Weekly SEO news: 1 June 2010

Welcome to the latest issue of the Search Engine Facts newsletter.

There's new data about the number of clicks that the first result on Google's result page gets. How does this affect your website and how can you judge the financial value of your rankings?

In the news: Google confirms the Mayday update, Exalead might have a comeback, local search becomes more important and more.

Table of contents:

We hope that you enjoy this newsletter and that it helps you to get more out of your website. Please pass this newsletter on to your friends.

Best regards,
Andre Voget, Johannes Selbach, Axandra CEO

1. New data: how many clicks does the first result on Google get?

Some days ago, Chitika, a search based online advertising network, published some new numbers about the value of a listing on Google. They analyzed a sample of 8,253,240 impressions across their network in May, 2010.

The first result in Google gets as many visitors as position 2-4 combined

"In order to find out the value of SEO, we looked at a sample of traffic coming into our advertising network from Google and broke it down by Google results placement.

The top spot drove 34.35% of all traffic in the sample, almost as much as the numbers 2 through 4 slots combined, and more than the numbers 5 through 20 (the end of page 2) put together."

Result number 10 gets 143% more clicks than result number 11

"The biggest jump, percentage-wise, is from the top of page 2 to the bottom of page 1. Going from the 11th spot to 10th sees a 143% jump in traffic. However, the base number is very low – that 143% jump is from 1.11% of all Google traffic to 2.71%.

As you go up the top page, the raw jumps get bigger and bigger, culminating in that desired top position."

Here are the numbers:

Google Result
Impressions
Click Percentage
1 2,834,806 34.35%
2 1,399,502 16.96%
3 942,706 11.42%
4 638,106 7.73%
5 510,721 6.19%
6 416,887 5.05%
7 331,500 4.02%
8 286,118 3.47%
9 235,197 2.85%
10 223,320 2.71%
11 91,978 1.11%
12 69,778 0.85%
13 57,952 0.70%
14 46,822 0.57%
15 39,635 0.48%
16 32,168 0.39%
17 26,933 0.33%
18 23,131 0.28%
19 22,027 0.27%
20 23,953 0.29%

How to judge the financial value of your Google rankings

A number 1 ranking on Google is great but it won't help your business if it is for the wrong keyword. To judge the value of a keyword, you can do the following:

  1. Start a Google AdWords campaign for the keyword, select "exact match" and point the ad to the page on your website that is most relevant to the keyword.
  2. Track the impressions and the conversion rate of the ad. To get useful data, you should track at least 500 clicks.
  3. With that data, you can make a guess about the value of a visitor that finds your website through that keyword.

For example, your ad might have had 10,000 impressions during a week and 200 visitors have come to your website. Six of them purchased something of your website and the total profit was $500.

That means that the average single visitor who finds your website through that keyword is worth $2.50 to your business ($500 / 200). The 10,000 ad impressions in a week can create a click-through rate of 34.35% (see table above) if you have the number 1 ranking for that keyword.

That means that you would get about 3,435 visitors per week. Based on the average value of $2.50/visitor you would earn $8,587.50 per week or $446,500 per year just with a single keyword.

That is why businesses love search engine optimization.

Being listed on Google's first result page for the right keywords greatly contributes to the financial success of your business. Use IBP's Top 10 Optimizer to get your website on Google's first result pages for the keywords of your choice.

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2. Search engine news and articles of the week

Matt CuttsGoogle confirms the Mayday update (video)

"It is an algorithmic change that does affect long tail searches more than head searches. [...] It is completely independent to [Google's other algorithm update] Caffeine. [...]"

With the algorithm change, Google uses a new way to decide which pages are the best match for long tail queries. According to Matt Cutts, the change was fully tested and it is not a temporary change.



A comeback for Exalead in the general web search space?

"Things change and in the past few weeks we noticed that the consumer version of Exalead seems to making some sort of comeback which is wonderful. Why?

It will not be all that long until the Yahoo database is no longer available. Exalead does its own crawl as does Yandex.com which launched a couple of weeks ago and is quite impressive especially for an alpha release. So, it’s possible that once Yahoo leaves the crawling biz, Exalead and Yandex.com can provide large unique databases of content each with their own relevancy own ranking algorithms."



LocalLocal Search heats up

"Fewer than half of all U.S. small businesses have websites or advertise on the Net, Nielsen Online reports, even though most consumers search online for local shops and services before picking up the phone or leaving the house. [...]

'Local is a key area of focus,' says Bing marketing chief Mike Nichols. Yahoo! on May 24 renewed a partnership with Nokia to power its maps and navigation services for local listings. On Apr. 20, Google rebranded an older small biz service called Local Business Center as Google Places."



Google testing SERPs without counter and load time

"Just noticed that Google is testing a version of SERP without the number of results and page load time. I only see that version when logged in using my Google account. The total number of results was never a reliable number and it has fluctuated a lot for some of the websites we have worked on. [...]

Does an average user care about the total results? Will it effect how non-power users use Google? What do you think?"



Search engine newslets

  • Yahoo updates image and video search.
  • How Google translates "James Bond" to Chinese.
  • Google's latest launch: its own trading floor.
  • Google Wave is one year old.
  • Android emerges as big rival to iPad.

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3. Success stories

Tell us how IBP helped your business and 250,000 readers will see YOUR website

Let us know how IBP has helped you to improve your website and we might publish your success story with a link to your website in this newsletter. The more detailed your story is, the better.

Click here to tell us your story.

IBP

 

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4. Previous articles

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