Web users and your customers are not patient enough to read through the whole page of the search engine results. As a general rule of thumb, web users tend to start reading from the top left side of the search engine results page (SERP) and scan through vertically along the left side looking for clues that help them find the most relevant content. Once they have found a clue, they quickly scan through horizontally to see if the content matches the user’s intent. This reading pattern is shaped as the letter
Below, is a screenshot using a heat map of a Google results page. As you can see a lot of attention is given to the first four results on Google. You can notice almost a triangle shape that forms from the hottest areas of the page. Is your website in the Triangle?
Another interesting aspect of this image is the significant drop off between the first four and the bottom of the SERP. Unless the web user couldn’t find anything relevant on the top page, the chances of your website getting traffic is very minimal. Studies have shown that it takes about 12 seconds for a web user to scan through and make their first click. Can your customers find you in 12 seconds?