4. January February March April May June July August September October November December January
4
5. January February March April May June July August September October November December January
5
6. January February March April May June July August September October November December January
6
7. January February March April May June July August September October November December January
7
8. January February March April May June July August September October November December January
8
9. January February March April May June July August September October November December January
Rankings are critical during these time periods 9
10. January February March April May June July August September October November December January
10
11. Which KWs drove traffic and
conversions during peak, and more
importantly – where did they rank?
January February March April May June July August September October November December January
11
13. * Data set looking at 11/1/11 – 12/25/11
Rank
1
1
1
1
1
3
2
2
1
1
7
3
1
1
15
7
8
1
13
14. * Data set looking at 11/1/11 – 12/25/11
Rank
1
1
1
1
1
3
2
2
1
1
7
3
1
1
15
7
8
1
14
15. Caveats!
• CTR NOT guaranteed to be accurate (based
on Slingshot SEO study)
• Conversion rate will likely go down as
ranking improves (example uses an
estimate of -30%)
• Products and other universal search
elements could impact CTR significantly
• Trends may shift – need to be aware of
industry movement
15