Eye tracking is the process of measuring either the point of gaze ("where we are looking") or the motion of an eye relative to the head.
Here are few questions Google want to know:
Where did your eyes go first when you saw the results page? Did they go directly to the title of the first result? Did you first check the terms in boldface to see if the results really talk about tying a tie? Or maybe the images captured your attention and drew your eyes to them?
As a result the information will let Google know how to improve their products and
services for both user and advertiser. Is that Evil or Good?
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