Search marketing is an intense competitive environment. This document analyzes data from millions of search engine results pages to provide insights. It finds that over half of SERPs contain at least one paid ad, with 85% of listings being organic. The majority of clicks for paid listings are on the top position, despite most paid ads appearing on the right side of SERPs. Being ranked first, regardless of position, is also important, with 59% of paid clicks going to the top organic result. Understanding real consumer search behavior through data can help marketers improve search marketing effectiveness and competitiveness.
SEMrush is a powerful and versatile competitive intelligence suite for online marketing, from SEO and PPC to social media and video advertising researc.
SEMrush is recognized as the best SEO suite according to US Search Awards 2019, MENA Search Awards 2019 and SEMY Awards 2019. It is also the best digital tool according to Interactive Marketing Awards 2019.
Marketers face new challenges every day.
SEMrush was initially designed to solve internal
marketing needs — that’s why we know these
challenges inside and out. Discover how our
products can help you handle the main SEO,
PPC, Content, PR, and Social Media problems
and clear time for more creative tasks.
Beat The Competition With The Right Intelligence ToolsAffiliate Summit
This presentation is from Affiliate Summit West 2015 (January 18-20, 2015 in Las Vegas, NV). Session description: Learn how merchants can provide affiliates with the same competitive intelligence that top marketers deploy on paid/organic search & display ads, plus the impact of PLA’s on affiliate page rank.
SEMrush is a powerful and versatile competitive intelligence suite for online marketing, from SEO and PPC to social media and video advertising researc.
SEMrush is recognized as the best SEO suite according to US Search Awards 2019, MENA Search Awards 2019 and SEMY Awards 2019. It is also the best digital tool according to Interactive Marketing Awards 2019.
Marketers face new challenges every day.
SEMrush was initially designed to solve internal
marketing needs — that’s why we know these
challenges inside and out. Discover how our
products can help you handle the main SEO,
PPC, Content, PR, and Social Media problems
and clear time for more creative tasks.
Beat The Competition With The Right Intelligence ToolsAffiliate Summit
This presentation is from Affiliate Summit West 2015 (January 18-20, 2015 in Las Vegas, NV). Session description: Learn how merchants can provide affiliates with the same competitive intelligence that top marketers deploy on paid/organic search & display ads, plus the impact of PLA’s on affiliate page rank.
Lesson 2: Pay-Per-Click Vs Natural Resultsglaringfacts
This was the second presentation I made at FlyingTeachers, describing why they should focus on obtaining natural results ranking rather than paying Google for its ad space.
Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). It allows marketers to be more efficient at their jobs and minimize wasted Web marketing dollars.
Brand Battle: Brandify 24 Hour vs LA FitnessBrandify
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Beyond Cross-Device: Latest innovations in cross-device, micro-segmentatio...Jonatan Zinger
- How can you track and target your customers across devices through identity based technologies?
- Micro-Segment analysis and targeting: How to analyse your website's audience, mobile app users,
offline store customers, etc.
- Online-Offline tracking and targeting: Getting insights on how online advertising is influencing offline
in-store purchases and vice-versa.
Multi channel attribution moving beyond last clickAbhishek Dubey
Multi Channel Attribution - Moving beyond last click, understanding buyer's journey, understanding traffic channels and their roles in buyer's journey, channel pathing analysis and attribution modeling, data driven attribution modeling.
This close Brand Battle between two competing national drug stores proves that a hyperlocal marketing is essential to improving your engagement strategy to your customers.
Capabilities of 'Comprehensive Analysis (newage.)newage.
In this presentation, we describe our own methodology of 'Comprehensive Analysis' of digital media campaigns. This approach to ad campaigns analysis helps our clients to uncover the real ROI of their ad placements, creatives and audiences. Our in-depth analysis helps to get clarity into what is really working and what is not. In this slide deck, we also walk you through some real-life examples of how 'Comprehensive Analysis' worked for the benefit of our clients.
