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Making Data From Google
Webmaster Tools Actionable
@theukseo
Neil Walker
@theukseo
SERPs 2010




Remember this?
@theukseo
SERPs 2010
@theukseo
GWT 2010
April 2010 – GWT released Impressions, Clicks and CTR
@theukseo
SERPs 2010




A Big Excel Sheet
@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
@theukseo
SERPs 2010



Things change!
@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
@theukseo
SERP 2012
@theukseo
SERPs 2010



Not Again!!
A Big Excel Sheet
@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
@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
@theukseo
SERP’s 2012

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




   • Web       • Smart Phone
   • Mobile    • Video
   • Image
@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
@theukseo
Bit of Fun?



Pin the Tale on
 the Donkey?
@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
@theukseo
Actionables




What about Query Length?
@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
@theukseo
Actionables




   Forecasting SEO
@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
@theukseo
The Prediction

                 173 Key Phrases

             All Ranked top 10 of
                   Google.

                     visits:


           Actual Visits: 14,558
@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
@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
@theukseo
Takeaway



                     X          Predicted
     Predicted
                 Conversion      Sales /
       Visits
                    Rate        Enquiries



     15,000         2.9%            435
Thank You

                        @theukseo


www.justsearch.com
www.justsearch.co.uk
www.getupdated.com
www.justsearch.fr
www.justsearch.it
www.justsearch.ie

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SMX West 2012 - Google Webmaster Tools

  • 1. Making Data From Google Webmaster Tools Actionable
  • 5. @theukseo GWT 2010 April 2010 – GWT released Impressions, Clicks and CTR
  • 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
  • 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
  • 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
  • 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

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  5. Please explain in a little more detail the CPA costing
  6. Please explain in a little more detail the CPA costing
  7. Please explain in a little more detail the CPA costing
  8. Please explain in a little more detail the CPA costing
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