interview after the test is completed, to know where users tested looked and looked there and why not elsewhere.
In total, 54 people aged between 16 and 68 years were tested.
The results have been very interesting and will publish on this blog as we move forward in analyzing the data.
The first of the curious things we've noticed is that While Google Maps appear is important, more important still running first for natural positioning. Especially in specific searches. In general searches such as "hotel in Barcelona"There is no doubt about the importance of appearing on Google Maps. In this post we will analyze the specific searches.
Let's see why we have come to this conclusion:
One of the tasks to be carried out by users was to find the website of the Hotel Pulitzer in Barcelona between all the results that appear on Google by searching for "Hotel Pulitzer Barcelona"(Without the quotes). Apareceían 234,000 results.
Looking at the heat map image I show along these lines, we can see that the official website of the hotel appears in both Google Maps and in the first place by natural positioning. As well:
- A 51.85% of users in clicaron first result of natural position.
- 40.74% of users clicaron on the web that appears on Google Maps.
- 7.41% of users (4) were wrong and clicaron on Adwords or other natural results, convinced that clicaban the hotel website.
- Those who had clicked on SEO results indicated that rely more of these results. In fact, 22% had not even looked at the area of Google Maps and gone directly to the SEO area. When asked why they did not trust, most indicated that they thought it was instead advertising and knew the results that follow the map are not advertising.
- Those who clicaron on the map indicated that clicaron on the map that appeared in the middle of the screen and saw that it was directly and the hotel page.
Most people indicated that the URL of the hotel was what I told them it was the hotel's official website (obviously they called the "hotel management" not the URL, I am writing URL to facilitate the writing of this post). 25% also indicated that the title of the result indicates "Official Website" had reaffirmed that they were right and that was the official website.
- 4 people wrong and clicaron on other outcomes, they were convinced that they were right and had given the correct web (until they saw the web to which arrived after clicking, of course, at which time they realized their mistake). In most cases it was the URL that misled them and made them believe they were on the correct result. URLs that were the type clicaron "Hotel-Pulitzer-Barcelona.h.rez.com"Hence some people confused. Although the titles of the ads also helped confuse "Hotel Pulitzer Barcelona"As the title of a Adword is able to confuse anyone if not take into account other parameters.
As for Adwords in general, almost everyone looked at some point 3 advertisements are highlighted in the upper zone (only 25% not looked), regarding the lateral Adwords, were not so lucky, and only 22% watched them.
In another post again we discuss the issue SEO vs. Google Maps, but using an example in which the results it delivers the page, in both cases are different (the Avanzo ... SEO wins again).
Later note: The study can download it here: Eyetracking Search Media .
Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.