9 Bing Ads Hacks to Hone Your Competitive Edge with Eric Couch!semrush_webinars
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In this webinar, you’ll learn the following competitive hacks:
Free and paid tools you can use to understand and dominate your competitive landscape.
Why feature adoption keeps you ahead of the curve.
How utilizing Bing Ads puts you one step ahead of your competition.
Why your competitor’s strategy is hiding in plain sight on the SERP, and how you can find it.
To actualize these competitive hacks ASAP, attendees of this webinar will have access to FREE $100 dollar Bing ads coupons if they are a new user. Additionally, users who want to maximize the effectiveness of their PPC strategy will be granted access to a FREE 30 Day Trial of SEMrush Guru.
Any digital marketing strategy is incomplete without an effective competitor analysis. Many digital marketers do competitor analysis before getting into the ebbs and flows of digital marketing.
Lesson 2: Pay-Per-Click Vs Natural Resultsglaringfacts
This was the second presentation I made at FlyingTeachers, describing why they should focus on obtaining natural results ranking rather than paying Google for its ad space.
Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). It allows marketers to be more efficient at their jobs and minimize wasted Web marketing dollars.
Brand Battle: Brandify 24 Hour vs LA FitnessBrandify
Mastering #Fitness marketing is no joke for @24HourFitness and @LAFitness ...but who is dominating in #localmarketing? Read this #BrandBattle to find out! via @Brandify @StreetFightMag
Beyond Cross-Device: Latest innovations in cross-device, micro-segmentatio...Jonatan Zinger
- How can you track and target your customers across devices through identity based technologies?
- Micro-Segment analysis and targeting: How to analyse your website's audience, mobile app users,
offline store customers, etc.
- Online-Offline tracking and targeting: Getting insights on how online advertising is influencing offline
in-store purchases and vice-versa.
Multi channel attribution moving beyond last clickAbhishek Dubey
Multi Channel Attribution - Moving beyond last click, understanding buyer's journey, understanding traffic channels and their roles in buyer's journey, channel pathing analysis and attribution modeling, data driven attribution modeling.
This close Brand Battle between two competing national drug stores proves that a hyperlocal marketing is essential to improving your engagement strategy to your customers.
Capabilities of 'Comprehensive Analysis (newage.)newage.
In this presentation, we describe our own methodology of 'Comprehensive Analysis' of digital media campaigns. This approach to ad campaigns analysis helps our clients to uncover the real ROI of their ad placements, creatives and audiences. Our in-depth analysis helps to get clarity into what is really working and what is not. In this slide deck, we also walk you through some real-life examples of how 'Comprehensive Analysis' worked for the benefit of our clients.
9 Bing Ads Hacks to Hone Your Competitive Edge with Eric Couch!semrush_webinars
In digital marketing, competition is everything. And knowing your competition- what they’re doing, how they think, what they’re doing right, and what they’re missing- can give you an incredible advantage. Competitive espionage doesn’t always require you to play cloak-and-dagger spy games… sometimes, it just requires Excel, a useful tool or two, and a helping hand.
In this webinar, you’ll learn the following competitive hacks:
Free and paid tools you can use to understand and dominate your competitive landscape.
Why feature adoption keeps you ahead of the curve.
How utilizing Bing Ads puts you one step ahead of your competition.
Why your competitor’s strategy is hiding in plain sight on the SERP, and how you can find it.
To actualize these competitive hacks ASAP, attendees of this webinar will have access to FREE $100 dollar Bing ads coupons if they are a new user. Additionally, users who want to maximize the effectiveness of their PPC strategy will be granted access to a FREE 30 Day Trial of SEMrush Guru.
Any digital marketing strategy is incomplete without an effective competitor analysis. Many digital marketers do competitor analysis before getting into the ebbs and flows of digital marketing.
My attempt at explaining SEO to the non-SEOs. This was created for friends and family, and I hope to build from this in the future.
See Notes tab for more info
To gain an edge over your competitors, conducting paid search competitor analysis is essential. Explore how to perform paid search competitor research with the help of PPC competitor analysis tools.
