Category Archives: SEM Industry

Finally, Some Useful SERP Click Statistics

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There’s a lot of FUD (Fear, Uncertainty and Doubt) surrounding click statistics and metrics for search results pages. Reliable data is hard to come by when trying to answer questions like these:

  • What percent of searchers click on a result on page 1 of a search result? Page 2?
  • Is there any value to having organic search rankings on page 2 or page 3?

Enter iCrossing. A recent study (PDF) concluded that 95% of website traffic from organic, non-branded queries on Google, Yahoo and Bing originated on page 1 of the results.

Click Distribution on Search Results Pages

Click Distribution on Search Results Pages

This is big. It means that unless you rank on the first page for non-branded (not your company name) queries, you are fighting for scraps while your competition enjoys access to 95% of your prospective customers.

Trends and Previous Findings

Naturally, the search engines don’t (normally) release this data and there are few search marketing agencies large enough to perform a statistically significant study on their clients’ data. However, there are two previous reports that we can refer to for benchmarking:

  1. AOL’s 2006 data release, while widely criticized for violating personal privacy, indicated that 90% of organic, non-branded clicks were on page 1.
  2. iProspect’s 2008 study found that 68% of searches resulted in a click on page 1 of the results (up from 62% in 2006, 60% in 2004, and 48% in 2002). However, no differentiation is made for branded vs. non-branded terms in this study.

Even with different study methodologies and data sets it becomes clear that there are two forces at work:

  1. Search engines are getting better at providing relevant results, minimizing the need to click past the first page of results.
  2. Searchers are getting better at defining what they want and using more targeted queries to find it. This is reinforced by other studies that show the average length of a search query continues to grow over time.

So What?

I don’t intend to sell you on the benefits of SEO. Instead, we’ll talk about supply and demand. It is becoming increasingly clear that demand is far exceeding the supply of available links on a search results page. Therefore, the value of high organic search rankings for non-branded keywords will continue to skyrocket as more companies line up to compete for limited space.

Now What?

Take some time to identify the gaps in your keyword strategy. Use some free or cheap rank checking software to get a glimpse of your current rankings (but don’t get hung up on them because rankings change constantly). Now, check your web analytics package to identify the best-converting keywords that you know you are missing out on.

Now, if you notice your site ranking on page 2 or page 3 for some of your high value keywords, you’re most of the way there. Give those keywords some extra attention on your site, build a few links, and watch your rankings jump up to the first page.

Rinse and repeat for different sets of keywords.

Imagination Is Endless, So Are Keywords

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Google Queries in 2009

Google Queries in 2009

According to Google’s 2009 search stats, over 1/3 of unduplicated search queries entered into Google in 2009 HAD NEVER BEEN SEEN BEFORE.

Let that sink in for a moment. That’s up from about 25% a couple years ago.

Does your content strategy allow you to take advantage of people’s creativity and difficulty finding the answers to their queries? Or are you stuck with stagnant content that does not evolve and adapt to meet consumers’ changing needs and vocabulary?

But Wait, There’s More…

If you are not concerned about your position in today’s search results, you should at least be preparing for tomorrow’s. The Google ranking algorithm literally changes daily:

  • Number of search quality improvements made by Google in 2009: 540, ~1.5 each day

And if you’re not effectively competing in local search results, consider this whopper:

  • Proportion of Google result pages that show a map in search results: 1 in 13

Do Not Be Alarmed

I share these stats not to scare you, but to open your eyes to the nearly infinite opportunities to attract quality search engine traffic from a wider set of keywords and search channels.

Sure, your boss questions every day why you don’t rank on the first page for “widgets”, but the smart marketer knows that there are still plenty of battles to be won. It’s just a matter of picking the right ones.

Google Dashboard: What They Know About You

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Want access to all of your Google products, stored info and privacy settings in one place? The new Google Dashboard announced today gives users two things lacking in most online interactions these days: visibility and control.

This video explains more:

As web users and consumers, we should be pushing all web services to provide this level of visibility and control. As web marketers, we should promote transparency, educate consumers and web users about their options, and promote privacy and security best practices. The Google Dashboard seems like a win/win for Google and its billions of users.

But Wait

I’m sure I’m not the only person that saw the entire list of Google services that I subscribe to (plus the 23 products that are not yet available in the Dashboard) and thought, “Holy crap this company knows a lot about me.”

