My Presentation from SMX West 2012 on CTR for 2012 and Google webmaster tools

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

6. @theukseo
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!

9. @theukseo
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

19. @theukseo
Actionables
What about Query Length?

20. @theukseo
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