I Love to Search but Words Get in the Way By Gord Hotchkiss, Search Engine Guide - June 27, 2005 -- Describes what people do when scanning results:
"Based on these two studies, here's what seems to happen. The eye looks for a visual cue, generally the phrase we just searched for, in the title. Starting on the top of page on the left hand side, we start scanning down the page in an "F" pattern. While we're focused on the visual cue, our peripheral vision is open to the appearance of words that might match our semantic map. Even though we didn't search for any of these words explicitly, their appearance in the title and description has a strong implicit impact on which link we start reading. When there seems to be a match based on a quick scan including both where our eyes are fixated and the extra detail picked up by our peripheral vision, we switch to more traditional reading behavior, reading first the title and then the description from left to right. This lateral activity creates the horizontal arms of the "F"."
Posted by Gwen at June 28, 2005 11:20 PM