With this amount of detail about our personal lives, let’s hope G lives up to it’s official motto of “Don’t be evil“.

Bing and Yahoo, Your Turn

Where’s my dashboard? The ball is in your court.

Shake the Google Caffeine Jitters

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Google Logo

Unless you are in-tune with the search engine community, you may have missed Google’s announcement of their new prototype search architecture (fancy way of saying code and servers). It’s a bit too much detail for most, so here is a summary straight from the source:

For the last several months, a large team of Googlers has been working on a secret project: a next-generation architecture for Google’s web search. It’s the first step in a process that will let us push the envelope on size, indexing speed, accuracy, comprehensiveness and other dimensions.

In a very un-Googley move, the search giant opened up a preview of the new system before they launch it as the primary google.com search engine. There is no way to know which enhancements will make the final cut, but it’s safe to say that there will be a lot more speculation and testing from the search community before the final verdict is cast. For now, use search comparison tools like CompareCaffeine.com to see if your site behaves differently in the new search.

How to Shake the Jitters

Can't...stop...shaking...

Can't...stop...shaking...

Based on some preliminary findings and interpretations, I have compiled a few ways to minimize the Caffeine jitters and improve your site’s chances of gaining visibility in the new Google:

1. Get Social

Despite the glut of marketers blasting their messages on social networks and social media sites these days, it can still be an effective communications channel for companies that are willing and able to engage in a meaningful dialogue with fans and critics alike. A thoughtful social media strategy includes both active and passive involvement in online communities, along with the creation of value for the consumer. Don’t just rush into the latest social site du jour. Define your objectives first, then figure out which technologies and communities will help you accomplish them.

2. Update Frequently

The Caffeine architecture seems to favor more real-time indexing. For non-geeks, that means that Google is placing a premium on fresher content. This doesn’t just mean social media sites, but can also include company blogs, resource sections, Q&A content, or any other piece of content on your website that can be (and should be) updated frequently.

3. Observe the Signs

Keep an eye on your site analytics. Watch for anomalies or deviations from your normal traffic patterns as Caffeine is integrated into the main Google platform. Some key indicators are:

  • visits by keyword
  • average time spent on site
  • average page views per visit
  • goal/conversion rates

The Last Drop

Most early reports from the search community are finding that rankings are not changing dramatically with the Caffeine update. Smart search marketers don’t spend too much time worrying about rankings anyway.

Instead, watch your traffic and conversion metrics for more pure signs of success. You will be rewarded in the long run by focusing on creating valuable content that helps your visitors accomplish their tasks.

Do “Work From Home” Programs Work?

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Thanks to the Detroit Lions’ unprecedented 0-16 record last season, yesterday’s game against my Atlanta Falcons was blacked out on local TV and I was forced to “watch” the ESPN.com box score to keep up with the game.

During breaks in the action I started to pay attention to the sponsored text ads surrounding the box score.  Curiosity got the best of me and I clicked on the highlighted ad to see what these “make money at home” ads are all about.

Look up. Gullible's written on the ceiling.

Look up. Gullible's written on the ceiling.

The link led to a website that was set up to look like a news site: (note, I replaced the fake publication’s title with “lorem ipsum”)

Truthiness in Action (click to enlarge)

Truthiness in Action (click to enlarge)

Sounds great, right? Anybody with a computer and some free time can become wildly successful! The attentive reader will notice that all of the links point to something called the Google Money System with claims that any homebody can get paid by Google to place links online. Sounds legitimate (and easy), right?

Spoiler alert: it’s a pyramid scheme. Keep reading to see how they work (or rather, don’t work).

In case you are starting to fall for the slick sales pitch, note that Google does not endorse or participate in “money-making” programs like this. There is no such thing as “working from home with Google” or “getting paid to post links on Google.” Google even has some official advice on how to steer clear of money scams.

So What’s the Catch?

It always pays to read the fine print. There are FOUR PARAGRAPHS of fine print on this site. I’ll break them down here. In all cases, I created the emphasis in bold to highlight particularly troubling disclaimers. I also replaced all product/service names with “[FlimFlam-o-matic]“.

Paragraph 1: We are only doing this for the money. You are on your own after we get paid. P.T. Barnum was right.

