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!

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
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
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
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
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
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
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
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
www.climb-online.co.uk
© 2015 Climb Online Limited. All Rights Reserved.
Wordstream CTR Averages

10
www.climb-online.co.uk
© 2015 Climb Online Limited. All Rights Reserved.
So.. Does it?

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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
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
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
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
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
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
www.climb-online.co.uk
© 2015 Climb Online Limited. All Rights Reserved.
How Can You Apply It?

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
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
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

Think back to the last time you applied for a job. It doesn’t matter if you work in-house or agency side – it’s likely that there was a line in your job spec that read “a good understanding of best practice”. But when you turned up on your first day at work, knowing the best thing to do in every situation that might arise I doubt you were surprised to find out that the best thing to do couldn’t be done. The website wasn’t built that way. The client won’t sign that off. That’ll never get past legal. So you need to come up with the second best thing to do. That’s not part of best practice. Opinions come to a head and nothing gets done because businesses are mistaken in their opinion that doing nothing is fine if the best thing can’t be done. But best practice is a misnomer anyway. When we say best practice what we really mean is standard practice. If all you ever implement is standard practice that’s all you’ll be. Standard. If you can’t even reach standard your business deserves to fail. Where does best practice even come from though? People treat it as if it’s some kind of bible handed down from the gatekeepers – the guys who can shut off your revenue. Best practice is actually more like Wikipedia than a bible. It’s populated by everyone who works in the industry and most of it is factually incorrect. You should get 0 points for referencing it. The only things in there that actually do come from the channel owners are loaded with bias. Contributions from experts are self-serving and so many pat each other and themselves on the back that received wisdom becomes perceived fact. But if neither are reliable – and if what everyone is doing is the same thing – isn’t there a chance that doing something, anything different could drive better results than best practice? I would always overrule an expert if the data says otherwise. If we know our customers want X and the channel owners want Y, we should spend our time getting X to work with Y and not the other way around. Staff are fearful that deliberately setting out to do something that isn’t best practice will result in an automatic dismissal. I’m not saying it won’t. As a result, people will wait months or years for best practice to be implemented because it’s safe. The channel owners told us to do it. The experts concurred. Businesses spend a lot of money and a lot of time being average because nobody gets sacked for being average. After all – it’s in the job description.

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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 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 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 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 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 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 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.

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 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 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 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 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 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?

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 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.

Do CTR's Really Affect Organic Rankings?

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