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Making Data From GoogleWebmaster Tools Actionable
@theukseoNeil Walker
@theukseoSERPs 2010Remember this?
@theukseoSERPs 2010
@theukseoGWT 2010April 2010 – GWT released Impressions, Clicks and CTR
@theukseoSERPs 2010A Big Excel Sheet
@theukseoCTR 2010                         Organic CTR 2010        50.00%        45.00%                                    ...
@theukseoSERPs 2010Things change!
@theukseo SERP Changes1. More opportunity in local search2. Paid shopping results show above organic results3. Local resul...
@theukseoSERP 2012
@theukseoSERPs 2010Not Again!!A Big Excel Sheet
@theukseoCTR 2012                         Organic CTR 2012        35.00%                                                  ...
@theukseoCTR 2010 v 2012        50.00%                                                                •   Exact Same Queri...
@theukseoSERP’s 2012NO! ItsDying?Is SEO Just Evolving!•   Universal SEO•   More keywords•   Google Plus?•   Local Search• ...
@theukseoWhat’s Next?   • Web       • Smart Phone   • Mobile    • Video   • Image
@theukseoMobile CTR                                 Mobile CTR v Desktop        40.00%        35.00%                      ...
@theukseoBit of Fun?Pin the Tale on the Donkey?
@theukseoImage CTR                              Image CTR      70.00%                                                     ...
@theukseoActionablesWhat about Query Length?
@theukseo Query Length                     Query Length        60.00%        50.00%                                       ...
@theukseoActionables   Forecasting SEO
@theukseoPaid V’s Organic                             Adwords        30%      Organic     Average                         ...
@theukseoThe Prediction                 173 Key Phrases             All Ranked top 10 of                   Google.        ...
@theukseo The ResultsExample:1. Exact Search Volume = 457,6532. Multiply by 65% to account for Paid v’s Organic Ratio3. Mu...
@theukseo  Conversion Rate                                             Long tail CVR %                  5.00%             ...
@theukseoTakeaway                     X          Predicted     Predicted                 Conversion      Sales /       Vis...
Thank You                        @theukseowww.justsearch.comwww.justsearch.co.ukwww.getupdated.comwww.justsearch.frwww.jus...
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SMX West 2012 - Google Webmaster Tools

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My Presentation from SMX West 2012 on CTR for 2012 and Google webmaster tools

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  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Please explain in a little more detail the CPA costing
  • Transcript of "SMX West 2012 - Google Webmaster Tools"

    1. 1. Making Data From GoogleWebmaster Tools Actionable
    2. 2. @theukseoNeil Walker
    3. 3. @theukseoSERPs 2010Remember this?
    4. 4. @theukseoSERPs 2010
    5. 5. @theukseoGWT 2010April 2010 – GWT released Impressions, Clicks and CTR
    6. 6. @theukseoSERPs 2010A Big Excel Sheet
    7. 7. @theukseoCTR 2010 Organic CTR 2010 50.00% 45.00% • 100 clients across 40.00% • Different Verticals 35.00% • Approx. 1500 key phrases. 30.00%CTR % 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 1 2 3 4 5 6 7 8 9 10 SERP Position
    8. 8. @theukseoSERPs 2010Things change!
    9. 9. @theukseo SERP Changes1. More opportunity in local search2. Paid shopping results show above organic results3. Local results show up even without adding a location4. For location-based SERPs, organic results almost disappear5. Huge site links for brands monopolise branded queries6. Sidebar menu attracts clicks and competes with the actual results7. Google +1 counts appear in search results for everybody8. Google instant search results send people away to partial queries9. Review Stars appear in SERPS
    10. 10. @theukseoSERP 2012
    11. 11. @theukseoSERPs 2010Not Again!!A Big Excel Sheet
    12. 12. @theukseoCTR 2012 Organic CTR 2012 35.00% • 70 clients across 30.00% • Different Verticals 25.00% • Approx. 1500 key phrases. 20.00%CTR % 15.00% 10.00% 5.00% 0.00% 1 2 3 4 5 6 7 8 9 10
    13. 13. @theukseoCTR 2010 v 2012 50.00% • Exact Same Queries 45.00% • 57 clients 40.00% • 356 key phrases. 35.00% • Duplicated 2010 - 2012 30.00%CTR % 25.00% Sum of 2010 CTR 20.00% Sum of 2012 CTR 15.00% 10.00% 5.00% 0.00% 1 2 3 4 5 6 7 8 9 10 Position
    14. 14. @theukseoSERP’s 2012NO! ItsDying?Is SEO Just Evolving!• Universal SEO• More keywords• Google Plus?• Local Search• Google Products• Reviews• Google News• Video
    15. 15. @theukseoWhat’s Next? • Web • Smart Phone • Mobile • Video • Image
    16. 16. @theukseoMobile CTR Mobile CTR v Desktop 40.00% 35.00% • 44 clients across • Different Verticals 30.00% • Approx. 1200 key phrases. 25.00%CTR % 20.00% Sum of Smart Phone CTR 15.00% Average of Desktop CTR 10.00% 5.00% 0.00% 1 2 3 4 5 6 7 8 9 10 Position
    17. 17. @theukseoBit of Fun?Pin the Tale on the Donkey?
    18. 18. @theukseoImage CTR Image CTR 70.00% • 29 clients across 60.00% • Different Verticals 50.00% • Approx. 716 key phrases. 40.00%CTR 30.00% 20.00% 10.00% 0.00% 1 2 3 4 6 7 8 10 12 14 17 19 21 22 31 38 41 43 53 54 56 70 Position
    19. 19. @theukseoActionablesWhat about Query Length?
    20. 20. @theukseo Query Length Query Length 60.00% 50.00% The Longer the 40.00% keyword the less importantCTR % 1 30.00% 2 20.00% 3 to rank no.1 4 10.00% 0.00% 1 2 3 4 5 Position
    21. 21. @theukseoActionables Forecasting SEO
    22. 22. @theukseoPaid V’s Organic Adwords 30% Organic Average Search additional v’s Paid CTR for Predicted Volume – visits from 65% position Visits Exact Long tail Organic 10-4 – 5% Match terms
    23. 23. @theukseoThe Prediction 173 Key Phrases All Ranked top 10 of Google. visits: Actual Visits: 14,558
    24. 24. @theukseo The ResultsExample:1. Exact Search Volume = 457,6532. Multiply by 65% to account for Paid v’s Organic Ratio3. Multiply by 5% for Organic CTR4. Add additional 30% for Long tail Variations5. Predicted Visits = 15,469 5% Difference
    25. 25. @theukseo Conversion Rate Long tail CVR % 5.00% 400000 4.50% • 180 clients across 350000 4.00% • Different Verticals 300000 • 19,000 key phrases.Conversion Rate 3.50% No. of Visits 3.00% 250000 2.50% 200000 2.00% Average Conversion Rate. 150000 1.50% 2.9% 100000 1.00% 0.50% 50000 0.00% 0 Sum of visits 1 2 3 4 5 6 Average of CVR % Length of Keyword
    26. 26. @theukseoTakeaway X Predicted Predicted Conversion Sales / Visits Rate Enquiries 15,000 2.9% 435
    27. 27. Thank You @theukseowww.justsearch.comwww.justsearch.co.ukwww.getupdated.comwww.justsearch.frwww.justsearch.itwww.justsearch.ie
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