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Your missing 53% for your clients!

by Voasi
16 replies
Hey Offliners...

This report just came out from Compete.com on how much a first page search result is worth, in terms of clicks.

Here's the article: 53% of Organic Search Clicks Go to First Link [Study] - Search Engine Watch (#SEW)

If you're not doing this, this is what I'm going to be doing (and do this already)...

I'm going to be placing this information in my proposals, showing prospects that value of what they're missing out on.

Also, with this data, you can even derive actual dollar amounts for achieving #1 in Google for their primary keywords. All you'd need to do is know the amount of searches (via Google Keyword tool), find out what 50% of those searches are... then figure a 1% conversion rate... and then plugin their product/service cost. Boom. Of course, you could do aggressive and conservative numbers so that you keep in within the ballpark of believability (and expectations if those numbers aren't 100% accurate for your specific search engine results pages).
#53% #clients #missing
  • Profile picture of the author iAmNameLess
    These studies are always varying with results.

    Top Google Result Gets 36.4% of Clicks [Study] - Search Engine Watch (#SEW)

    Top Google Ranking Captures 18.2% of Clicks [Study] - Search Engine Watch (#SEW)

    The stats of paid vs. organic is definitely bogus.... but anyway, like all stats, you can use them to fit your needs! lol.
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    • Profile picture of the author Irish Intuition
      Originally Posted by iAmNameLess View Post

      .... but anyway, like all stats, you can use them to fit your needs! lol.
      That is the way of the marketer my friend
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  • Profile picture of the author desmond11
    What these reports don't tell you is just how many are going to PPC vs organic.

    A run PPC campaigns for my clients who aren't on the first page of the serps and the clicks to impressions are amazing.

    When it comes to local search, the organic results have a hard time competing against Google Ads I'm afraid. Thus, this is what Google wants of course.

    Have you ever asked anyone (who knows nothing about IM or PPC) to do a Google search for a service. Have a look at what they do and what they click on. I'd say 8 times out of 10 they'll click on a Google Ad and scrolling the page. Forget it! They haven't got the time. Whatever it is they're searching for, they want quick and they want it now!

    Watch those under 18 years of age searching and it's even scarier. They spend seconds on a page and go through about 15 or 20 in the space of a minute.

    Thanks for the share anyway. All stats are helpful.
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    • Profile picture of the author maverick8
      My personally experience is that it is about 30%-35% on average. But i think it differs in each and every industry and type of querie. In professional services i think the higher places get the vast majority of the clicks. Where as in informational based queries i think the clicks are distributed a little bit more evenly down the list.

      Thats my opinion.
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      • Profile picture of the author Voasi
        Originally Posted by maverick8 View Post

        My personally experience is that it is about 30%-35% on average. But i think it differs in each and every industry and type of querie. In professional services i think the higher places get the vast majority of the clicks. Where as in informational based queries i think the clicks are distributed a little bit more evenly down the list.

        Thats my opinion.
        Yea, and it can be a lot higher too. The report doesn't talk about "Brand" keywords, which typically gets 80-90% of the clicks. Those percentages from brand queries could've skewed the report too.
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  • Profile picture of the author bsbear
    This is exactly what I try to tell my potential SEO clients.

    "Look at the potential revenue you are just leaving on the table!"
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  • Profile picture of the author Michael Ten
    Interesting numbers....
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  • Profile picture of the author RedShifted
    I never click on the ads personally. Not even the top 2-3 positions. I always skip down to the organic results. I think most people aren't that dumb. They realize that any idiot can pay for an ad, and have their business listed on page 1.

    Also. Since organic results are to the left, I assume thats where peoples eyes go first. I don't like the yellow up top, it has too much "look at me" factor. I like the dominant white color, and my eyes always go to organic first.
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    • Profile picture of the author Voasi
      Originally Posted by RedShifted View Post

      I never click on the ads personally. Not even the top 2-3 positions. I always skip down to the organic results. I think most people aren't that dumb. They realize that any idiot can pay for an ad, and have their business listed on page 1.

