Do you know the relationship between Google results for a person or topic and web traffic for that topic?
Do you know of any rough guidelines for how Google results translate into webtraffic for a topic or person with that name? For example, when you type in "greg lemond" [the bike racer] in Google’s search bar, it shows 277,000 results and GregLeMond.com is the first website listed. Is there any way to guess how many hits his website gets [a month, a week, a year or any other time period] and what that relationship between the results and webtraffic might be [of course this would be a rough guideline]? If you don’t know the "answer," but you have a suggestion[s] for how I could find out that would be much appreciated. thanks!
Marshall
Good question. Unfortunately, there is no one (free) tool that can give both keyword search volume and web site traffic estimates, but if you combine several tools it should give you a better idea of how much traffic a web site gets for a particular ranking in the search engine results pages (SERPs). To solve this problem, we’ll first need to use tools to get search volume and seasonality. Then we’ll need to use tools to get web site traffic estimates. Finally, we’ll need to apply learnings from eyetracking studies to understand what percentage of web site traffic each listing in the SERP gets, and apply that to our site traffic estimates.
It gets to be a complex problem and one that I can’t solve accurately in the time I have to answer this question. However, to illustrate, we would use a keyword tool like Keyword Discovery or WordTracker to estimate average monthly search volume for the keyword "greg lemond":
WT: 6600
KD (global premium):80
The wide variance between both of these numbers is due to the databases of the keyword tools and the seasonality of the keyword, which peaks in summer according to Google Trends. However, if we take either of these and apply the Cornell SERP study to them, we can say that 56% of those searches will go to the first listing on the page. Using one of the estimates, we can see that if there were 6600 searches in a month for "greg lemond", 56% or 3696 would have clicked on the first listing, 13% or 858 would have clicked on the second listing, 10% or 660 would have clicked on the third listing, and so forth.
We can then compare these figures to web traffic estimators like Quantcast, Alexa and Compete to see how accurate our estimates are.
Keep in mind, in this case the process would be more complex because of the seasonality of the keyword; but that gives you the methodology to be able to get estimates for search traffic on your own.
Thanks for the question, and best of luck!
Best,
Bryson
p.s. If you have deep pockets, comScore qSearch or Hitwise can provide fairly accurate estimates of web traffic without any math.
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http://www.thinkbigandgrow.com/values/ppcwebspy
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