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SEMPO Chat with Ian Everdell on Google’s Changing SERP Layout and Implications for Businesses
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When: Tuesday, October 14
From 1:00 PM until 1:30 PM EST
Where: Google+ Hangout
Presenter: Ian Everdell
Contact: Brooke Weldon

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SEMPO Chat with Ian Everdell on Google’s Changing SERP Layout and Implications for Businesses


Join us on Tuesday, October 14th at 1PM ET, for a Google+ Hangout with Ian Everdell on Google’s Changing SERP Layout and Implications for Businesses

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 can be downloaded here:

In this hangout, Ian Everdell answers questions that may arise out of this research. What does this mean for businesses and online advertisers? What should they be doing differently? What should they be doing the same?

Please RSVP to this event on Google+ so and it will be added to your Google calendar. Ten minutes before the event starts, we'll add the live Hangout on Air link so you can tune in live!

This is going to be a Google Hangout on Air so please make sure you have added SEMPO to your Google+ Circles so that you may be one of our on-camera participants. This session will also be include questions via chat and will be on YouTube. Twitter hashtag is#SEMPOchat.


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!

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