Lê Trường An – Dịch giả – Tác giả – Marketer – chuyên thực hiện các dự án SEO, Social Media, Dịch thuật và xuất bản nội dung. Ngoài ra, Lê Trường An liên tục cập nhật nội dung blog với các chủ đề SEO, Marketing và nhiều hơn nữa…
---
Content Creator Lê Trường An
Chuyên viên Marketing – Tác giả - Dịch giả tại letruongan.com
Chuyên viên Marketing tại BrainCoach
Chuyên viên Content Marketing tại FoogleSEO
Dịch vụ Marketing – SEO – Content Marketing
Top 10 SEO Competitor Research Tools You Must Try (1).pdfGrowth Natives
Discover the key to SEO success by unraveling the strategies of your competitors with this in-depth article. Learn why competitor research is crucial for digital marketers and how it can define the success or failure of your SEO tactics. Explore the insights from a survey revealing that 70% of large enterprises believe their previous campaigns would have been more effective with competitor research.
Delve into the article to understand the significance of competitor analysis tools and techniques in developing a strategic marketing plan. Get acquainted with the top 10 SEO competitor analysis tools, including Ubersuggest, SEMrush, Alexa, Ahrefs, Moz, SimilarWeb, BuzzSumo, iSpionage, SpyFu, and Monitor Backlinks. Each tool is dissected, providing a detailed overview of its features, benefits, and pricing.
Discover how Ubersuggest allows marketers to analyze backlinks, target keywords, and scrutinize competitor information. Explore SEMrush's capabilities in turning competitor data into actionable insights for improved SEO and content strategy. Learn how Alexa helps in personalization and optimization by tracking global website traffic. Dive into the quality backlink data provided by Ahrefs, enabling users to understand industry best practices and competitor weaknesses.
Uncover the research capabilities of Moz, offering insights into keywords, spam scores, backlinks, and traffic analysis. Explore SimilarWeb's role in competitor traffic analysis and its flexible approach to delivering accurate information. Understand BuzzSumo's focus on social media networks and its ability to determine prevailing content themes. Delve into iSpionage's specialization in AdWords campaigns and keyword competitor research.
Learn about SpyFu's robust features for both organic and AdWords search, providing comprehensive insights into competitors' strategies. Explore how Monitor Backlinks aids in backlink research, helping users develop effective link-building strategies. The article also introduces a bonus tool, SEO PowerSuite, offering multifunctional capabilities for comprehensive competitor intelligence.
What do you know about search engine marketing (SEO)jishavijayan70
Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising.
Enhance your digital marketing skills with our top-rated SEM course in Hyderabad. Our curriculum offers comprehensive training on Search Engine Marketing (SEM), including pay-per-click concepts, AdWords, and keyword usage. Become an expert in SEM and dominate the digital marketing world.
Elevate your digital marketing skills with the best Search Engine Marketing (SEM) training institute in Hyderabad. Unlock the power of paid advertising and propel your career in the world of online marketing. Join us today for expert SEM training.
What is Paid Search Advertising?
Paid search advertising with Google Ads is among the most effective channels in modern marketing. However, you can only reap the rewards when you understand what you are doing.
How SEO & PPC Work Together To Drive More Traffic To Your WebsiteBoostability
Do you know how to combine your efforts in SEO as well as PPC to generate leads, build your online presence, and attract more customers? Learn how to create the perfect balance between these two methods in order to achieve both immediate results and longterm impact.
Similar to Compete - Research Seeing Between Search and Clicks (20)
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https://arxiv.org/abs/2306.08302
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Compete - Research Seeing Between Search and Clicks
1. Seeing Between the
Lines…oftheSearch
and the Click
What you will gain from this report
Search marketing is an intense and competitive
battlefield, and for those of us in the trenches it can
feel like being dropped in an unknown location
without a map or GPS to guide us.
To date, the ability to track actual consumer behavior
from a search to a click has been virtually non-existent.
Because search engine results pages (SERPs) are
different for every consumer based on past search
behavior, location and social connections, capturing
competitive intelligence is increasingly difficult. For
search marketers, this means little to no visibility into
what is happening on the SERP such as who is listed
first or what words were used to perform the search.
