Recently there was much online hype with AOL making public its search data for the period of three months. AOL tried to correct this mistake by withdrawing the data asap, but search marketers were fast to grasp the value of the information and make it available online - you can download the AOL search data here. In fact I have seen free and useful online tools based on this data. See a sample here.

No doubt, the information is a great keyword list for search marketers – 100% authentic and 100% free. And remember that AOL uses Google search results. So, in fact we wee granted Google search results for the period of three months.

One of the conclusions I particularly find useful is the analysis of click rate depending on your position in a search engine:

Total Searches:9,038,794
Total Clicks: 4,926,623

Click Rank1: 2,075,765
Click Rank2: 586,100 = 3.5x less
Click Rank3: 418,643 = 4.9x less
Click Rank4: 298,532 = 6.9x less
Click Rank5: 242,169 = 8.5x less
Click Rank6: 199,541 = 10.4x less
Click Rank7: 168,080 = 12.3x less
Click Rank8: 148,489 = 14.0x less
Click Rank9: 140,356 = 14.8x less
Click Rank10: 147,551 = 14.1x less

Summary: While reading articles, forum and blog posts on AOL search data release I got astonished at how quick online marketers were to react. Yes, I was more struck with this instantaneous reaction than with AOL blunder and value of the available search data. It took no more than a few days to dissect and analyze that amount of the data, to develop tools and post them online.

Some marketers have published
entire series of their analysis results and conclusions (check the archive).

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