Golden Triangle (Internet Marketing)

The Golden Triangle in internet marketing depicts the triangular viewing pattern on a webpage which is created by tracking eye activity of users. It is an eye-tracking heat-mapping that shows that people look and click on a specific area on a page of search results, which gives rise to an F pattern.
Origins
This term relates to search engine marketing strategies and was coined back in 2005 during studies which were carried out by Enquiro, Eyetools and DidIt to show which area on search result pages drew the attention of viewers the most.
In search engine marketing, companies try to place their websites in the top results for searches. It was previously considered that a website should be seen on the first page of the search engine and it was even better if the website was ranked higher on the first page. This was until a trend was identified, showing that it was only the first three results on a search engine that had high click-through rates whilst the remaining results had very low click-through rates.
Enquiro, Eyetools and DidIt carried out a study to better understand the average search patterns and to try to find out whether there was anything which differentiated a result ranked first from a result ranked sixth on a search engine page. supporting the idea that the Golden Triangle phenomenon has declined as search engine results pages, and user behavior, have shifted and evolved since 2005.
As a result of the rise in mobile usage, search patterns have become more and more vertical, and less horizontal, and we can see similarities in the way people search on mobile and on desktop. Mediative released another study in March 2016, looking at how consumers conduct searches on Google using a mobile device, supporting that theory.

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