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One Click Curve to Rule them all

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A study from NetBooster into how click through rates (CTR) in natural search are changing in 2014

Published in: Data & Analytics
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One Click Curve to Rule them all

  1. 1. One Click Curve to Rule them all September 2014 | Gary Moyle, Head of SEO UK
  2. 2. @NetBoosterUK @GaryMoyle NB
  3. 3. The story so far… @NetBoosterUK @GaryMoyle NB
  4. 4. The story so far… @NetBoosterUK @GaryMoyle NB
  5. 5. The story so far… @NetBoosterUK @GaryMoyle NB
  6. 6. Why should you care about this study? This study features the largest GWT dataset to date… 1.2M KEYWORDS 65M CLICKS 54 BRANDS 311M IMPRESSIONS @NetBoosterUK @GaryMoyle NB
  7. 7. That’s a LOT of data! @NetBoosterUK @GaryMoyle NB
  8. 8. A Daunting Challenge Certainty of death. Small chance of success. What are we waiting for? @NetBoosterUK @GaryMoyle NB
  9. 9. Our Methodology Acquisition  GWT  Custom Scripts  Filtering Processing  Omniscope  Data Cleaning  Filtering  Aggregation @NetBoosterUK @GaryMoyle NB
  10. 10. How has search evolved since 2011? Average Position NetBooster (2014) Catalyst (2013) Slingshot (2011) Smoother transition into the lower positions (Normalised Data) @NetBoosterUK @GaryMoyle NB
  11. 11. A New Click Curve To Rule Them All We need to start thinking beyond the top 10! Average Position @NetBoosterUK @GaryMoyle NB
  12. 12. A New Click Curve To Rule Them All 1-10 Average Position @NetBoosterUK @GaryMoyle NB
  13. 13. A New Click Curve To Rule Them All 11-20 Average Position @NetBoosterUK @GaryMoyle NB
  14. 14. A New Click Curve To Rule Them All 21-30 Average Position @NetBoosterUK @GaryMoyle NB
  15. 15. How does brand influence the curve? Average Position Large Brand Medium Brand Small Brand Know where and when to fight your battles @NetBoosterUK @GaryMoyle NB
  16. 16. Impact of Query Length on CTR 1 word query 2 word query 3 word query 4 word query authority plays a big role for 1 word queries Average Position Brand @NetBoosterUK @GaryMoyle NB
  17. 17. How can you optimise your CTR? Publishers have a number of options when it comes to optimising CTR  Page titles @NetBoosterUK @GaryMoyle NB
  18. 18. How can you optimise your CTR? Publishers have a number of options when it comes to optimising CTR  Meta Descriptions @NetBoosterUK @GaryMoyle NB
  19. 19. How can you optimise your CTR? Publishers have a number of options when it comes to optimising CTR  URL @NetBoosterUK @GaryMoyle NB
  20. 20. How can you optimise your CTR? Publishers have a number of options when it comes to optimising CTR  Rich Snippets @NetBoosterUK @GaryMoyle NB
  21. 21. How can you use this data? Accurate CTR can offer practical business uses Benchmarking Forecasting Opportunities CTR @NetBoosterUK @GaryMoyle NB
  22. 22. Benchmarking Your Performance Is your CTR underperforming? To contextualise your own website, extract one month of data, calculate the total number of impressions from your branded queries and see where you fit within the following bands: Small = < 28.5k 28.5 – 285k 285k + Large Medium Small @NetBoosterUK @GaryMoyle NB
  23. 23. This is only the first step in a long journey…  Segmenting search queries by intent  Understanding CTR by industry or niche  Monitoring the effect of new knowledge graph formats  Organic Participation  Evolving search behaviour @NetBoosterUK @GaryMoyle NB
  24. 24. A final note Search behaviour is evolving @NetBoosterUK @GaryMoyle NB
  25. 25. A final note We need to think beyond the top 10! @NetBoosterUK @GaryMoyle NB
  26. 26. A final note We need to maximise the traffic created from existing rankings and not just think about position @NetBoosterUK @GaryMoyle NB
  27. 27. A final note Understanding how we all interact with new forms of search results will be a crucial part of measuring and creating success! @NetBoosterUK @GaryMoyle NB
  28. 28. Thanks for your attention www.netbooster.com

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