Wed, 30 Apr 2008 15:14:00 by Kerry Dye
There is some debate
about how much Google uses the clickthough rate of the organic listings to
affect where you are listed.
However, with two recent examples for our
clients giving demonstrable results, one dramatic and one less so, I certainly
believe that the clickthrough rate is used for determining your position on a
page.
In our dramatic example, a UK based
holiday company gained a Google Local Map result attached to their listing.
Unfortunately it was not their map listing, but some random hotel in the USA. As a
result, they experienced a dramatic slide off of page 1 for the majority of
their search terms over a period of 1 to 2 weeks. As nothing else had changed,
the only explanation for this is that the US
address put UK
based searchers off clicking on their link. (Thanks Google, that error is a
pain to fix).
The second site is one that has good
organic rankings for a competitive phrase, and is on the first page, but does
not seem to be able to move higher. Despite having good authority and plenty of
backlinks it's stuck at the bottom of page 1. And the reason for this is a particularly
odd page title that alternates to contain different brand names. Which makes it
appear to a searcher that the brand only sells a single brand which is a
negative for the user, and dissuades them from clicking on that result, so the click rates constantly fight with our linkbuilding efforts.
Personally, with a lot of looking at Google
results, I'd say that most of the time, the click through rate is not any more
important than any other of the 200 odd elements that go into the algorithm.
However, we do have recent evidence that Google uses the clickthrough rate to
determine if a site is the most relevant for a search, at which point it adds
Sitelinks, and more recently the ‘search within a site' box. I would suggest
that this is determined by if the searchers click on a particular link more than average. So a result where
people do the ‘teleporting' behaviour, such as a company name or brand search,
is clicked considerably more than the others on the page.
And with these personal examples, it shows
that clickthrough rate can become a factor if all else is equal, so don't
neglect the ‘clickability' of your titles and descriptions.
Here are some other resources you might be
interested in if you want to find out more about results pages and user
behaviour:
Other factors that affect clickthrough
rates for organic
http://www.getelastic.com/short-urls/
Leaked AOL data gives an average of the clickthrough
drop off down the page: http://www.redcardinal.ie/search-engine-optimisation/
12-08-2006/clickthrough-analysis-of-aol-datatgz/
Also some eye tracking studies show similar
data:
http://www.seoresearcher.com/distribution-of-clicks
-on-googles-serps-and-eye-tracking-analysis.htm
About writing better meta descriptions and
titles for people, not just search engines, plus some information on how to use
Google Webmaster Tools to determine which are your best performing combos.
http://hamletbatista.com/2008/01/15/writing-for-people-and-search-
engines-how-to-improve-click-through-rates-for-organic-listings/
Kerry Dye Campaign Delivery Manager |