This publication provides the Author’s opinions and neither the Publisher nor the author intends to render legal, accounting, financial, business or other professional advice with this publication. With regards to licensing of a business enterprise, any legal accounting or tax matters. Author and publisher is an Affiliate of the company offering the business opportunity and are remunerated by advertiser. Author and publisher strongly suggest that the reader seek the services of appropriate licensed business, financial and or legal professionals before proceeding with any actions and comply with the local, state and federal licensing and guideline requirements which the reader resides or conducts business.

Paragraph 2: We lied. Google does not endorse our scheme. You are the only one to blame for getting suckered into this.

Google is in no way associated with this website. The Publisher and Author disclaim any personal liability, loss or risk incurred as a consequence of the use and application of the offer, either directly or indirectly, of any advice, information, or methods presented in this publication. Individual comments are unedited and not the opinion of Author or Publisher and not liable for their comments and opinions.

Paragraph 3a: Somebody’s afraid of Google’s legal team coming after them.

* I do NOT work for Google and Google is in no way associated with this website.

Paragraph 3b: BTW, not everybody is getting rich off this system.

Terms and Disclosures.The [FlimFlam-o-matic] mentioned above worked for me and for many other people, but results may vary by person. Also, keep in mind that I got the [FlimFlam-o-matic] trials for free*, but there is a shipping fee of $1.99.

Paragraph 3c: Here’s where we take your $70. Please don’t read this, please don’t read this…. (the pyramid scheme is starting to become a little more clear)

[FlimFlam-o-matic] requires trials to be canceled within seven days of the trial period If you do not cancel, you will be billed sixty nine dollars and ninety cents USD for the [FlimFlam-o-matic]. If you enjoy the products, simply do nothing. You will be billed the discounted price at the end of the free* trial period.

Paragraph 3d: You got yourself into this mess. We’re not responsible for anything that happens from this point forward.

By signing up YOU UNDERSTAND THAT THIS CONSUMER TRANSACTION INVOLVES A NEGATIVE OPTION AND THAT YOU MAY BE LIABLE FOR PAYMENT OF FUTURE GOODS AND SERVICES, UNDER THE TERMS OF THIS AGREEMENT, IF YOU FAIL TO NOTIFY THE SUPPLIER NOT TO SUPPLY THE GOODS OR SERVICES DESCRIBED.

Paragraph 3d: We lied again. It’s not free. You pay us $70 per month! The only “secret” to this program is that you have to sell the [FlimFlam-o-matic] program to others to re-coup your $70/month fee. (Bernie Madoff couldn’t have done it better himself).

Thanks and good luck with filling your first application! By clicking the order button, I am ordering the [FlimFlam-o-matic] and trial membership for $1.99 s&h, after the 7 day trial I will be charged $69.90 a month thereafter if I do not cancel. I have read and agree to the Privacy Policy / Terms and Conditions / Purchase Agreement . Charges will appear on credit/debit statements as “[FlimFlam-o-matic]“. For questions/cancellations, call 1-800-XXX-XXXX

Paragraph #4: If you’ve read this far, you’re probably not going to buy into the [FlimFlam-o-matic] program anyway, so we might as well tell you that only the people at the top of the pyramid are making any money.

* INCOME CLAIM WARNING: Testimonials do not result typical result. Photographs or images are depiction of individuals and payment methods. These income examples are representative of some of the most successful participants in the program. Some individuals purchasing the program may make little or NO MONEY AT ALL. These claims are not a guarantee of your income, nor are they typical of average participants. Individual results will vary greatly and in accordance to your input, determination, hard work, and ability to follow directions. No person or company can guarantee profits or freedom from loss. Any and all use of this website certifies you are agreeing to our Earnings and Income Disclaimers.

No Free Lunches

“Get Rich Quick” schemes have been around since early humans started trading stone discs as currency. These programs are nothing new but traditional pyramid schemes deployed on the internet are especially dangerous because:

  1. There is no government regulation or legal oversight.
  2. Other participants are anonymous and it may be impossible to track them down to cancel or claim damages.
  3. The schemes can be altered and propogated at extremely low cost and low risk.

Use your head. If it sounds too good to be true, it probably is. After all, no matter how large the pyramid becomes before collapse, approximately 88% of all people will lose (wikipedia).