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Do CTR's Really Affect Organic Rankings?

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The hottest opinion topic in SEO! The old age argurment.. So does the amount of clicks from search results affect your rankings? Find out here!

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Do CTR's Really Affect Organic Rankings?

  1. 1. 1 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. Do CTR’s Really Affect Organic Rankings? @SAMTHOMASSEO https://uk.linkedin.com/ in/sam-thomas-seo Sam Thomas
  2. 2. 2 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. What Have Previous Tests Told Us? My Test The Results Too Summarise What It Means For Your Clients The End! The Agenda. Why I Did This Test
  3. 3. 3 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. About Me. • SEO’er for around 5 years. • Currently Head of Organic Media at Climb Online. • Specialise in Technical / Onsite SEO. • Worked With Clients in a Range of Industries. • Working with Budgets from £250 - £10’000 per month. • Those of you who follow me on Twitter will know I tweet more about delayed trains than SEO..
  4. 4. 4 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. Why I Did This Test. • It has been on my agenda for a few years. • Other similar tests. • How it works in a common SEO environment. • Could it provide a new value for clients? • Is it a viable part of an SEO strategy? • How much resource would it take?
  5. 5. 5 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. Previous Tests / Reports • Moz – May 2014 • Search Engine Land – August 2015 • Moz - April 2016 • Forums Google – Every Month, Every Year
  6. 6. 6 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. Moz – May 2014 • Rand Blog – Search Term – IMEC Lab • Position 7 6:03pm • A tweet asking people to click – around 200 clicks. • Position 1 9.01pm • Evidence suggests clicks increase rankings.
  7. 7. 7 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. SEJ – August 2015 • Bartosz Góralewicz – Search Term – Negative SEO • Position 2. • Bot traffic with engagement of 2-4 minutes including clicking on internal links. • Stayed at Position 2. • Two Months Later – Ranking started to drop.
  8. 8. 8 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. Moz – April 2016 • Larry Kim Blog – Rank Brain • If You Beat the Expected CTR – You Rank Higher • If CTR is Lower than Expected – You Rank Lower. • Want to Move up a Position? Increase CTR by 3%. • Evidence suggests Rank Brain takes into account CTR and can increase rankings.
  9. 9. 9 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. Wordstream CTR Averages
  10. 10. 10 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. So.. Does it?
  11. 11. 11 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. My Test • Keyword: FREE SEO AUDIT. • Bot Traffic With Engagement. • Initial Ranking: 29 • Real World Environment – Minus Backlinks. • We Also Shared This on Social Media.
  12. 12. 12 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. Round 1! • Traffic: 150 visits. • Time on site: 1 minute + • Internal Clicks: 2 pages • Bot Instructions: Go to Google.co.uk -> Search for “Free SEO Audit” -> Search through top 5 pages -> find http://climb- online.co.uk -> click result -> stay on page for 30 seconds -> click an internal link -> stay on page for 40 seconds. Position 29 Position 23
  13. 13. 13 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. Round 2! Position 25 Position 19 • Traffic: 250 visits. • Time on site: 1 minute 30 seconds. • Internal Clicks: 2 pages • Bot Instructions: Go to Google.co.uk -> Search for “Free SEO Audit” -> Search through top 5 pages -> find http://climb- online.co.uk -> click result -> stay on page for 50 seconds -> click an internal link -> stay on page for 40 seconds.
  14. 14. 14 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. Round 3! Position 19 Position 12 • Traffic: 750 visits. • Time on site: 1 minute 15 seconds. • Internal Clicks: 3 pages • Bot Instructions: Go to Google.co.uk -> Search for “Free SEO Audit” -> Search through top 5 pages -> find http://climb- online.co.uk -> click result -> stay on page for 30 seconds -> click an internal link -> stay on page for 25 seconds -> click an internal link -> stay on page for 20 seconds.
  15. 15. 15 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. SURPRISE TEST! Position 11 Position 1 • John Bull appears on Dragons Den last Sunday • Showcases a tablet stand called Plinth • Pocket Design Stand – Very Simple • Notes in pitch about rankings at the top of page 2 / bottom of page 1 • I check on Sunday night to see if claim is true • By Monday the website is position 1 for search term “Tablet Stand”
  16. 16. 16 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. The Answers. • Is it sustainable? • Is it a viable part of a strategy? • Does increasing CTR actually increase rankings? • Should you use a bot to do it? • How can it become a natural part of an SEO campaign?
  17. 17. 17 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. How Can You Apply It?
  18. 18. 18 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. Naturally Increasing CTR • Where you rank is one thing; getting people to click is another. • Page Titles & Meta Descriptions are EVERYTHING. • Good: • Bad:
  19. 19. 19 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. What Makes an Engaging Result? • All Text Displays in Full. • Snappy and to the point – relates directly to the search intent. • Where Appropriate – Use Emotive Words. • Features a competitive call to action. • Eases an issue for the searcher.
  20. 20. 20 www.climb-online.co.uk © 2015 Climb Online Limited. All Rights Reserved. 20 Don’t Forget to Tweet! Thank you @SAMTHOMASSEO https://uk.linkedin.com/ in/sam-thomas-seo

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