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click-through rates by search position

Stop Obsessing with First Page Rankings

There’s nothing more annoying than getting hammered with spammy emails from people (often in India) promising first page rankings. Ok, well I can think of a few more annoying things, but from an email spam perspective those are near the top. Problem is, as I stated in my 2015 predictions, I don’t think these spammers will go away any time soon. But I don’t want to focus on these spammers, or their competency, in this article. I’ve already done that in the past. Instead, I want to focus on their promise itself: first page rankings.

Should I focus on first page rankings for my keywords? Your instincts will tell you “yes of course,” but recent data has shown that there’s value to being on page two, and even page three! In fact, there may even be more value being on the top of page two than the bottom of page one!

A recent article from Moz highlights click-through rates for various search positions. Unlike in years past, where you could see fairly sharp drop-offs after position #1, as well as the top 3, 2014 data is showing a much smoother transition to the lower ranks of page one.

Image & data from moz.com

Image & data from moz.com

If we broaden this data from Moz to examine click-through rates beyond the first page of results we’ll see even more staggering data. That’s right, the position at the top of page two is getting more clicks than the bottom position on page one!

2014 click-through rates top 3 pages

Image & data from moz.com

It’s worth noting that this NetBooster study consisted of 54 unique brands, over 311 million impressions, and over 65 million clicks. These numbers appear high at first glance, but it’s a small sample size of the total number of searches done in 2014. That said, the sample size is large enough to provide value.

Two additional variables to consider are: the rise in mobile device usage (and searches) and the size of your brand. Mobile searches, which Google predicts will surpass 50% of all searches in 2014, showed very similar click-through rates to desktop searches. Despite having a smaller screen size, searchers have no problem scrolling below the fold and even on to page two.

I did some research on my own to try and confirm these findings. After examining one of my larger clients I found that they had a click-through rate of 5.15% for pages ranking on page two. This is even higher than the page two click-through rates found in the NetBooster study. You can test this yourself in Google Analytics under Acquisition > Search Engine Optimization > Queries and then filtering the results based on ‘average position’. You’ll have to have Webmaster Tools enabled, and you’ll only get data for the last three months, but it’s still very valuable information.

page 2 click-throughs

What’s responsible for this shift in click-through rates? One possible explanation for this movement in 2014 is that consumers are becoming more savvy with their searches. They’re willing to look beyond the top results (which are often ads) to find more relevant information. It may also signify an unhappiness in Google’s search results, but that’s speculative.

So how should this influence my SEO tactics moving forward? For starters, stop obsessing with being on page one or in the top three. Instead, think about developing quality content that touches on long-tail keywords. Also, as I’ve mentioned in previous articles, avoid over-optimization. Specifically, don’t keyword-stuff your title tags and meta descriptions. Write catchy, useful titles and meta descriptions because these are more likely to generate clicks.

To learn more about SEO check out our category of articles here. If you need help with your practice’s marketing in 2015 then leave Turbo a message here or give us a call at 877-673-7096 x2.

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Monday, October 25th, 2021
3:45 am

TRBO ADvance is a multichannel digital advertising and marketing agency specializing in Medical Beauty. We combine great design, cutting-edge technology, and proven business strategies into a clear message powerful enough to propel practices forward.

Our Services

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings.

We transform your business while you transform your patients. 

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients.

Our web design brings beauty to life through innovation and ever-changing technology.

Our expertly crafted email marketing campaigns help you reach your patients on a whole new level. With today’s fast pace, timely communication keeps warm leads warm, helps patients stay informed about your practice, and saves you invaluable time.

Retain existing patients and bring in new, prospective patients easier than ever.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients.

Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves.

We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients.

We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past.

We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

As a gateway to potential patients, social media engagement is a major component to building successful branding for your practice.

Interactive information and educational exchanges with prospective clients can increase your website traffic and your reach, so you can connect, build trust, and increase your digital footprint.

SEO
Web Design
Email Marketing
Conversion Services
Creative Direction
Strategic Consulting
Digital Media Advertising
Social Media

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We transform your business while you transform your patients.

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients. Our web design brings beauty to life through innovation and ever-changing technology.

Our expertly crafted email marketing campaigns help you reach your patients on a whole new level. With today’s fast pace, timely communication keeps warm leads warm, helps patients stay informed about your practice, and saves you invaluable time. Retain existing patients and bring in new, prospective patients easier than ever.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients. Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves. We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients. We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past. We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

As a gateway to potential patients, social media engagement is a major component to building successful branding for your practice. Interactive information and educational exchanges with prospective clients can increase your website traffic and your reach, so you can connect, build trust, and increase your digital footprint.

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We transform your business while you transform your patients. transform your business while you transform your patients.

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients. Our web design brings beauty to life through innovation and ever-changing technology.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients. Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves. We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients. We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past. We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

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