Using Compete Search Engine Results Page Analyzer
(SERPA) data, this report provides insight into the
potential impact of increasing search marketing ROI
by analyzing real, consumer engagement by exploring
paid vs organic listings, illustrating the importance
of position on the page, and understanding the
importance of ranking first.
2. 1
The basics…
Search marketers have two approaches they can
take in order to help drive traffic to their site: (1)
optimize their site for search through a combination
of relevant content, tags, and links to and from their
site to leading sites in the industry (Search Engine
Optimization, or SEO), and (2) pay for ads on
search engines by bidding on search terms
(Search Engine Marketing, or SEM).
One downside of SEO is that your site is at the
mercy of search engines to define how relevant
your site is to a particular search term as defined
by a ‘quality score’. Your quality score could be
made better or worse based on the variables
the search engine is using in its algorithm, and
unfortunately, marketers have limited control over
where their site appears in the results.
Through SEM, search marketers manage a portfolio
of terms, both branded and non-branded, in order
to help drive leads through search. Because most
bidding is blind, marketers have little visibility into
who their competitors are and how they stack up.
The traditional approaches to measuring your
brand’s search marketing effectiveness has been
through collecting information about the referrals to
your site through internal tools, and if one wanted
secondary research, to purchase data collected
through ‘spidering’.
Spidering attempts to mimic real search activity by
having a computer scrape the text of SERPs based on
a pre-loaded list of search terms. The shortcomings
with this approach are that it is limited to the quality of
the inputs (i.e., search terms) that were pre-populated
into the computer by the programmer and does not
reflect actual search behavior performed by the
internet browsing population.
Compete’s approach to understanding consumer
behavior in the search space leverages the actual
search behavior of its panel of consumers in order
to capture the full breadth of terms people use
when searching. This report answers questions
such as:
• What share of SERPs have ads?
• What share of listings are organic?
• Where do the majority of people click on the SERP?
3. SERPs with no adsSERPs with at least 1 ad
55%
45%
2
More than half of all SERPs have at least one ad
Compete analyzed 10s of millions of search engine
results pages generated by actual consumers in
our U.S. panel in Q4 2011. We found that more
than half of all search engine result pages contained
at least one paid ad somewhere on the SERP.
The takeaway is that most searches performed by
people online are an opportunity for you or a
competing brand to influence consumer behavior.
Search is a highly competitive market and if your
brand is not aware of its standing in the market,
you may be missing out on thousands of potential
new customers to the competition.
Share of SERPsWith andWithoutAds
4. 85%organic
15%paid
15%
6%
9%
4%5
4
3
2
1
Share of Listings by Type Share of Organic Clicks by Rank
53%first link
33
Organic is a fiercely competitive place to play
Looking at all of the listings displayed with the 10s
of millions of SERPs generated by Compete’s panel
we found the overwhelming majority of listings are
organic (85%). The remaining 15% constituted
paid listings. If your brand is competing within
organic listings alone, you are going to be in fierce
competition with the competing firms, publishers,
blogs, and the long tail of web content. Since the
vast majority of listings on a SERP are organic,
and the majority of clicks are on the first listing,
it’s imperative that brands strategy including
constantly monitoring results due to the ongoing
evolution of search engine algorithms.
A good organic search strategy should:
• involve good on-page SEO so search engines
can find you
• include a blog that is updated often with insights
pertinent to your industry (in order to increase
inbound links and the number of pages crawled
by search engines)
• utilize site links and micro-sites to win more
real estate on SERPs
A better strategy will use paid to complement
organic to ensure coverage on the SERP and
to improve opportunities for clicks.
Share of ListingTypes and Share of Clicks
5. 24%
15%
61%right
top
Where Advertisers Appear Where Consumers Click
Share of paid listings Share of paid clicks
bottom
85%
2%
13%right
top
bottom
4
When it comes to paid...you want to be on top
How important is paid position (either Top, Right,
or Bottom) for capturing clicks? The right hand side
of the SERP is where the majority of paid listings
are served (61%) versus approximately 1 in 4 paid
listings on the top of the page. However, despite the
right side owning the majority of paid listings, it is
the top of the page that wins on clicks.
