Some days ago Chitika, a search based online advertising network, published some new numbers about the value of a listing on Google. They analyzed a sample of 8,253,240 impressions across their network in May, 2010.

The first result in Google gets as many visitors as position 2-4 combined.
“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.”

Result number 10 gets 143% more clicks than result number 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 numbers:
Google Result          Impressions            Click Percentage
1                                     2,834806                        34.35%
2                                     1,399,502                       16.96%
3                                        942,706                       11.42%
4                                        638,106                         7.73%
5                                         510,721                        6.19%
6                                         416,887                        5.05%
7                                         331,500                        4.02%
8                                         286,118                        3.47%
9                                         235,197                        2.85%
10                                       223,320                        2.71%
11                                         91,978                        1.11%
12                                         69,778                        0.85%
13                                         57,952                        0.70%
14                                         46,822                        0.57%
15                                         39,635                        0.48%
16                                         32,168                        0.39%
17                                         26,933                        0.33%
18                                         23,131                        0.28%
19                                         22,027                        0.27%
20                                         23,953                        0.29%

How to judge the financial value of your Google rankings.

A number 1 ranking on Google is great but it won’t help your business if it is for the wrong keyword. To judge the value of a keyword, you can do the following:
1. 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.
2. Track the impressions and the conversion rate of the ad. To get useful data, you should track at least 500 clicks.
3. 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.

To see what Wiredflow can do for your business, why not get in touch and ask for a Free Customised Report on your business!

At WiredFlow our job is to make you stand out and let the world know who you are. We offer customers the very best in both interactive and traditional marketing. We bring nationally recognised Internet Marketing expertise to small business owners here in the UK offering amongst others, a range of search engine optimisation services.

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Internet marketing can generally be defined as generating sales and/or capturing leads from potential customers that are surfing the Internet.

Traditionally, this has meant trying to get your website into Google (and others) search engine rankings so that it shows up when a potential customer of yours types in a “keyword phrase”. This has become something of a mysterious black art. There are specialists and consultants that make their living working with companies to try and get their sites on the first page of Google’s search engine results for the keywords that everyone thinks will generate sales and leads. This consulting service is called search engine optimisation (link to SEO page)

Internet marketing has grown to include pay per click advertising. These are ads (when you do a Google search, they show up on the right hand side of the page) that are written by advertisers to be triggered when certain keywords or phrases are searched on. Each time a person clicks on the ad, they are sent to the advertiser’s website, and the advertiser is charged for that “click”. This is how Google makes billions of dollars.

The future of Internet marketing will be the social networking sites like Facebook & Twitter. Here, the most efficient advertising will be “viral” and more “virtual word of mouth”. This is much more complex than search engine optimisation (link to SEO page) and pay per click advertising (link to PPC page), but has the potential to be much more profitable!

Decide how you will track conversions. Often this is easy…it’s when you make a sale. Other times it can be trickier. If you’re a estate agent, you’ll most likely be tracking leads. In addition, you’ll have to assign some kind of pound value to that lead so you can determine how much advertising to spend in order to get it.

Decide on autoresponders and set them up. Autoresponders are simply a way to keep in touch with your customers and prospects. Essentially it’s automated email.

Brainstorm the core ones with a diverse group

“spy” on your competitions’ using tools

use other tools to expand the core list

Group keywords by the conversation type (what is the potential customer looking for?)
If you’re a real estate agent, you’re prospects will be having different conversations if they’re looking to relocate as opposed to
someone already in your area looking to sell their house.

Build landing pages on your site for each conversation type.
You’d want the two different potential customers above to go to two different pages within your site, because you want to
highlight the different value propositions you’re bringing to the table…to solve their particular problem.

Set up your own blog

Set up your adwords campaign using the keywords, groupings and landing pages

Monitor and test…EVERY DAY

Split test ads every day
Adjust bids every day
Get rid of non-performing keywords every day

As soon as a great “money term” is found, start the search engine optimisation(link)process for that term
Market 2-3 articles per week (or even more)
Make blog postings on your blog and others’

Answer posts on forums and yahoo answers

Move great “money terms” to Yahoo and MSN pay per click advertising engines

Rinse and repeat this process every 90 days!

This probably looks overwhelming. However, if you know what you’re doing…it’s very straightforward. We can help. Check our services(link) to see exactly how. With just a bit of effort on your part, you can DOMINATE your market. Doing this effectively really is like bringing a gun to a knife fight. And…it’s your competitor’s that will have the knife!