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Webinar: The Evolution of Google’s Search Engine Results Pages and Their Effects on User Behaviour
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Webinar: The Evolution of Google’s Search Engine Results Pages and Their Effects on User Behaviour

When: Tuesday, September 30, 2014
From 1:00pm until 2:00pm ET
Where: Webinar (Register for link)
Contact: Brooke Weldon

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The Evolution of Google’s Search Engine Results Pages and Their Effects on User Behaviour

Speakers: Ian Everdell, Manager, User Experience and Research, Mediative

Gord Hotchkiss, Out of my Gord Consulting Inc

Tuesday, September 30, 2014

Webinar Description

In 2005, Mediative (formerly Enquiro) conducted an eye tracking study to understand how searchers interact with the Google SERPs and what this means for businesses. Those findings resulted in a popular term used amongst the industry called the Golden Triangle, which indicated a pattern on the SERP page that had the highest area of interest and attention by searchers. Given the significant algorithm changes happening over the past year or so, Mediative wanted to do an update on that study to see how search behaviour has changed and if the traditional Golden Triangle pattern still exists.

The study focused around several key elements:

  • Local Listings
  • Carousel
  • Knowledge Graph
  • Ratings & Reviews
  • Sponsored and Organic Listings

Meet Our Speakers

Ian Everdell, Manager, User Experience and Research, Mediative
With a master’s degree under his belt, Ian Everdell decides to test the performance of his preferred search engine. He enters the search words "eye tracking jobs.” It’s early 2009, and Enquiro appears at the top of his results. He submits his resumé, and before you know it, this neuroscience graduate is embarking on a career at Enquiro, which evolves into Mediative nearly two years later.

Of humans and machines
Ian was introduced to Web design at high school, but he soon grew more interested in the way humans behaved, especially how they interacted with computers. "I wanted to understand why someone behaves the way they do online, and what we can do to make interacting with technology easier.” After earning a bachelor’s degree in health informatics, he went on to do a master’s in neuroscience, specializing in eye movement analysis. He has also acquired the title of Certified Usability Analyst.

Once they find you…
At Mediative, Ian helps clients understand how users experience their site or application. His goal? Help companies improve the usability of their sites and thereby maximize their conversion rates and customer satisfaction. "If you want to succeed online, people need to find you. Once they get to your site, it can’t suck!”

A UX expert sought far and wide
Ian oversees all of Mediative’s research on user behaviour. He has authored a number of white papers on the topic and collaborated on books that have become must-reads in the industry, including The Buyersphere Project, a study on business-to-business buying behaviour published in 2009. A member of the UXPA, he frequently conducts webinars and takes part in a host of influential conferences. He thrives on the speed at which the digital world is evolving. He’s confident that Mediative can keep up and anticipate how these changes will affect his clients. After all, he has three things going for him: knowledge, experience and, of course, science!

Gord Hotchkiss, Out of my Gord Consulting Inc
In understanding search and online user behaviour, no one is a more respected voice than Gord Hotchkiss. He and the research team at Enquiro built a solid reputation as the leading experts in understanding not only what happens on a search portal, but also why. Gord's voracious personal curiosity extends into areas as diverse as neurology, psychology, genetics, sociology and anthropology, always with the goal of understanding why we do the things we do and what that means for marketing strategy.

In addition to being the CEO and co-founder of Enquiro (which was acquired on October 26, 2010 and is now part of Mediative), Gord is a past director and Chairman of SEMPO (The Search Marketing Professionals Organization), a columnist for MediaPost and Search Engine Land, a regular presenter at all the industry shows and a popular keynote speaker. He is also the author of The Buyersphere Project: How Business Buys from Business in a Digital Marketplace.

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