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The more complex nature of Google’s search results page has resulted in individuals being less likely to view results from the top to bottom, which means businesses may not need to have the highest ranked listings. So reports The Drum.

The study, by Nielson Norman Group, found that sequential scanning, which was originally a prominent practice, has been replaced by a “pinball pattern” resulting from viewers focusing on images as well as descriptions of search listings.

Read the full article from The Drum.

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