{"id":8646,"date":"2016-04-18T17:30:35","date_gmt":"2016-04-18T15:30:35","guid":{"rendered":"https:\/\/internetrepublica.com\/?p=8646"},"modified":"2016-08-16T13:10:20","modified_gmt":"2016-08-16T11:10:20","slug":"impacto-seo-los-cambios-google-adwords","status":"publish","type":"post","link":"https:\/\/internetrepublica.com\/blog\/impacto-seo-los-cambios-google-adwords\/","title":{"rendered":"Impacto SEO de los cambios en Google AdWords"},"content":{"rendered":"

\"Impacto<\/p>\n

Durante las \u00faltimas semanas se ha hablado mucho del cambio realizado por Google al aumentar hasta 4 el n\u00famero de anuncios de Adwords que se pueden llegar a mostrar, eliminando todos los anuncios de la parte derecha, dejando \u00e9sta exclusivamente para los anuncios de Google Shopping (cuando haya 4 anuncios).<\/p>\n

\"Ejemplo<\/p>\n

Tambi\u00e9n se han hecho bastantes an\u00e1lisis del impacto de estos cambios, aunque centrados en el punto de vista del anunciante<\/a>. Pero, \u00bfqu\u00e9 impacto tiene todo esto en el SEO? Para intentar arrojar algo de luz sobre el tema, en Internet Rep\u00fablica hemos realizado un estudio para medir el impacto de dichos cambios en los resultados org\u00e1nicos.<\/p>\n

\u00bfC\u00f3mo se ha realizado el estudio?<\/h2>\n

Como punto de partida, hay que tener claro que no en todas las b\u00fasquedas van a aparecer 4 anuncios antes de los resultados org\u00e1nicos<\/strong> y que s\u00f3lo aparecer\u00e1n anuncios de Google Shopping en los casos en los que la b\u00fasqueda sea un producto. Esto supone que los principales afectados por este cambio son los e-commerce<\/strong>.<\/p>\n

Teniendo estos hechos en cuenta, para poder medir c\u00f3mo ha afectado este cambio a los CTRs de los resultados org\u00e1nicos buscamos un conjunto de palabras clave\u00a0de productos que se venden online<\/em> con un ratio de competencia en Adwords muy elevado. Otro requisito necesario para el estudio es que en nuestros datos no hubiera variaci\u00f3n en la posici\u00f3n media para dicha palabra clabe,\u00a0ya que es vital excluir aquellas variaciones que est\u00e1n motivadas por un cambio en la posici\u00f3n.<\/p>\n

Conclusiones<\/h2>\n

Las conclusiones del an\u00e1lisis son las esperadas, el CTR SEO desciende de forma generalizada una media de un 14,49%<\/em>, siendo mayor la ca\u00edda seg\u00fan bajamos en los rankings de resultados:<\/p>\n

1\u00aa posici\u00f3n: -10,98%<\/span>
\n2\u00aa posici\u00f3n: -19,98%<\/span>
\n3\u00aa posici\u00f3n: -12,71%<\/span>
\n4\u00aa posici\u00f3n: -38,9%<\/span>
\n6\u00aa posici\u00f3n: +5,52%<\/span>
\n7\u00aa posici\u00f3n: -22,44%<\/span>
\n8\u00aa posici\u00f3n: -13%<\/span><\/p>\n

Por tanto, se puede concluir que con estos cambios es pr\u00e1cticamente imprescindible tener la primera posici\u00f3n SEO para este tipo de b\u00fasquedas, ya que es la posici\u00f3n menos afectadas por los cambios.<\/p>\n","protected":false},"excerpt":{"rendered":"

Durante las \u00faltimas semanas se ha hablado mucho del cambio realizado por Google al aumentar hasta 4 el n\u00famero de anuncios de Adwords que se…<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[119],"tags":[],"class_list":["post-8646","post","type-post","status-publish","format-standard","hentry","category-seo"],"yoast_head":"\nImpacto SEO de los cambios en Google AdWords - Internet Rep\u00fablica<\/title>\n<meta name=\"description\" content=\"A trav\u00e9s de un estudio analizamos el impacto de los SERPs con 4 anuncios y Google Shopping en el SEO, compartiendo con todos los datos de los resultados.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/internetrepublica.com\/blog\/impacto-seo-los-cambios-google-adwords\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Impacto SEO de los cambios en Google AdWords - 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