      Also. Since organic results are to the left, I assume thats where peoples eyes go first. I don't like the yellow up top, it has too much "look at me" factor. I like the dominant white color, and my eyes always go to organic first.
      Agreed, and I'm the same way. But it doesn't matter what you think; what does matter is the numbers.

      Exactly what I tell clients... it's not what you think you know, it's what the data tells us.
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    • Profile picture of the author ioros
      Red, I am the same way in my own search.
      I never click on the Ads, and move directly to the organic search.
      But my target audience apparently is very different.

      I have been doing PPC lately and I was pleasantly surprised that people are actually clicking on my Ads, and get this, buy my services.

      So I asked couple of my friends to search for the services that I provide while I watch behind their back. All of them went after the first three positions. They knew that links on the side are Ads. But they were 100% sure that top listings are not Ads, even argued with me about it.

      It is so funny how many people are telling us that we very popular because we are on the top of Google, and it is such an HONOR to talk to us. I am talking about teachers, doctors, diplomats and so on. People that should know better I would think.

      I can attest that as soon as you drop from top position to the side position Clicks drop to almost nothing, especially for the local business.

      Originally Posted by RedShifted View Post

      I never click on the ads personally. Not even the top 2-3 positions. I always skip down to the organic results. I think most people aren't that dumb. They realize that any idiot can pay for an ad, and have their business listed on page 1.

      Also. Since organic results are to the left, I assume thats where peoples eyes go first. I don't like the yellow up top, it has too much "look at me" factor. I like the dominant white color, and my eyes always go to organic first.
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      • Profile picture of the author Voasi
        Originally Posted by ioros View Post

        Red, I am the same way in my own search.
        I never click on the Ads, and move directly to the organic search.
        But my target audience apparently is very different.

        I have been doing PPC lately and I was pleasantly surprised that people are actually clicking on my Ads, and get this, buy my services.

        So I asked couple of my friends to search for the services that I provide while I watch behind their back. All of them went after the first three positions. They knew that links on the side are Ads. But they were 100% sure that top listings are not Ads, even argued with me about it.

        It is so funny how many people are telling us that we very popular because we are on the top of Google, and it is such an HONOR to talk to us. I am talking about teachers, doctors, diplomats and so on. People that should know better I would think.

        I can attest that as soon as you drop from top position to the side position Clicks drop to almost nothing, especially for the local business.
        I've done PPC for 100's of clients over the lifetime of my online marketing career and people still click the Ads. Nothing has changed.

        Let's remember that Google's "bread-n-butter", then 95% of their profits, stems from Adwords - so if people weren't clicking, then they'd find new and interesting ways to get people to click on those ads.
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    • Profile picture of the author word12
      Originally Posted by RedShifted View Post

      I never click on the ads personally. Not even the top 2-3 positions. I always skip down to the organic results. I think most people aren't that dumb. They realize that any idiot can pay for an ad, and have their business listed on page 1.

      Also. Since organic results are to the left, I assume thats where peoples eyes go first. I don't like the yellow up top, it has too much "look at me" factor. I like the dominant white color, and my eyes always go to organic first.
      I am the same way. Its almost like businesses with ads are "pushing" their stuff on you (so there is an automatic reflex not to click on it) whereas search engine results are more genuine.
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  • Profile picture of the author misterme
    Ah but the reason people click beyond the top links is because the top website wasn't what they were looking for. So it's one thing to be the top site, but it's another to be the right site.

    Also, many of the clicks on the top result are curiosity seekers, tire kickers, people who thought you were something other than what you are, spam bots looking for exploits and your competition. The real buyers go through many listings.
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  • Profile picture of the author TMercT
    Great thanks for the share, I bookmarked the page.
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  • Profile picture of the author kcom
    1% conversion for offline? Isn't that really, really low. For some IM products I can see. But local traffic converting @1%, somebody isn't doing something right, if that is your conversion rate.
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