Google has revealed another card in its hand. Clearly they are revealing CTR (its about time). For those that know me well, I've been pounding the table on Google's Quality Score coming to SEPRs.
PPC's QUALITY SCORE IS THE KEY SCORING SYSTEM TO ORGANIC SERPS.
Quality Score in PPC is made up of:
* CTR (Click Thru Rate)
* Relevancy
* Page Load Speed.
Months ago, when Google webmaster tools showed us our site speed (incl site speed relative to all sites) Google gave us a clue that Page Load speed is important to them. I was hell bent to Get Fast or Be Last! Now, google is telling us that CTR is so important that they are willing to reveal inner data to help us improve our sites. Smart. Damn Smart.
Here comes Relevancy!
Do you sell Used Pontiacs in Pittsburg? Does that request land on your USED PONTIAC PAGE??? Do you have a used Pontiac page? Relevancy of the SERP that links to the IDEAL page is not going to be easy. From my seat, it's all about site architecture and content. This will produce some BIG differences in SERPs. And that will make some web vendors very rich and other vendors very poor.
Other key factors in the mix:
* Value-add (do you bring depth to the visitor experience aka: time on site/avg pages seen)
* Topicality (how "fresh" is your site)
* Reputation/Brand (Brand is BIG at the Goog)
