In Enquiro's original eye tracking report, it was stated that scan patterns on search results pages generally resemble an F-shaped scan pattern. Starting in the upper left corner, we scan down vertically and when titles catch our attention, we start reading the title horizonally. If we choose not to click and continue to look at other listings, we begin to scan down vertically until we see the next listing that catches our attention, again switching back to a horizontal scan. This repeated pattern tends to create a series of F's down the page.