Optify Organic Click Through Rate Webinar Slides

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Optify Organic Click Through Rate Webinar Slides

  1. 1. From  Click-­‐Through-­‐Rate  to   Conversion  Rate:     Conversion  Tac8cs  for  SEO  and  SEM   Thursday,  August  11,  2011     Speakers:     Tim  Ash,  SiteTuners,     Erez  Barak,  Op8fy  ©2011 Third Door Media, Inc.
  2. 2. 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.   ©2011 Third Door Media, Inc.
  3. 3. 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      ©2011 Third Door Media, Inc.
  4. 4. Organic  Click  Through  Rate  (CTR)  -­‐  Defini8on   »  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”    ©2011 Third Door Media, Inc.
  5. 5. 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.  ©2011 Third Door Media, Inc.
  6. 6. 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?    ©2011 Third Door Media, Inc.
  7. 7. 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)  ©2011 Third Door Media, Inc.
  8. 8. Organic  Click  Through  Rate  (CTR)  –  Results   »  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.  ©2011 Third Door Media, Inc.
  9. 9. How  does  CTR  relate  to  CPC?   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”   »  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  ©2011 Third Door Media, Inc.
  10. 10. 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.  ©2011 Third Door Media, Inc.
  11. 11. How  does  CTR  relate  to  keyword  popularity?   Long  Tail   Head   Monthly  Searches   <  100     >  1,000   Examples   “superhero  giFs”     “xmas  giFs”   “nissan  car  review”   “audi  a5”   “golf  gear  review”   “bmx”   »  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  ©2011 Third Door Media, Inc.
  12. 12. 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.  ©2011 Third Door Media, Inc.
  13. 13. 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.  ©2011 Third Door Media, Inc.
  14. 14. What  do  I  need  to  track  in  Real  Time  ?   »  SEO  Indicators   »  Keyword  Ranks   »  Rank  Trends  over  ;me   »  Ranking  in  mul;ple   engines  ©2011 Third Door Media, Inc.
  15. 15. What  do  I  need  to  track  in  Real  Time?     »  Business  Indicators   »  Pageviews   »  Visitors   »  Conversion   »  Revenue  ©2011 Third Door Media, Inc.
  16. 16. 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.   ©2011 Third Door Media, Inc.
  17. 17. Hassle & CostNeed & Value
  18. 18. Before
  19. 19. After+ 17% Copyright © 2011, SiteTuners.com - All Rights Reserved.
  20. 20. Before
  21. 21. After+ 51%+ $48,000,000 Copyright © 2011, SiteTuners.com - All Rights Reserved.
  22. 22. + 40%
  23. 23. + 58%
  24. 24. Contact  Informa8on   tim@sitetuners.com (619) 990-9062 mobile (619) 223-8020 work PST twitter @tim_ash www.linkedin.com/in/timash facebook.com/tim.ash1 skype tim_ash1©2011 Third Door Media, Inc.
  25. 25. 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     Follow  Us  on:            TwiPer                Facebook              LinkedIn            RSS  ©2011 Third Door Media, Inc.

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