Nielsen has made some usability studies to show the focus areas on a web page. Using this study you can get a lot of tips – both for your SEO and for your SEM.
Let me show you a typical Google search page. Heat maps from user eye-tracking studies. The users are looking the most are colored red. The yellow areas have fewer views and the blue areas are the least viewed areas.
First of all – its important to be above the fold. We read from top and down and from left to right. Not only do you have to be on the first page, but you also have to be above the fold to be noticed in the Google search results.
And of course the heat map shows that most people are looking for the natural search results and not the paid ads. But on the other hand – we know that people click on Google Adwords. So Google Adwords is still working.
If you are paying Google Adwords you have to be in the top 20%. You will have to get the 1. or 2. position if you really wanna get results. I have seen other heat maps and they all shows the same pattern.
Most people stop at the 1. page of the search results and some will go to the second page. But after the second page – it really doesn’t matter. The same pattern on the 2. page – you have to be above the fold to get noticed.
A sample of over 8 million clicks shows that over 94% of users clicked on a first page result and less than 6% actually clicking to the second page and selecting a result displayed there.
Get more ideas here at BusinessInsider.