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In a post by Neil Walker,Google Organic Click Through Rate (CTR), a great analysis was given to help get the estimated visits from organic search results.
The magic number is of great fond to me. Yet I’m insterested in a research outcome that helped Neil conclude.
In his research, Neil found below click through rates as related to query length (for No1 in SERP):
One-letter keyword: 43.39%
Two-letter-keyword: 38.23%
Three-letter-keyword: 41.06%
Four-letter-keyword: 59.37%
Five-letter-keyword: 70.76%
The five-letter keyword gets the highest CTR. Why? Because when people type a five-letter word, they are
1. Familiar with it
2. Ready to see the result they wish to see
3. Ready to take actions
This graph also demonstrates the pattern that people search.
Step 1, they want to find out something and turn to Google(or Yahoo, Bing, etc).
Step 2, they don’t know exactly how to find out the result so they just type a one-letter word, which is very generic.
Step 3, search engine bring forth the result and people either just scan the result page or click 1 or 2 sites in order to gain first ideas of what they just searched and how the search results come out.
Step 4, when they have a outlook of the result, people tend to search some more. They may try two-letter word, three-letter word. Or they may go directly after four and five-letter words, depending on the difficulty of the search and the knowledge that they have.
Step 5, when they try four-letter word or five-letter they are ready to take actions, which may be orders,email,downloads,etc.
Obviously targeting people at step 5 may be very wise and fruitful.
So, here’s the question that faces us all:
Do we want a mass of untargetted visitors or fewer but highly targeted visitors?
Every business is different. And every SEOer may have their own choice.
No matter what, Neil’s research may be a great help and inspiration to us all.
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