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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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
What	
  do	
  I	
  need	
  to	
  track	
  in	
  Real	
  Time?	
  
                                                    	
  
    »  Business	
  Indicators	
  
            »          Pageviews	
  
            »          Visitors	
  
            »          Conversion	
  
            »          Revenue	
  




©2011 Third Door Media, Inc.
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.
Hassle & Cost


Need & Value
Before
After


+ 17%


         Copyright © 2011, SiteTuners.com - All Rights Reserved.
Before
After


+ 51%
+ $48,000,000




                Copyright © 2011, SiteTuners.com - All Rights Reserved.
+ 40%
+ 58%
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.
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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Optify Organic Click Through Rate Webinar Slides

  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. What  do  I  need  to  track  in  Real  Time?     »  Business  Indicators   »  Pageviews   »  Visitors   »  Conversion   »  Revenue   ©2011 Third Door Media, Inc.
  • 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.
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  • 24. After + 17% Copyright © 2011, SiteTuners.com - All Rights Reserved.
  • 26. After + 51% + $48,000,000 Copyright © 2011, SiteTuners.com - All Rights Reserved.
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  • 46. 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.
  • 47. 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.