Jon’s In Waikiki (AKA The Waikiki Marketer)

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Search Engine Marketing Truism: CTR Is NOT The End of The Road

October 15th, 2008 · No Comments

CTR (Click Thru Rate) is a good indicator of success, but it’s not foolproof. If you don’t check other indicators, you might be fooling yourself. You think all’s well and it ain’t. What’s the solution?

The solution is that you need to take it to the next level. You have to track the results. The dot com bust was a result of this belief in one piece of data over all others. They believed in traffic, at the expense of any real income or profit. If you focus solely on CTR, you might be making the same mistake.

You must examine those keyphrases you’re targeting, whether that’s for SEO or an AdWords campaign, and see if they’re producing response. Your response will vary according to what you’re after, so that could be a sale or a client lead.

I can say from personal experience that keyphrases that were giving my clients excellent CTRs had to be eliminated. They were not producing response – a lot of traffic, but little to no sales. They were targeted as far as being on topic, but they didn’t produce.

Again, CTR can be a great indicator of SEO or Pay-Per-Click performance, but going by that alone can hurt you. Take it to the next level – test and track your optimization/marketing.

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Tags: · Google · search engine marketing · SEO · SEO Tips · yahoo

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