With such an extensive user population, it is imperative to understand how web users view different web pages. The World Wide Web has become a ubiquitous information source and communication channel. The findings of this review provide avenues for further studies as well as for the design of search engines. Search engines’ interfaces have been improved by adding many new functions and users have moved from desktop searches to mobile searches. The review indicates that behavior on search engines has changed over the years. The paper examines the state of current research on the topic and points out gaps in the existing literature. The literature review covers results, the contexts of web searches, a description of participants in eye-tracking studies, and the types of studies performed on the search engines. Content analysis shows that this matrix contains 12 common parts: search engine apparatus participants interface results measures scenario tasks language presentation, research questions and findings. Based on a review of 56 papers on eye-tracking for search engines from 2004 to 2019, a 12-element matrix for coding procedure is proposed. A framework is created to examine the effectiveness of eye-tracking by drawing on the results of, and discussions concerning previous experiments.

This paper analyzes peer-reviewed empirical eye-tracking studies of behavior in web search engines.

Serps tracking