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

5 Tips to Help Show ROI from Local SEO

Posted by JoyHawkins

Earlier this year, when I was first writing my advanced local SEO training, I reached out to some users who work for local SEO agencies and asked them what they’d like more training on. The biggest topic I got as a result was related to tracking and reporting value to small business owners.

My clients will often forward me reports from their prior SEO company, expressing that they have no idea what they were getting for their money. Some of the most common complaints I see with these reports are:

  • Too much use of marketing lingo (“Bounce Rate,” “CTR,” etc.)
  • Way too much data
  • No representation of what impact the work done had on the business itself (did it get them more customers?)

If a small business owner is giving you hundreds or thousands of dollars every month, how do you prove to them they’re getting value from it? There’s a lot to dig into with this topic — I included a full six pages on it in my training. Today I wanted to share some of the most successful tips that I use with my own clients.


1. Stop sending automated Google Analytics reports … Read the rest

August 15, 2017  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Show Keyword Position Using Filters And Advanced Segments

Posted by Bryan Casson

There are many ways to filter your Google Anlaytics results, but how many of the methods out there can actually give us data that we can present to our clients in a way that they understand? After reading various posts on filtering organic traffic in Google Analytics I decided to convert the results we got from the filter into readable, valuable content that the client could understand. The end product was a easy to understand graph showing the position of your searched keywords as a percentage of total visits:

Show Keyword Position Using Advanced Segments

I really believe that this is valuable from a reporting point of view. How many of your clients have asked if their keywords are rank in the top five positions or better yet, in the 1st position. Well now you can tell them that 33% of their total visits are from keywords ranked in the top five positions in Google. If Google displays a … Read the rest

April 2, 2012  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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