Comments on: How to value SEO ranking?

By: Prince Zermic

Prince Zermic — Thu, 07 Apr 2011 06:36:41 +0000

You should be in the habit of tracking all these metrics for your business. What you measure, you can control. Keep track of visitors, conversion and average order value and you will be better equipped to improve on past performance. Keep a list of the top keyphrases as relevant to your business, and use calculations like those above to decide what to optimize your site for.

By: Randolph Carter

Randolph Carter — Fri, 25 Feb 2011 18:42:29 +0000

Great formula. Thanks for the help as I begin this new venture.

By: Peter Teamer

Peter Teamer — Sun, 27 Jun 2010 12:23:08 +0000

Thanks for the info. I am always trying to figure out how the Local Maps section affects the click through rate of a number one ranking. Do you know of any studies done?

By: David Heiman

David Heiman — Mon, 14 Jun 2010 18:29:36 +0000

Nice topic. I was looking for ideas on trying to value organic search engine results so this is a great start. I found a similar table of click rate statistics for the top 10 positions on page 1 which should make my calculations relatively accurate.

By: Ed Gluzman

Ed Gluzman — Wed, 21 Apr 2010 00:50:35 +0000

Dave,

You must use the Show/Hide columns drop down to select the columns you want included in the report. CTR is one of these columns. If you look at the screen shot, you will see the drop down right above the search volume trends column.

Thanks for your question!

-Ed.

By: Dave Kissel

Dave Kissel — Tue, 20 Apr 2010 13:02:31 +0000

Thanks for the great article…but where and how in the Google keyword tool do you get the CPC bid (in your example the screen shot that shows the CPC for “cosmetic dentistry” is $7.15. I can’t seem to find it working through Google. Thanks!

By: Ed Gluzman

Ed Gluzman — Tue, 06 Apr 2010 19:17:49 +0000

Outtanames999, thanks for your insightful comment.

Of course knowing the conversion rates is important in determining the ROI, but conversion rates are more of a function of the landing page optimization then the SERP position. I’m just trying to provide a quick method of evaluating SEO vs. PPC costs by doing a comp analysis of the 2 traffic generation methods.

Cheers!
-Ed.

By: Outtanames999

Outtanames999 — Tue, 06 Apr 2010 17:51:49 +0000

Hmm. It seems to me you calculated the value to GOOGLE of the SERP position, that is, you calculated the cost of an equivalent number of pay per click ad clicks. But that is likely to be far different than the value the cosmetic surgeon would derive from those clicks. And that’s the real number any search marketer or small business owner is seeking. If none of the click turn into customers, then the doctor will not put much value in the ranking other than ego boost. If the clicks do turn into customers, then a much more compelling number for the doctor would be the revenue generated by those clicks. Just go a few steps farther and figure the conversion to lead or call and the conversion to actual purchase of costmetic surgery and you’ll have an even more compelling number – a bottom line number that the doctor can definitely relate to.

By: Maynard Greene

Maynard Greene — Tue, 06 Apr 2010 00:01:17 +0000

Wow this is a really great formula. I like it. thanks.

By: Kirill Liberman

Kirill Liberman — Fri, 02 Apr 2010 13:13:30 +0000

Great post, Ed. Very helpful. I really like your formula and that you are estimating conservatively. Great approach to valuing a KW-oriented organic SEO strategy vs PPC.