There’s a fascinating blog post by a company called Think Eye Tracking which compares eye tracking studies between users of Google between 2005 and 2008.
It raises the question over keyword popularity – and do you really need to be at number 1 in Google to clicked on by the majority of users. Certainly user habits have changed over the last three years, according to this study. I suspect this is because we have all become more familiar with the interface and with the way it displays results.
You can read it in full here.