Increased organic listing rank on cheaper AdWords terms leads to higher clickthrough rate
Search marketing objectives may vary, but all search marketers share a common goal: top placements on page 1 of search engine results.
Unlike paid search, which lets advertisers simply buy top position, search engine optimization (SEO) earns marketers premium page rank through careful website optimization on select keywords. Because SEO can take days or even months to increase natural page rank, marketers must be more selective and deliberate in choosing which keywords to optimize.
Findings from Optify suggest one way for marketers to prioritize SEO efforts is by considering the value of each keyword in Google AdWords, then using the average CPC to determine potential organic listing clickthrough rate.
The study looked at terms that were both expensive (keyword phrases costing more than $1.50 per click) and cheap (phrases with CPCs less than $0.25) for Google AdWords advertisers to determine whether paid search CPC had an impact on organic listing clickthrough rate.
For terms that had low paid-search prices, the organic clickthrough rate for page 1 placement on Google was 87.5%, compared to only 37.3% for organic results tied to more expensive keywords.
In fact, the average rank 1 clickthrough rate for organic results tied to cheaper terms was 31.8%, almost double the 17.1% clickthrough rate at rank 1 for natural results tied to more expensive paid search CPCs.
Crunchbase: Optify is a company (Software) based out of Seattle, WA, founded in 2008. →