New Findings Show Google Organic Clicks Shifting to Paid

Posted by Brian_W

On the Wayfair SEO team, we keep track of our non-branded click curves: the average click-through rate (CTR) for each ranking position. This helps us accurately evaluate the potential opportunity of keyword clusters.

Over the last two years, the total share of organic clicks on page one of our e-commerce SERPs has dropped 25% on desktop and 55% on mobile.

For the ad-heavy non-local SERPs that we work in, paid ads are likely now earning nearly the same percentage of clicks as organic results — a staggering change from most of the history of Google.

Organic CTR loses 25% of click share on desktop, 55% on mobile

Looking at 2015 vs 2017 data for all keywords ranking organically on the first page, we’ve seen a dramatic change in CTR. Below we’ve normalized our actual CTR on a 1–10 scale, representing a total drop of 25% of click share on desktop and 55% on mobile.

Organic receives 25% less desktop CTR and 55% less mobile CTR compared to two years ago.

The much larger drop on mobile is particularly relevant because we’ve seen large traffic shifts to mobile over the last two years as well. The overall … Read the rest

October 5, 2017  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

31 Must-Read SEO Experiments and Test Findings


Testing And Experimenting Is (Or At Least Should Be) The Backbone Of Any SEO Strategy.

Most professional SEO companies and experts routinely conduct formal and informal SEO experiments, some of which are generously posted online for education and calibration purposes. At SEO.com, we encourage our employees to build and monetize personal websites when they’re not at work, as an opportunity to innovate, test, and take risks that we can’t with our client campaigns at work.

Now I’m sure this post will attract a lot of scientific method purists that insist that 99% of these tests are invalid because they were conducted in uncontrolled environments, or didn’t account for all possible external variables, etc.  And they would be absolutely right, but I respond with a paragraph from John Quarto-von Tivadar’s MarketingLand post, mainly because I couldn’t have said it better myself:

Ever hear the adage, “Anything worth doing is worth doing wrong”? It’s a great way to think about testing and improvement of any kind, because it deals with the fact that the first step toward improvement always “feels” the hardest. It speaks to the moment when you’re most susceptible to false objections like “It’s too complex!” or “That’s

Read the rest

September 1, 2012  Tags: , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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