F-shape refers to the way in which users’ eyes would read through Google search engine results pages (SERPs). In 2005, eye-tracking showed that the Golden Triangle was the norm, but by 2014, it became the F-shape. The F-shape showed that users were spending more time looking through more search results than in the 2005 study. More recent studies are showing that the F-shape is starting to become less common now that Google has redesigned the SERP again.

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