When Compete.com launched with credits-based pricing well over a decade ago I felt like a kid in a candy store using their competitive research tool. Recently Compete.com announced they were shutting down, but many of the link analysis & competitive research tools which leverage scraping have also started licensing clickstream data from sources like Clickstre.am & JumpShot.
These sorts of features add a lot of value to traditional keyword tools, as they can highlight the CTR on ads vs organic results & show if people click on anything after they search for a particular term.
When I read Ahref’s recent blog post about integrating clickstream data I got that same kid in a candy store feeling I got when I first used Compete. Some highlights…
- their keyword database contains over 3 billion keywords
- they offer localized search volumes
- searches with clicks vs searches without clicks
- clicks per search
- repeat searches metric
- organic vs ad clicks
As an example of how the searches with clicks feature is helpful, consider Google’s recently announced RGB conversion feature
In that image you can see how the feature displaces the result set.
What’s cool about the Ahrefs feature is you can also see what sort of impact that feature has on click volumes.
After 1 month, 20% of the searches for [RGB to HEX] no longer had any clicks to an external website.
On the second month it looks like the “no click” rate was closer to 7%, so perhaps some of the initial additional search volume was driven by people searching for the related keywords after blogs covered the new feature.
But the nice thing about the feature is you can see how the click rate changes over time as the feature evolves.
In some areas like weather Google ends up dominating most the user behavior with their in-SERP feature.
About half of all weather keyword searches do not click on any listings. And then of those which do click, about 20% of people click on an ad.
That means the potential organic click volume…