Tag Archives: CTR

Interesting reading 2009-06-26

A huge pile of reading!

A huge pile of reading!

So what from my reading has stood out this week?

My stance on content is to produce helpful, informative and engaging content. That keyword research tools are used to help design the angle of the page, but not to lead the final content. There was a great article on ScienceforSEO which talks exactly about this.

Glenn Murray summarised his approach to content planning as:

  • Do some keyword analysis to identify what customers are searching for;
  • Plan a cluster of pages around each target keyword phrase;
  • Supply the copywriter with a list of topics to write about (preferably one topic per page).

On Social media, there was a standout article on SiteVisibility about what you should measure.

The article suggests a) Clicks per thousand followers, b) Follower velocity, your follow rate, using a 3rd party site such as Twitterholic, c) CTR, clicks vs followers, an indication of what is popular and d) RT’s, how socialable your posts are. Makes sense to me, its an steer on your buzz

Changing tack and looking at some history, Stuntdubl has a easy to follow chart showing the evolution of SEO, check it out when you need a reminder/flash back to the milestones we have all encoutered. See the chart here.

EConsultancy have an article talking about the use of social media by ‘real’ journalists. Here is an extract from their article.

In 2008, 44% were reading feeds regularly; while 19% were reading five or more feeds every day. Use of online video had jumped from 28% to 38%.
This year alone has seen quite a shift: Over 70% of journalists surveyed wanted organizations to provide a page in the online newsroom containing links to every social media environment in which that company participates. 38% of journalists prefer to receive information via company tweets!
28% now say RSS feeds are important, and 62% read them regularly.

It seems in the time pressed world of writing, getting information sent to you helps!

Then on a techie note, on the official Google blog there was an article talking about making the web faster and some of the things that have happened in the past few years. Such improvements in JavaScript speed, code optimisation, server work and the new standard of HTML 5. All of which are currently on my tech wish list for my current employer.

Andrew Girdwood, I think “ranted” (IMHO quite rightly) about the state of the UK SERPs on his personal blog. I won’t even try to paraphrase – take a read.

CTR from the SERPs

A common question is what is the click through rate from the search engine results pages.  This is obviously very important when you are trying to justify the investment in moving individual words or phrases.

Over time I have seen quite a few studies.  And I have taken 4 I like and blended them into this chart.  Here is the chart in data in case you want to use it yourself.

CTR from SERPs

CTR from SERPs

CTR data

This is important as if you know the opportunity from your keyword research.  Then then you can multiple this by the average CTR to get your estimated traffic you could receive.  Or at least produce a ‘if I could get to 3 I could get….” as a best case scenario is helpful.

The other way that this can be helpful is if through your own analytics you know you average on a position.  Then if, you moved up X number of places you would work out the new possible amount of traffic.

I have both these techniques for building business cases.

I hope you find it useful yourself.