The overwhelming majority of paid clicks occur
on top paid listings (85%) versus only 13% of
paid clicks occurring on the right hand side.
The majority of marketers are conceding the top
spot through less aggressive bidding and ad
relevancy, but should be aware they are losing out
on the most valuable SERP position (5x more clicks
than the right and bottom combined).
Distribution of Paid Listings vs Paid Clicks
6. 15%
9%
4%
3%
2%
1%
1%
1%
59%first link
Distribution of Paid Clicks by Position and Rank
Top
Right
Bottom
1
2
3
1
2
1
2
3
4
Position and Rank Click Distribution
55
Being first matters too
While being in the top position is vital for receiving
clicks, it’s also important to be ranked first regardless
of position on the page. Of all paid clicks, 59% occur
on the first listing on the top of the page while only
15% are on the second listing on the top. While it’s
better to appear first on the right (4% of all paid clicks)
versus second on the right (3%), the third listing in the
top position is better than any on the right (9%).
7. 6
Looking ahead
There is a strategic battle going on in SERPs and every decision has a dramatic impact on results. Most, if not
all, search marketing efforts need to prove a ROI as there is a very definite spend, whether it is SEO or SEM.
Compete’s new Search Engine Page Results Analyzer (SERPA) allows an advertiser to better understand who
they are competing against and gives them a better idea of what their potential ROI would be on upping their
bids. This allows search marketers to come to the table with better competitive information and in turn make
better decisions and tactical changes to their search strategies on an ongoing basis. You don’t have to wonder
whether your competitor is outperforming you, you’ll know. By capturing millions of individual search listings
per day including natural and paid listings across the major search engines to accurately represent consumer
search behavior, SERPA can help answer questions like:
Competitive Intelligence:
• Measure which advertisers own the greatest amount of SERP real estate
• Understand which keywords your competitors are focused on
• Understand whether your competitor is strong in SEM, SEO, or both
• Compare ad copies to see what differentiates your campaigns from others and the results competitors
are getting from their campaigns
• Quantify the impact to your organization when you are not running a paid campaign or do not serve
a paid ad on a keyword set and your competitors are
Benchmark Performance:
• View paid and natural performance and gain insight into the effectiveness of SEM and SEO
• Analyze share of click-throughs across all SERP pages
• Understand how % of SERP listings and # of listings affect clickthrough rate (CTR)
• Benchmark your CTR vs. competitors
• Contrast performance on Google vs. other search engines
• Evaluate consumer engagement
Trend Performance:
• Ability to see how performance across key search performance indicators trends through seasonal high and
low points, as well as what competitors may be doing to improve performance through troughs and capitalize
on peaks in search activity
8. 7
About Kantar Media Compete
Kantar Media Compete is passionate about understanding consumers to inspire great marketing. Kantar
Media Compete helps the world’s top brands improve their marketing based on the online behavior of millions
of consumers. Leading advertisers, agencies and publishers rely on Kantar Media Compete’s products and
services to create engaging online experiences and highly profitable advertising campaigns. Kantar Media
Compete’s online panel-the largest in the industry-makes the web as ingrained in marketing as it is in people’s
lives. Kantar Media Compete is located in Boston, MA, with offices across the US, UK and France. For more
information, please visit http://www.compete.com/.
Learn more
For more information about Compete’s role in advancing the online marketing effectiveness
in online services, please contact:
Ranjan (RJ) Butaney
Senior Director of Business Development,
Agency Publisher Solutions
rbutaney@compete.com
617.933.5620
Matt Redmond
Client Services Director, Agency Publisher Solutions
mredmond@compete.com
617.933.5675
David Weigner-Lodahl
Senior Associate, Agency Publisher Solutions
dweigner@compete.com
617.933.5750
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