Eye tracking comes up a lot when we talk about Digital Marketing, but what is it? What does it mean, and why is it important?
Let’s first define Eye tracking. The technical definition of Eye tracking is best summed up by saying:
Technology that measures optical movement visual attention and point of gaze. – The Internet
Ok, that is a good place to start but if you really need to understand this term and use it to your advantage when you encounter it in the “wild” we are going to need to do a deeper dive. Digital Marketing has a lot of jargon to navigate and it can mean different things depending on where it is being used and what your goals are. For example Eye tracking may mean different things to an SEO (Search engine Optimizer) than it does to an SMM (Social Media Manager) and something else entirely to a website developer, app developer, or a traditional marketer. For our purposes in this article page, we are going to take the 10,000-foot view and focus on the general digital media perspective. If this leaves you with any questions please don’t hesitate to ask! We love to respond with more specific follow-up content that may be helpful to you.
Ok, so back to “Eye tracking” What is it? Why is it important and how can I use it to best serve my digital marketing or website management needs?
Why do we talk about Eye tracking and use it in Digital Marketing?
Eye tracking is the method to answer the questions of where we look and what do we ignore. Eye tracking in SEO refers to the process of measuring where we look, also known as our point of gaze. Eyes naturally gravitate toward bolded keywords, titles and descriptions, and studies have shown that paid search listings that don’t emphasize these visual tracking basics receive comparatively less traffic. An eye tracker can detect the attention of the user. It provides unique insights into human behavior and facilitates natural user interfaces on a wide range of devices.
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