Making Data From Google Webmaster Tools Actionable

Neil Walker@theukseo

SERPs 2010@theukseo

Remember this?

SERPs 2010@theukseo

GWT 2010April 2010 – GWT released Impressions, Clicks and CTR

@theukseo

SERPs 2010@theukseo

A Big Excel Sheet

CTR 2010@theukseo

1 2 3 4 5 6 7 8 9 100.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

Organic CTR 2010

SERP Position

CTR

%

• 100 clients across• Different Verticals • Approx. 1500 key phrases.

SERPs 2010@theukseo

Things change!

SERP Changes@theukseo

1. More opportunity in local search

2. Paid shopping results show above organic results

3. Local results show up even without adding a location

4. For location-based SERPs, organic results almost disappear

5. Huge site links for brands monopolise branded queries

6. Sidebar menu attracts clicks and competes with the actual results

7. Google +1 counts appear in search results for everybody

8. Google instant search results send people away to partial queries

9. Review Stars appear in SERPS

SERP 2012@theukseo

SERPs 2010@theukseo

Not Again!!A Big Excel Sheet

CTR 2012@theukseo

1 2 3 4 5 6 7 8 9 100.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

Organic CTR 2012

CTR

%

• 70 clients across• Different Verticals • Approx. 1500 key phrases.

CTR 2010 v 2012@theukseo

1 2 3 4 5 6 7 8 9 100.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

Sum of 2010 CTRSum of 2012 CTR

Position

CTR

%

• Exact Same Queries• 57 clients• 356 key phrases.• Duplicated 2010 - 2012

SERP’s 2012@theukseo

• Universal SEO• More keywords• Google Plus?• Local Search• Google Products• Reviews• Google News• Video

NO! Its Just Evolving!Is SEO Dying?

What’s Next?@theukseo

• Web• Mobile• Image

• Smart Phone• Video

Mobile CTR@theukseo

• 44 clients across• Different Verticals • Approx. 1200 key phrases.

1 2 3 4 5 6 7 8 9 100.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

Mobile CTR v Desktop

Sum of Smart Phone CTRAverage of Desktop CTR

Position

CTR

%

Bit of Fun?@theukseo

Pin the Tale on the Donkey?

Image CTR@theukseo

• 29 clients across• Different Verticals • Approx. 716 key phrases.

1 2 3 4 6 7 8 1012141719212231384143535456700.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

Image CTR

Position

CTR

Actionables@theukseo

What about Query Length?

Query Length@theukseo

1 2 3 4 50.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Query Length

1234

Position

CTR

%

The Longer the keyword the

less important to rank no.1

Actionables@theukseo

Forecasting SEO

Paid V’s Organic@theukseo

Organic v’s Paid

65% Organic

Average CTR for position

10-4 – 5%

Adwords Search

Volume – Exact

Match

30% additional visits from Long tail

terms

Predicted Visits

The Prediction@theukseo

173 Key Phrases

All Ranked top 10 of Google.

visits:

Actual Visits: 14,558

The Results@theukseo

Example:

1. Exact Search Volume = 457,653

2. Multiply by 65% to account for Paid v’s Organic Ratio

3. Multiply by 5% for Organic CTR

4. Add additional 30% for Long tail Variations

5. Predicted Visits = 15,4695%

Difference

Conversion Rate@theukseo

1 2 3 4 5 60.00%0.50%1.00%1.50%2.00%2.50%3.00%3.50%4.00%4.50%5.00%

0

50000

100000

150000

200000

250000

300000

350000

400000

Long tail CVR %

Sum of visitsAverage of CVR %

Length of Keyword

Conv

ersi

on R

ate

No.

of V

isit

s

• 180 clients across• Different Verticals • 19,000 key phrases.

Average Conversion Rate.2.9%

Takeaway@theukseo

Predicted Visits

X Conversion

Rate

Predicted Sales /

Enquiries

15,000 2.9% 435

Thank You

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@theukseo