Eye Tracking Search Study Initiated

Cleveland, Ohio - ( Search Engine Optimization Inc ) - October 2, 2006 - The School of Library and Information Science (SLIS, at Kent State University), and the Information Architecture and Knowledge Management Program (IAKM), has begun an eye tracking study, with search technology firm, eMergent, in order to determine which factors make a paid search landing page successful.

As the demand for paid search marketing continues to escalate, the space has grown increasingly competitive. The study is designed to provide insight into what influences the split-second decisions that consumers make when presented with paid search advertising and landing pages. In addition to evaluating ad copy, navigation, graphics and page layout, the study will examine how age, gender and search engine preference may impact an individual’s response to the overall aesthetic and credibility of a landing page.

Suzanne Galvez, Vice President and Co-founder of eMergent Marketing explained, ''With so many companies investing heavily in paid search, savvy marketers are turning their attention to the landing page to increase conversion and ROI, and rightfully so. As the 'entry page' to a web site, the persuasiveness of a landing page is critical to success in any industry.''

In August, eMergent Marketing and Kent State University's Information Architecture and Knowledge Management Program (IAKM) co-presented a usability and eye tracking demonstration to a sold out crowd in Cleveland, where the upcoming eye tracking study was officially announced. A follow up event to share the findings is planned and details will follow once the research is complete.

eMergent Marketing offers search engine marketing and web site conversion services, combining search engine optimization, paid search marketing, and web site usability. Since eMergent Marketing's launch, it has acquired an expert team of Internet usability and marketing professionals from across the country, as well as clients including well-known Fortune 500 consumer brands, financial services institutions, hotels and resorts, and a variety of service companies.