This document discusses trends in search engine results pages (SERPs) and click-through rates (CTRs) over time from 2010 to 2012 based on analysis of client data. It shows that organic CTRs decreased across most positions during this period. Query length, image results, and the rise of mobile and long-tail keywords are also examined. The document also demonstrates how SEO performance data can be used to forecast visits, conversion rates, and sales for clients.

1. Making Data From Google
Webmaster Tools Actionable

2. @theukseo
Neil Walker

3. @theukseo
SERPs 2010
Remember this?

4. @theukseo
SERPs 2010

5. @theukseo
GWT 2010
April 2010 – GWT released Impressions, Clicks and CTR

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SERPs 2010
A Big Excel Sheet

7. @theukseo
CTR 2010
Organic CTR 2010
50.00%
45.00% • 100 clients across
40.00% • Different Verticals
35.00%
• Approx. 1500 key phrases.
30.00%
CTR %
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
1 2 3 4 5 6 7 8 9 10
SERP Position

8. @theukseo
SERPs 2010
Things change!

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SERP Changes
1. More opportunity in local search
2. Paid shopping results show above organic results
3. Local results show up even without adding a location
4. For location-based SERPs, organic results almost disappear
5. Huge site links for brands monopolise branded queries
6. Sidebar menu attracts clicks and competes with the actual results
7. Google +1 counts appear in search results for everybody
8. Google instant search results send people away to partial queries
9. Review Stars appear in SERPS

10. @theukseo
SERP 2012

11. @theukseo
SERPs 2010
Not Again!!
A Big Excel Sheet

12. @theukseo
CTR 2012
Organic CTR 2012
35.00%
• 70 clients across
30.00% • Different Verticals
25.00%
• Approx. 1500 key phrases.
20.00%
CTR %
15.00%
10.00%
5.00%
0.00%
1 2 3 4 5 6 7 8 9 10

13. @theukseo
CTR 2010 v 2012
50.00%
• Exact Same Queries
45.00%
• 57 clients
40.00% • 356 key phrases.
35.00% • Duplicated 2010 - 2012
30.00%
CTR %
25.00%
Sum of 2010 CTR
20.00%
Sum of 2012 CTR
15.00%
10.00%
5.00%
0.00%
1 2 3 4 5 6 7 8 9 10
Position

14. @theukseo
SERP’s 2012
NO! ItsDying?
Is SEO Just Evolving!
• Universal SEO
• More keywords
• Google Plus?
• Local Search
• Google Products
• Reviews
• Google News
• Video

15. @theukseo
What’s Next?
• Web • Smart Phone
• Mobile • Video
• Image

16. @theukseo
Mobile CTR
Mobile CTR v Desktop
40.00%
35.00% • 44 clients across
• Different Verticals
30.00%
• Approx. 1200 key phrases.
25.00%
CTR %
20.00%
Sum of Smart Phone CTR
15.00%
Average of Desktop CTR
10.00%
5.00%
0.00%
1 2 3 4 5 6 7 8 9 10
Position

17. @theukseo
Bit of Fun?
Pin the Tale on
the Donkey?

18. @theukseo
Image CTR
Image CTR
70.00%
• 29 clients across
60.00% • Different Verticals
50.00% • Approx. 716 key phrases.
40.00%
CTR
30.00%
20.00%
10.00%
0.00%
1 2 3 4 6 7 8 10 12 14 17 19 21 22 31 38 41 43 53 54 56 70
Position

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Actionables
What about Query Length?

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Query Length
Query Length
60.00%
50.00%
The Longer the
40.00%
keyword the
less important
CTR %
1
30.00%
2
20.00% 3 to rank no.1
4
10.00%
0.00%
1 2 3 4 5
Position

21. @theukseo
Actionables
Forecasting SEO

22. @theukseo
Paid V’s Organic
Adwords 30%
Organic Average
Search additional
v’s Paid CTR for Predicted
Volume – visits from
65% position Visits
Exact Long tail
Organic 10-4 – 5%
Match terms

23. @theukseo
The Prediction
173 Key Phrases
All Ranked top 10 of
Google.
visits:
Actual Visits: 14,558

24. @theukseo
The Results
Example:
1. Exact Search Volume = 457,653
2. Multiply by 65% to account for Paid v’s Organic Ratio
3. Multiply by 5% for Organic CTR
4. Add additional 30% for Long tail Variations
5. Predicted Visits = 15,469
5%
Difference

25. @theukseo
Conversion Rate
Long tail CVR %
5.00% 400000
4.50% • 180 clients across
350000
4.00% • Different Verticals
300000 • 19,000 key phrases.
Conversion Rate
3.50%
No. of Visits
3.00% 250000
2.50% 200000
2.00% Average Conversion Rate.
150000
1.50% 2.9%
100000
1.00%
0.50% 50000
0.00% 0
Sum of visits
1 2 3 4 5 6
Average of CVR %
Length of Keyword

26. @theukseo
Takeaway
X Predicted
Predicted
Conversion Sales /
Visits
Rate Enquiries
15,000 2.9% 435

27. Thank You
@theukseo
www.justsearch.com
www.justsearch.co.uk
www.getupdated.com
www.justsearch.fr
www.justsearch.it
www.justsearch.ie