Please accept all cookies to ensure proper website functionality. Set my cookie preferences

The way consumers view Google results pages related to hotel searches has changed significantly over the past few years, according to recent research from Travel Tripper.

The report was based on an eye-tracking study conducted using the Sticky platform. As part of the study, 100 consumers were shown desktop Google search engine results pages (SERPs) for three hotel names (Capitol Hill Hotel, Park Lane Hotel, and The New Yorker Hotel). Participants' eye-movements were tracked as they looked at each SERP for 15 seconds.

In past studies, consumers tended to look at desktop SERPs in an F pattern: starting at the top with paid ads, then moving down to organic results, then across to the ads in the right column.

The rollout of new right column units by Google that display a hotel's business listing and metasearch price results has changed this behavior, the analysis found.

Consumers now focus intently on the top of the page at the paid ads and hotel business listing. Organic results receive significantly less attention.

The researchers found that when looking at hotel SERPs, consumers tend to look at the paid ads at the top first, the business listing second, and then either the organic results or metasearch prices.

In addition to tracking eye movements, the researchers asked participants which links on the SERPs they would be most likely to click on.

More than half (55%) said they would click on a paid link, 28% on an organic listing, 10% on a metasearch link, and 7% elsewhere (e.g., on the hotel photo in the business listing).

About the research: The report was based on an eye-tracking study conducted using the Sticky platform. As part of the study, 100 consumers were shown Google search engine results pages (SERPs) for three hotel name keywords (Capitol Hill Hotel, Park Lane Hotel, and The New Yorker Hotel). Participants' eye-movements were tracked as they looked at each SERP for 15 seconds.

Sign up for free to read the full article. Continue reading "Eye-Tracking Study: How Consumers View Google Search Results for Hotels" ... Read the full article

Subscribe today...it's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Sign in with your preferred account, below.


ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

Search Engine Marketing Resources

You may like these other MarketingProfs resources related to Search Engine Marketing.

Marketers' Top SEO Priorities in 2022

Marketers in different roles are focused on different SEO priorities in 2022, though improving collaboration is a shared goal across the board, according to recent research from Conductor.

SEO, Sleeping Outside, and Super Tuscan Wine: Wil Reynolds on Marketing Smarts [Podcast]

The cutting edge of search may have moved beyond keywords and links to deciphering what Google has learned about the searcher. Wil Reynolds of Seer shares his insights on SEO, as well as philosophies on leadership and giving back to the community.

Eight SEO Strategies to Consider for 2022 [Infographic]

How can you ensure your website ranks well in in 2022? This infographic looks at the importance of focusing on strategies such as high-quality content, mobile optimizations, on-page enhancements, and fast page speeds.

The Most Important Search Ranking Factors According to SEO Experts

SEO professionals say on-page elements had the biggest impact on search rankings over the past 12 months, according to recent research from Search Engine Journal.

Social Media vs. SEO: 9 Key Differences Between the Tactics [Infographic]

This infographic looks at differences between social media and SEO in nine areas: topics, formats, audience targeting, conversion likelihood, speed, upper limits, effort and durability, measurement, and interdependence.

SEO Expert Survey: Traffic, Budget, and Time Trends

Search engine optimization (SEO) professionals say most of their clients had an increase in traffic to their websites in the last year, according to recent research from Search Engine Journal.