30 Jul '14, 6pm

Why Dynamic Sitelinks Will Decrease Your CTR by @AndrewLolk

Good points here. Of course, Google has no concern for short term profits if it would stand to harm the overall user experience in any way … they’ve demonstrated this philosophy time and time again. Regarding the heretofore 10% CTR increase, I’d have to argue that it can’t just be a theory – you’re mathematically correct. Adding sitelinks leads to an average CTR increase of 10% – which has to be on the basis of sharing the page with advertisers not showing stelinks. If every ad on the page is running sitelinks, than every ad is “entitled” to the same 10% increase in CTR, effectively nullifying the 10% increase for everybody (of course other variables like ad position will regulate and still have an impact). If this same scenario would to play out on every SERP, the increased CTR for the savvy (and now disgruntled) advertiser would have to be mathematically void. It’s inter...

Full article: http://www.searchenginejournal.com/dynamic-sitelinks-will...

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