Danny Essner

Head of Merchant Marketing

Magento

@dessner

THE CLICK

SIDE

OF

SEO

The Importance of Click Rate Optimization

PAID

SEARCH

RESULTS

ORGANIC

SEARCH

RESULTS

FROM HERE

DOWN

iPhone 5S

Anatomy of Search Engine Results

Strategies for Increasing Click Through Rates

Measuring Performance

1

2

3

Anatomy of Search Engine Results

Strategies for Increasing Click Through Rates

Measuring Performance

1

2

3

Anatomy of Organic Search Results – Basic

LG 42LE5400

CLICKABLE

HEADLINE

160 CHARACTER

META DESCRIPTION

KEYWORDS

ARE BOLDED

URL WITH

BREADCRUMBS

Anatomy of Organic Search Results – Site Links

LG

CLICKABLE

HEADLINE

SITE URL

CLICKABLE

SITE LINKS

SITE LINK

DESCRIPTIONS

PRODUCT

IMAGE/ VIDEO LG 42LE5400

RATINGS &

REVIEWS

Anatomy of Organic Search Results – Snippets

PRICING

INVENTORY

AMOUNT

Anatomy of Search Engine Results

Strategies for Increasing Click Through Rates

Measuring Performance

1

2

3

Strategies for Increasing Click Through Rates

2

Supplement Organic

With Paid Listings

3

Leverage Rich

Snippets

5

Utilize

Sitelinks

4

Calls to Action: Use

Copy That Converts

BUY

NOW!

1

Improve Rankings

to Drive Clicks

Anatomy of Search Engine Results

Strategies for Increasing Click Through Rates

Measuring Performance

Improve Rankings to Drive Clicks

Supplement Organic With Paid Listings

Leverage Rich Snippets

Calls to Action – Use Copy That Converts

Utilize Sitelinks

1

2

3

2

3

4

5

1

Source: Slingshot SEO

Rank Drives Click Through Rate

10

5%

9 8 7 RANK 5 4 3 2 1 CT

R

6

10

%

15

%

20

%

But CTR Ranges Vastly, Even in Spot #1

10 9 8 7 RANK 5 4 3 2 1 6

10

0%

5

0%

H

IG

H C

TR

LO

W C

TR

76.37%

51.15%

2.86% 2.43%

Increase Share of Voice Through Link Clustering

Grilling Tips

MULTIPLE SEARCH

RESULTS FROM

THE SAME BRAND

Anatomy of Search Engine Results

Strategies for Increasing Click Through Rates

Measuring Performance

Improve Rankings to Drive Clicks

Supplement Organic With Paid Listings

Leverage Rich Snippets

Calls to Action – Use Copy That Converts

Utilize Sitelinks

1

2

3

2

3

4

5

1

PAID

SEARCH

RESULTS

ORGANIC

SEARCH

RESULTS

Organic Share of Voice Increases 68% when supported

by Paid Search 1

0%

ORGANIC ONLY ORGANIC & PAID

20

%

30

%

40

%

50

%

Anatomy of Search Engine Results

Strategies for Increasing Click Through Rates

Measuring Performance

Improve Rankings to Drive Clicks

Supplement Organic With Paid Listings

Leverage Rich Snippets

Calls to Action – Use Copy That Converts

Utilize Sitelinks

1

2

3

2

3

4

5

1

Rich Snippet Types - Author

AUTHOR

PICTURE

AUTHOR

NAME GOOGLE+

FOLLOWER

COUNT

LINKS TO

OTHER

ARTICLES

BY AUTHOR

Rich Snippet Types - People

PHOTO

JOB

TITLE

LOCATION

COMPANY

AFFILIATION

Rich Snippet Types – Business/ Organization

PRICE/

PRICE

RANGE

LOCATION &

CONTACT

INFORMATION

LOCATION &

CONTACT

INFORMATION

HOURS

CUSTOMER

REVIEWS

Rich Snippet Types - Products

IMAGES

RATINGS

PRICE/

PRICE

RANGE

AVAILABILITY/

STOCK

Rich Snippet Types - Events

DATE &

TIME LOCATION

Anatomy of Search Engine Results

Strategies for Increasing Click Through Rates

Measuring Performance

Improve Rankings to Drive Clicks

Supplement Organic With Paid Listings

Leverage Rich Snippets

Calls to Action – Use Copy That Converts

Utilize Sitelinks

1

2

3

2

3

4

5

1

Anatomy of Organic Search Results – Basic

LG 42LE5400

CLICKABLE

HEADLINE

160 CHARACTER

META DESCRIPTION

KEYWORDS

ARE BOLDED

URL WITH

BREADCRUMBS

Use Your Meta Descriptions Like an Ad

LG 42LE5400

160 CHARACTER

META DESCRIPTION

HALF

OFF

S t a r t S h o p p i n g

SEE

WHAT’S

NEW

Learn More

FIND OUT HOW

GET YOUR

FREE TRIAL SAVE 20%

BUY

NOW

Discover Why

Anatomy of Search Engine Results

Strategies for Increasing Click Through Rates

Measuring Performance

Improve Rankings to Drive Clicks

Supplement Organic With Paid Listings

Leverage Rich Snippets

Calls to Action – Use Copy That Converts

Utilize Sitelinks

1

2

3

B

C

D

E

A

Anatomy of Organic Search Results – Site Links

LG

SITE LINK

DESCRIPTIONS

CLICKABLE

SITE LINKS

CLICKABLE

HEADLINE

SITE URL

Anatomy of Search Engine Results

Strategies for Increasing Click Through Rates

Measuring Performance

1

2

3

Measuring Click Through Rate

CTR = Number of Clicks

Number of

Impressions

Check Out Google Webmaster Tools

We Don’t Stop With Clicks

Checkout

Cart

Website

Search

Engine

Results

Questions?

Thank You