optify organic click through rate webinar slides

©2011 Third Door Media, Inc.

From Click-‐Through-‐Rate to Conversion Rate:

Conversion Tac8cs for SEO and SEM

Thursday, August 11, 2011 Speakers:

Tim Ash, SiteTuners, Erez Barak, Op8fy


Erez Barak, Op8fy

»  Erez Barak is Vice President of Products and Co-‐Founder at Op;fy;

»  Frequent speaker at industry events. »  Prior to Op;fy, Erez was a director of product marke;ng in HP’s SoFware business unit.

»  He was recently named among the Top 25 Innovators in 2010 by SeaPle Business Magazine.


Op8fy’s Organic CTR

»  Organic CTR Research »  Defini;on »  History »  Research ques;ons »  High level results »  How does CTR relate to CPC? »  How does CTR relate to KW popularity?

»  Key Takeaways


»  From Wikipedia – »  CTR is most commonly defined as “number of clicks” divided by “number of

impressions” and generally not in terms of the “number of persons” who clicked

divided by the “number of impressions”

Organic Click Through Rate (CTR) -‐ Defini8on


Organic Click Through Rate (CTR) -‐ History

»  In 2006, CTR data from an AOL study was 'leaked' to the world.

»  Those curves have been used thoroughly in the SEO industry as a cornerstone for ROI calculators and theore;cal debates and as a means to jus;fy SEO efforts.

»  No substan;ve studies since 2006 about CTR. »  Given recent changes in the way search engines render the

SERPs (Search Engine Results Page) and the increasing importance of social in search, we thought it was ;me for a new CTR curve and to answer a few basic ques;ons.


Organic Click Through Rate (CTR) – Research

»  Method »  250 sites were randomly chosen as the sample set for this research. »  10,000 keywords and over 1.2 million clicks were analyzed. »  Keywords were filtered by the search volume, cost and rank criteria. »  All ranks on the first and second result pages were analyzed.

»  Research Ques;ons: »  What is the new CTR curve for organic results? »  Is there a correla;on between organic click through rate and CPC value

for the same keyword? »  What is the effect of search volume on click through rates?


Organic Click Through Rate (CTR) – Results

»  These results clearly show that with an average 37% click through rate, the benefit of ranking number one is very valuable

»  60% of the clicks going to the top three, ranking at the top of the first page is more valuable than ever

»  Ranking first on the second page has some benefits; there’s a slight bump for posi;on eleven (the first result for page two)


»  Average CTR on page one is 8.9%, far higher than the 1.5% CTR average on the second page

»  Your SEO efforts should be focused on moving keywords to the first page and not necessarily to the first posi;on. It also means, that ranking below page two has almost no business value.

Organic Click Through Rate (CTR) – Results


How does CTR relate to CPC?

»  CPC is the approximate cost-‐per-‐click you might pay if you were to bid on the keyword. The CPC is averaged over all the ad posi;ons.

»  Cheap Terms: »  All terms that with a CPC less or equal to $0.25

»  Expensive Terms: »  All terms with a CPC over $1.50

Cheap Expensive

CPC <= $0.25 > $1.50

Examples “health ;ps for women” “photo prints”

“best canvas prin;ng” “best auto insurance”

“trek mountain bike” “acura suv”


How does CTR relate to CPC?

»  Cheap CPC terms will likely yield over double the CTR on the first page than expensive CPC terms.

»  Your poten;al organic traffic is nearly three ;mes greater on a lower CPC term.


How does CTR relate to keyword popularity?

»  Monthly searches are the approximate 12-‐month average number of user queries for the keyword in the US.

»  Long tail Terms: All terms with less than 100 monthly searches (we did not include terms with no monthly searches)

»  Head Terms: All terms with more than 1,000 monthly searches

Long Tail Head

Monthly Searches < 100 > 1,000

Examples “superhero giFs” “xmas giFs”

“nissan car review” “audi a5”

“golf gear review” “bmx”


How does CTR relate to keyword popularity?

»  If you are op;mizing for head terms, you will not see huge benefits un;l you get to the top few posi;ons.

»  If you are op;mizing for a long tail term, you can see decent CTR almost anywhere on the first page.


Key takeaways »  Invest in geVng more terms to page one first, then worry about advancing to first

posi;on. »  Choose your target keywords wisely and make sure you look at the CPC value as

well as the search volume. »  If you’re interested in more than just visits and Pageviews, measure success with

the right metrics. If your goal is leads, sales or signed customers, make sure you have the mechanism to track and measure those metrics all the way from source to comple;on.

»  GeVng a lot of long tail keywords to page one might be easier and more valuable than getng a few head terms to page one

»  Stay on top of SEO best prac8ces and updates. The changing face of SERPs is not a short-‐term fad; as long as there are search engines, SERPs will con;nue to change.


What do I need to track in Real Time ?

»  SEO Indicators »  Keyword Ranks »  Rank Trends over ;me »  Ranking in mul;ple

engines


What do I need to track in Real Time? »  Business Indicators

»  Pageviews »  Visitors »  Conversion »  Revenue


Tim Ash, SiteTuners

»  Tim Ash is the CEO of SiteTuners, a conversion rate op;miza;on firm. He is the author of the bestselling book Landing Page Op2miza2on and the founder and chair of the interna;onal Conversion Conference event series.

Need & Value

Hassle & Cost

Before


Contact Informa8on [email protected]

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About Op8fy Op;fy is the leading provider of marke;ng soFware and services for the real ;me web.

Op;fy’s hosted, easy-‐to-‐use suite of applica;ons enables businesses to drive more traffic and leads with SEO and social media, convert visitors to customers, and measure and share results. Start Your Free Trial Today at www.op;fy.net/sign-‐up

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optify organic click through rate webinar slides

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