I recently stumbled upon a search engine ranking report from Chitika, an online advertising network, that focused on answering one question: how valuable prime search ranking positions really are.
Although the report was published a while ago, I believe that little has changed since then, and the following results are definitely something to pay attention to.
Of course we all know that it’s great to have #1 Google search engine ranking for your keyword.
But how much is it really worth in terms of traffic generation?
According to the data from the Chitika network, it’s worth a great deal – double the search engine traffic of the #2 spot, to be precise.
Let me put it another way:
The #1 Google search engine ranking spot gets as many visitors as positions 2-4 combined!
To come up with these impressive numbers, Chitika analyzed a sample of 8,253,240 impressions across their network.
“In order to find out the value of SEO, we looked at a sample of traffic coming into our advertising network from Google and broke it down by Google results placement.
The top spot drove 34.35% of all traffic in the sample, almost as much as the numbers 2 through 4 slots combined, and more than the numbers 5 through 20 (the end of page 2) put together.”
Search engine ranking #10 gets 143% more clicks than #11.
“The biggest jump, percentage-wise, is from the top of page 2 to the bottom of page 1.
Going from the 11th spot to 10th sees a 143% jump in traffic. However, the base number is very low – that 143% jump is from 1.11% of all Google traffic to 2.71%.
As you go up the top page, the raw jumps get bigger and bigger, culminating in that desired top position.”
Here are the search engine ranking numbers:
Show Me the Money!
I admit, having a number 1 search engine ranking on Google is very exciting and all, but if you are ranking of the wrong keyword, it won’t help your business much.
How do you know when it’s worth to improve google ranking?
To determine that, you can do one of the following:
Test your keywords with Google Adwords
- Start a Google AdWords campaign for the keyword, select “exact match” and point the ad to the page on your website that is most relevant to the keyword.
- Track the impressions and the conversion rate of the ad. To get useful data, you should track at least 500 clicks.
- With that data, you can make a guess about the value of a visitor that finds your website through that keyword.
For example, your ad might have had 10,000 impressions during a week and 200 visitors have come to your website. Six of them purchased something of your website and the total profit was $500.
That means that the average single visitor who finds your website through that keyword is worth $2.50 to your business ($500 / 200). The 10,000 ad impressions in a week can create a click-through rate of 34.35% (see table above) if you have the number 1 ranking for that keyword.
That means that you would get about 3,435 visitors per week. Based on the average value of $2.50/visitor you would earn $8,587.50 per week or $446,500 per year just with a single keyword.
Getting Market Value figures in Market Samurai
If you already own a copy of Market Samurai, the task of gathering all this info becomes even more of a breeze.
This data is gathered under you Keyword Analysis Data in Keyword Research tool.
Here are the numbers we are interested in:
• SEO Value (SEOV) – This is the maximum total value of traffic that the #1 ranked web page for this keyword (based on search results) is likely to receive – per month.
• Adwords Value (AWV) – This is the maximum total value of traffic that the #1 ranked advertiser (in Google Adwords) is likely to receive – per month.
In both cases, Market Samurai is taking the Market Value benchmark to the next step…
…by breaking down the Market Value number into how much #1 ranked web site will bring through organic SEO and Google Adwords respectively.
If you don’t have Market Samurai, I would recommend you get a copy – it will save you a lot of time (and money) doing market research and give you access to a lot of really powerful keyword research tools.
Image credit: ICanHasCheezburger.com
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