UK Expert SEO

As some of you may remember Aol accidently let a load of data loose on to the internet ( http://news.bbc.co.uk/1/hi/technology/5255732.stm ) and some SEO’ers have made some good use of this - including me !
I would love to say that I crunched the original data, but that credit goes to http://www.jimboykin.com/click-rate-for-top-10-search-results/

However I have done a little data manipulation of my own….the reason is becasue i use a programme called web ceo, which has a ‘ranking score’ formula whicih helps me get ‘clean metric’ for how one web site is doing against anotehr for a standard set of keywords. In many cases this is not important, but when you are putting business cases together, or your trying to make things simple for decision makers, having a simple number makes thing far simpler.

the other point about this data is that ‘winner takes all’ - as you can see from this pie chart !

Formula adjustment for top 20 rankings - their importance is based on the percentage of clickthroughs per position - so if 1 = 100%, then No 2 = 28% because it only gets a 3rd of the trafic of No1.

Where I find this data extremely useful is when i’m building a business case, so I would use overture, pick my keywords, multiply them by 3.5 to get the complete UK search volume per month and then run these numbers through my percentages to work out how much traffic we can expect per position on the rankings.

Pie chart showing relative amount of clickthrough per position on a typical search engine rankings page