This fall, Slingshot SEO published A Tale of Two Studies, Establishing Google & Bing Click-Through Rates. The study analyzed the user behavior of more than 170,000 visitors across 624 non-branded keywords. The keywords came from a sample set of over 10,000 keywords and were chosen based on strict criteria and a stable ranking over time. In addition, keywords were derived from over 200 major retailers and enterprise customers. The click-through report is available for download.
While many of these studies have circulated through the years, this one is perhaps the most detailed, thought-out, transparent and contains the largest sample set. It does a great job of defining the impact of a page one search engine ranking. The study also makes calculating SEO ROI much easier for marketers. Kudos to Paul Davison, Slingshot's Director of Client Success, and his team for putting together such a valuable study.
Being empowered with the data above is extremely valuable for inbound marketers. However, what's missing from our marketing tool box is a study like the above which tracks the click-through rates from organic search all the way to conversion in order to see what affect, if any, ranking has on conversion rates. It would also be nice to have this data juxtaposed with branded search queries.
Here at Kuno, we consistently see conversions from branded organic searches outperform non-branded organic searches by a factor of 10. If Slingshot is up for the challenge you'll know as soon we do because we'll definitely blog about this dream study. For help with blog SEO and SMO download our Blog Post Optimization Playbook.