Tuesday, July 13, 2004
Search Engine Report Shows Click Thru Data for Positioning
My coworker, Andy Beal posted an entry today on his blog about a click thru report that was released and showed data about click thru ratios for search engine results. The report was good and fine and gave some data with regards to where you're site shows up and what you can expect for a click thru rate and broke these down into AdWords (Google Only) and natural search result listing (again Google Only). I posted some comments about the data included, or shall I say excluded, from the report. I'm putting those comments up here as well so you don't have to hop over to sel unless you really want to.
Jason Dowdell's Comments on Search Engine Marketing Data Analysis Report:
You know, I find it interesting that whenever someone does research and analysis of data with regards to ranking and click thru rate there are many key items left out of the report. Items like the market the keywords are targeting, the number of websites found for the query, and even the domain name structure of the result set. In my example below I'm going to place a (DNI) next to each item left out of this report. DNI stands for did not include.
For example: If you're looking for a hard to find product like a right handed antique doorknob conversion kit, chances are you're going to have to drill down into the results in order to find exactly what you're looking for.
In cases like this the result set is usually smaller(DNI), the domain names are often hosted on free sites and have multiple subdomains and directories (DNI), total number pages on each site currently in the search engine's index is usually fairly small and highly text based (DNI), etc... All of those are factors that affect click thru rate and oh I almost forgot, where in each result set the keywords actually appear (DNI).
My point isn't to bash anyone about putting out a great report but to point out the fact that we have a long way to go with regards to data mining in the search engine marketing field and I can't wait to help us down that path.
Jason Dowdell's Comments on Search Engine Marketing Data Analysis Report:
You know, I find it interesting that whenever someone does research and analysis of data with regards to ranking and click thru rate there are many key items left out of the report. Items like the market the keywords are targeting, the number of websites found for the query, and even the domain name structure of the result set. In my example below I'm going to place a (DNI) next to each item left out of this report. DNI stands for did not include.
For example: If you're looking for a hard to find product like a right handed antique doorknob conversion kit, chances are you're going to have to drill down into the results in order to find exactly what you're looking for.
In cases like this the result set is usually smaller(DNI), the domain names are often hosted on free sites and have multiple subdomains and directories (DNI), total number pages on each site currently in the search engine's index is usually fairly small and highly text based (DNI), etc... All of those are factors that affect click thru rate and oh I almost forgot, where in each result set the keywords actually appear (DNI).
My point isn't to bash anyone about putting out a great report but to point out the fact that we have a long way to go with regards to data mining in the search engine marketing field and I can't wait to help us down that path.
Posted By Jason Dowdell at 11:37 AM
Permanent Link: Search Engine Report Shows Click Thru Data for Positioning
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