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The fallacy of CTR as a KPI: Redefining PPC ad success

Search Engine Land

Click-through rate (CTR) is a cornerstone metric of PPC marketing. Calculated as the percentage of people who click on an ad after seeing it, CTR is often treated as a key performance indicator (KPI), commanding disproportionate attention and optimization efforts. For location-based businesses, this irrelevant traffic skews CTR data.

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How to prepare for Google SGE: Actionable tips for SEO success

Search Engine Land

Theories on SGE’s potential traffic impact SGE will undoubtedly impact organic search, with both positive and negative consequences, if it launches as it currently stands. Great product images will likely have an impact on CTR, just like a good thumbnail on YouTube or attractive images in general. Things to avoid.

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How search query length is shifting in the LLM era: Insights for brands

Search Engine Land

31, 2023): During this data range, consumers are now exposed to LLMs and may have begun altering the way they interact with search. 1, 2024–May 31, 2024): Gemini launched on Dec. This bucket helps keep the months clean, but now with Google’s product fully launched, this would be the most “advanced” they could be given the date range.

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Google Bard early look: What we’re seeing so far

Search Engine Land

pic.twitter.com/WrNEeufoc3 — Greg Sterling (@gsterling) March 21, 2023 The same query (“handyman in 94118”) produced three different drafts with minor overlap. Bard says Google uses CTR for ranking. ” Bard: “Yes, Google uses CTR as a signal to classify websites.” So is this a hallucination?

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How Search Generative Experience works and why retrieval-augmented generation is our future

Search Engine Land

Sidebar : Bard’s output has gotten a lot better since launch. How Google’s Search Generation Experience works (REALM, RETRO and RARR) The market believes that Google built SGE as a reaction to Bing in early 2023. The 30-45% click-through rate (CTR) for Position 1 will likely drop precipitously. Now I'm seeing a range of 1.8

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Beware of anti-SEO studies that misguide your marketing strategy

Search Engine Land

Google Trends shows a 41% decrease in brand search volume for “SparkToro” in 2024 from 2023. ” Search volume for the keyword “audience research tool” started to grow after SparkToro launched in 2018 and increased by 33% in the past year. These are the telltale signs of an emerging category.

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How will generative AI impact website rankings and traffic?

Search Engine Land

Here’s a ballpark estimate: AI results in 6x searches per day AI leads to a 60% decrease in average CTR This could lead to a 30% reduction in organic traffic Every single website is going to feel the pain. Gilad David Maayan , CEO and Founder of Agile SEO, analyzed traffic drops for 23 websites after Google’s AI Overviews launched.

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