The following guest tip was provided by Umair Asif.
While Google Adwords Keyword Tool is a great resource to evaluate the number of searches for a keyword, I assume that a majority of webmasters do not realize how easy it is to inadvertently distort calculating the amount of traffic for a keyword. The reason for this posting is to clear a common misconception regarding the amount of searches for a given keyword and actual clicks on the Search Engine result page.
Simply, if Google Adword Keyword Tool gives you 100,000 total monthly searches for a given keyword don’t necessarily means that 100,000 unique users will click on a search page. You may yourself experience that many times you do not click on the result after typing a certain query. Moreover there are times when you may click on Back button or simply type in the URL after finding something interesting.
Here I am going to address the question, how many users actually click on SERP (search engine result page).
Global Monthly Search Volume for the term ‘website marketing’ using Exact match type has approximately 60,500 searches per month across Google network. This means approximately 2,000 per day. Now, let us estimate a probable click through rate on Search Engine Result Page.
Here are estimates based on popular studies from prominent researchers, constituting large amounts of data sample.
1. Janson Study: From nearly 7 million queries, 35% never clicked on a result. This means a CTR of 65%.
2. Microsoft Study: Two different results of 78% and 58% CTR for common queries.
The above results should not be taken for granted but the do provide an insight into the behavior of users which can help webmasters better estimate traffic from a given keyword.