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

Paid Social for Content Marketing Launches – Whiteboard Friday

Posted by KaneJamison

Stuck in a content marketing rut? Relying on your existing newsletter, social followers, or email outreach won’t do your launches justice. Boosting your signal with paid social both introduces your brand to new audiences and improves your launch’s traffic and results. In today’s Whiteboard Friday, we’re welcoming back our good friend Kane Jamison to highlight four straightforward, actionable tactics you can start using ASAP.

Paid social for content marketing launches

Click on the whiteboard image above to open a high-resolution version in a new tab!


Video Transcription

Howdy, Moz fans. My name is Kane. I’m the founder of a content marketing agency here in Seattle called Content Harmony, and we do a lot of content marketing projects where we use paid social to launch them and get better traffic and results.

So I spoke about this, this past year at MozCon, and what I want to do today is share some of those tactics with you and help you get started with launching your content with some paid traction and not just relying on your email outreach or maybe your own existing email newsletter and social followers.

Especially for a lot of companies that are just getting started with content … Read the rest

September 29, 2017  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

No, Paid Search Audiences Won’t Replace Keywords

Posted by PPCKirk

I have been chewing on a keyword vs. audience targeting post for roughly two years now. In that time we have seen audience targeting grow in popularity (as expected) and depth.

“Popularity” is somewhat of an understatement here. I would go so far as to say that I’ve heard it lauded in messianic-like “thy kingdom come, thy will be done” reverential awe by some paid search marketers. as if paid search were lacking a heartbeat before the life-giving audience targeting had arrived and 1-2-3-clear’ed it into relevance.

However, I would argue that despite audience targeting’s popularity (and understandable success), we have also seen the revelation of some weaknesses as well. It turns out it’s not quite the heroic, rescue-the-captives targeting method paid searchers had hoped it would be.

The purpose of this post is to argue against the notion that audience targeting can replace the keyword in paid search.

Now, before we get into the throes of keyword philosophy, I’d like to reduce the number of angry comments this post receives by acknowledging a crucial point.

It is not my intention in any way to set up a false dichotomy. Yes, I believe the keyword is … Read the rest

May 30, 2017  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Using Paid Media to Drive Loyalty & Advocacy – Whiteboard Friday

Posted by samanthanoble

If you’re not using your paid media in more creative ways than simply targeting customers at the buying stage, you’ve got a world of opportunity awaiting you. In today’s Whiteboard Friday, we’re delighted to have guest presenter Samantha Noble divulge 10 strategies for using your paid media to get your customers talking about you more and recommending you often.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Hi, my name’s Samantha Noble, and I’m the Director of Strategy over at Koozai in the UK. We’re a digital marketing agency specializing in paid media, SEO, and content marketing, and I’m really, really excited to be here today to share with you some tips on how we can use paid media to basically drive loyal customers and get those loyal customers recommending us to others.

I think what I’ve seen over the years, when it comes to paid media, is people tend to focus on the buying stage. They think that they’re going to put money into a paid media channel and they’re going to get return out of it, which is essentially true. But, when it comes to … Read the rest

November 18, 2016  Tags: , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Wait, Paid Media Investments Can Yield SEO Value?! – Whiteboard Friday

Posted by randfish

Investing in advertising might feel like we’re simply buying people’s time and attention, but there’s far more to it than that. Done right, advertising can show returns in many organic channels, including SEO. In today’s Whiteboard Friday, Rand shows us how.

For reference, here’s a still of this week’s whiteboard!

Advertisement Investments That Can Yield ROI for Organic Channels WhiteboardRead the rest

February 13, 2015  Tags: , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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