By Lauren Kade
Sep 21, 2011
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A few weeks back, I attended a great webinar entitled “From Click-Through-Rate to Conversion Rate: Conversion Tactics for SEO & SEM.” Even though I’m a little behind in my coverage, they presented such great information that I had to share it! The first section of the webinar is presented by Erez Barak, the VP of Products and Co-Founder at Optify.
In 2006, AOL leaked organic CTR data, which went on to become used throughout the industry to justify SEO efforts. However, there hasn’t really been a substantive study about organic CTR since. Therefore, the bright people at Optify decided to do their own study.
After doing the study, the team concluded that it was most beneficial to focus on moving keywords to the first page. Additionally, it further proved that ranking after page two has very little value.
The team also looked at the CTR of cheaper keywords (low cost-per-click or CPC) versus more expensive keywords. They found that cheaper terms yield double the CTR on the first page and therefore, your potential organic traffic is nearly three times greater, compared to a more expensive term.
The last thing the team analyzed was the value of optimizing for long tail keywords with less search volume or head keywords, with at least 1,000 monthly searches. They found that if you’re optimizing for long tail keywords, you can get a decent CTR pretty much anywhere on the first page. For head keywords, you won’t see huge benefits in CTR until you get to the top few positions.
Stay tuned for my post on the second half of the webinar, where I will cover 5 Quick Tips to Increase Lead Volume as presented by Tim Ash, the CEO of SiteTuners. To watch the webinar in it’s entirety, you can view it on Optify’s website