The challenge of click-through rates – RevenueMapper™
Last week we introduced you our proprietary revenue forecasting tool, RevenueMapper (“How do you project revenue potential from SEO? Introducing RevenueMapper™“) and told you all about how it can help you to forecast what traffic you could potentially get from SEO over an entire year – before you’ve even built a single link or written a single piece of content.
As you’ll remember from our last post, RevenueMapper uses a number of different pieces of data – both from your own analytics and tracking, and from industry sources such as Google and other search research. Using these metrics, along with a historically-backed estimate of where your rankings could change and by how much, we can work out a realistic plan of how your revenue from SEO will increase.
The plan factors-in seasonality, as well as other seasonal shifts which may affect your vertical – for instance, do you have a Christmas sale where you regularly slash your prices by half? If so, you’ll want to factor this in to your revenue forecast for January.
One factor which could make all the difference – and is somewhat out of your control, at least in the short-term – is how your brand is viewed by consumers. Whilst this isn’t something which you are likely to be able to change with SEO, it will make a big difference in the click-through rates you get from Google itself.
Let’s rewind a little and go back to some of the science here:
Where you rank on the Google search results obviously affects how many people will click through to your site – that should be fairly obvious. Put bluntly, the higher up the page you appear, the more people will click through. But did you realise there are industry-normalised click-through rates which you can use to estimate what percentage of people who see your result will click-through? Well, there are!
Thanks to almost 18 years experience in SEO, and several hundred blue-chip clients, Tamar have an accurate and scientific algorithm for estimating what traffic you will get at each of the first 25 positions in Google. And it goes even further – there are actually several sets of rates, based on how well-known your brand is to the public.
As well as this historic analytics-based data, there are a number of pieces of publicly-available average CTR charts which we use to sense-check our data. With this data, for instance, I can tell you that a top brand could see a higher click-through rate at position #4 (around 8%) than a newly-formed brand would at position #1 (around 7.5%). It’s data like that which will make all the difference in the accuracy of your forecasts.
If you’d like to know more about how RevenueMapper™ works, and what it could do for your business planning, why not get in touch with our team?