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
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
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
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