New Research: How Search Rank Impacts Traffic

[dannysullivan]

Just got a new release from Atlas DMT about a new study of the amount of traffic you can expect based on your position in paid listings.

The research found that overall, advertisers should expect about a 10 times difference in potential traffice between the top and 10th rankings. The research further revealed significant differences across the two leading search providers. One major insight included the strength of Google's number one ranking. The amount of potential traffic drops more than 40 percent between the number one ranking on Google and the search engine's number two ranking. This statistic highlights Google's reward to advertisers willing to pay for the top position.

You can download the full report here (http://atlasdmt.com/insights/dm.asp). Use the The Atlas Rank Report: How Search Engine Rank Impacts Traffic link for a PDF file.

[seobook]

there are two things that are really biased about a study like that.

it does not take into account that conversion rate often improves if you list a bit lower down on the list since you are less likely to draw compulsive clickers, competition clicks, and each ad a user glances past is further prequalifying for your ad when they finally click.

it does not show the logarithmic drop in click price on Google's AdWords system.


what I found really interesting about that study is how close the 4 - 5 - 6 spots were to one another in click distribution on Google.