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How Much Money is a Top Google Ranking Worth to Your Business?

seobook.com
Microsoft offers an online commercial intention tool, which offers insights into search intent.
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 244-245 | Added on Monday, 19 August 13 01:33:22
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2008 Penn State research titled Determining the informational, navigational and transactional intent of Web queries [PDF] found that roughly 80% of search queries were informational, while approximately 10% were each navigational and transactional. With so many searches being informational and navigational, it is unsurprising that people click the organic search results more often than the associated PPC ads.
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 197-201 | Added on Monday, 19 August 13 01:26:35
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A 2006 WebSideStory study gave paid search a slight edge on B2C ecommerce sites, stating that paid conversion rates favored organic search rates 3.4% to 3.13%.
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 186-188 | Added on Monday, 19 August 13 01:26:15
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In 2004 at the New York Search Engine Strategies conference a JupiterMedia analyst stated that 5 out of 6 commercial purchases which originated from search originated from the organic search results. They also stated "algorithmic listings in search indexes generate an estimated six in seven commercially natured search referrals."
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 192-195 | Added on Monday, 19 August 13 01:26:04
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Web queries [PDF] found that roughly 80% of search queries were informational, while approximately 10% were each navigational and transactional. With so many searches being informational and navigational, it is unsurprising that people click the organic search results more often than the associated PPC ads.
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 199-201 | Added on Monday, 19 August 13 01:25:46
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Compete.com Search Analytics shows keyword distribution estimates for both exact match and broad match versions of keywords. If a site appears low for the exact match version of a keyword but high for the broad match version then they are doing a good job of capturing the keyword tail.
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 330-332 | Added on Monday, 19 August 13 13:16:38
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Comparing Search Volumes for Keyword Match Types Google Traffic Estimator and Microsoft Ad Intelligence allow you to compare the size of the keyword tail to a core keyword. Looking at these ratios and how competitive the search results are for the related keywords can help you determine where to focus your energies.
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 323-326 | Added on Monday, 19 August 13 13:16:18
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In April of 2008 iProspect released a Blended Search Results Study [PDF].
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 278-279 | Added on Monday, 19 August 13 13:11:34
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All major global search engines offer suggested related queries in the search results for some search queries. Sometimes they appear at the top of the search results and sometimes they appear at the bottom. Tip: If core industry related words are too competitive, you can rank for related keywords that search engines recommend. That allows you to tap the traffic flow of the competitive keywords without requiring the authority needed to rank for them.
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 261-266 | Added on Monday, 19 August 13 13:11:04
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If you own a branded web property it helps to create at least one strong subdomain to help drive down any negative publicity and/or competing ads that may arise down the road. For moderately competitive keywords authoritative sites may be able to get a double listing which may double the probability of a searcher clicking on your site since you have 2 listings in the search results and your site is set apart because one of those listings is indented.
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 258-261 | Added on Monday, 19 August 13 13:08:11
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If you have sitelinks for a highly valuable commercial keywords it may also make sense to bid on the related AdWords ads to further reinforce that you are the default market leader in that space. You are more likely to get sitelinks if your domain name exactly matches the search words. If you resell a brand which has sitelinks and subdomains listed for the core term make sure you target some related keyword tail phrases rather than trying to rank for the core word. Unless your site is exceptionally authoritative or your market is not competitive, for the core keyword you might be better off buying AdWords ads.
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 253-258 | Added on Monday, 19 August 13 13:07:56
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When Google believes a query has a good chance of being navigational in nature they may place a list of sitelinks under the first listing. Sitelinks can really drive down competing ads.
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 250-252 | Added on Monday, 19 August 13 13:07:33
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Tip: We typically scan search results in groups of 3 or 4. If 3 paid search ads appear above the search results for a keyword you really need to be in the top 3 organic search results to get much traffic.
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 248-250 | Added on Monday, 19 August 13 13:07:16
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Survey results revealed that much depends on what your target demographic is and what your conversion action is. So, b-to-b marketers seeking lead generation wound up with 7.6% conversions from paid search versus 6.7% conversions from organic clicks. On the other hand, b-to-c ecommerce sites with an average sale of $51-100 converted 4.8% of paid search clicks to buyers versus 6.5% of organic clicks.
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 184-186 | Added on Sunday, 18 August 13 23:46:40
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A 2004 MarketingSherpa survey of 3,007 marketers highlighted that paid search works slightly better for B2B oriented offers, while organic search works better for B2C offers.
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 182-183 | Added on Sunday, 18 August 13 23:46:00
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From my experiences those iProspect search habbits skew a bit low, and a blog post from May of 2008 by Enquisite shows nearly 90% of searchers click on the first page of search results. Their data also includes image results, so the consolidation of traffic on the first page of text search results might be even greater than represented in their overall data sample.
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 167-170 | Added on Sunday, 18 August 13 23:36:30
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This 2008 iProspect report reveals how drastic this trend has been Year 1st page top 3 pages > 3 pages 2002 48% 81% 19% 2004 60% 87% 13% 2006 62% 90% 10% 2008 68% 92% 8%
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 162-166 | Added on Sunday, 18 August 13 23:36:16
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Over the years the general trend is more searchers clicking listings on the first page with fewer clicks on the second page or subsequent search results.
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 161-162 | Added on Sunday, 18 August 13 23:36:07
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But even beyond that brand bias, there is a significant advantage to ranking #1 for other search queries. Jakob Nielsen wrote a 2005 column titled The Power of Defaults, in which he cited research showing... 42% of users clicked the top search result while 8% clicked the second listing. When the top two listings were swapped 34% of searchers still clicked the top listing and 12% clicked the second listing.
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 157-161 | Added on Sunday, 18 August 13 23:35:54
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One note of caution with the Google Webmaster Tools is if you have a double listing in the search results they may show your CTR as being half what it actually is (since they count that 1 search as 2 search impressions, so for our branded searches like "seo book" & "seobook" our CTR is closer to 70% to 85%, rather than the 35% shown above).
How Much Money is a Top Google Ranking Worth to Your Business? - seobook.com - Your Highlight Location 151-153 | Added on Sunday, 18 August 13 23:27:10
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