Relative worth of position

[gothwalk]

I'm trying to calculate a few metrics for the marketing folks here. It's obvious that position 3 on the results page for search term A is better than position 12 for search term B - but if there are only 200 searches for A per day, and 20,000 for B, that's not so convincing.

Are there figures anywhere that calculate the "worth" of a particular position? Even a ratio based on position 1 would be helpful, so that, hypothetically, position 3 delivers 70% as much traffic as position 1, position 8 delivers 20% of position 1, and position 12 delivers 2% - or whatever.

 

[RedCardinal]

I have a posting on my blog based on the AOL data and you can find a small calculator over on Position and Clickthrough Tool which is also based on AOL data. Might help you.

 

[gothwalk]

I have a posting on my blog based on the AOL data and you can find a small calculator over on Position and Clickthrough Tool which is also based on AOL data. Might help you.

That is eminently useful - thank you!

 

[EdenWeb]

I'm trying to calculate a few metrics for the marketing folks here. It's obvious that position 3 on the results page for search term A is better than position 12 for search term B - but if there are only 200 searches for A per day, and 20,000 for B, that's not so convincing.

It's possible that A-word searchers are more qualified / better calibre of buyers than B-word searchers.

Also, you should be optimising specific pages for specific keywords. IE there's no reason for this to be an either/or situation if you want both.

At the very least - try some some testing. Set up an Adwords campaign too and target the two different variations and see which convert to 'buyers' best.

Can of worms...

 

[gothwalk]

It's possible that A-word searchers are more qualified / better calibre of buyers than B-word searchers.

Also, you should be optimising specific pages for specific keywords. IE there's no reason for this to be an either/or situation if you want both.

No, no problems in that. I just want to be able to show the marketing folks a number that says "here's an approximate measure of the effect this could have on traffic" for particular changes or efforts.

At the very least - try some some testing. Set up an Adwords campaign too and target the two different variations and see which convert to 'buyers' best.

That would be nice, but the site is an online sportsbook, and Adwords don't deal with the likes of us.