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Why does Google seem to value them more than an actual lawyer website for certain searches? Philip, do you have a new study in the works? I'd like to see the trend from through the end of for mobile CTRs. Hey Douglas, we have a tool that we update with recent data. I just wanted to add that I came across this article after doing something very similar for some of my clients. However, one thing I noticed that was not mentioned and so I thought I would add is that I actually tend to see a slight bump in the CTR at position Although this changes, I was thinking that this could be from people scrolling down to the bottom of the results and looking in reverse order.
Especially on mobile! I, for one, appreciate the time and effort it took to realize this study and post it for all to read. I find your methodology acceptable for its purpose. I don't think anyone on this thread would argue that ranking on the first page will drive more traffic than a lesser ranking.
The thought is interesting and has crossed my mind many times.
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Or for that matter the conversion on these same two sites during the month of July versus December? And it doesn't stop there. Few clients understand that increased traffic by itself means absolutely nothing -- in some instances it only results in a higher bounce rate. Thank You Philip.
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Thanks for this study Philip! What do you think? These are usually associated with a brand search and they appear after the 6 site links that Google shows after the first organic result for these types of queries. I believe it's safe to assume that people would either click on the first result, one of the 6 site links or search within that site, so the CTR would be the same as for a branded keyword in this case.
Unfortunately there is no way to measure this right now. Not with the data that Google makes available.
What really surprises me is that there is not a significant drip off between CTR between the send and thirs pages. Also really surprised that in desktop searches CTR for position I can not for the life of me. I mean when you go to page 3 you are going really deep into search results. I like the questions, and it is something you need process before starting on an SEO campaign. How much traffic would I actually get if I rank on the first page? Is it worth my time trying to rank above the fold?
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How much more traffic will I get if I rank first in the organic results? How will that traffic convert? It is fun to try and calculate it but there are so many variables. Like many things your conclusion rests on the quality of the data and the conclusions you draw from the data. Will a search engine provide these results? Changing the subject a little I remember years ago trying to use the estimated traffic tool in Adwords.
Google supplied that data.
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Look how inaccurate that tool was and still is despite the "changes" made to it to become more accurate. Bottomline: the organic CTR will decline steadily over the years because Google is always looking for a way to increase their ADwords revenue. Look at the changes of ranking Algorithms and the changes in organic search results.
Look at PLA's and tell me that they did not take away from organic clicks. The answerbox is another one. If there is a way to increase Adwords revenue they will do it and at the expense of free organic traffic. In the 90's man could survive on SEO alone. I did not mind putting all my eggs in one basket, because it was easy to own the "basket" err Google. Philip, Thanks for the article. I am surprised actual Ad copy does not get a mention in relation to CTR. It is the easiest uplift on CTR I get for clients.
Did you come across any statistics on CTR relating to good copy on Ads as distinct from bad copy? This study has been focused only on organic results as the data is coming from GWT. However, there is a section in the study that tackles how ads affect the CTR of organic results.
Great article! Once, just days after the new Panda developement, I wrote an article based on my own penalization.. It was called " All about CTR ".. It's not about what's in the article, but it may interest you. It's in Italian, buy Google may translate it for you :. You wrote "Let's see an example for an unbranded keyword with a volume of 1, searches per month where you rank first in the organic results with no ads above you:. How much you suggest to discount the This is a great Case Study. I will implement your study in future SEO experiments.
This is why people are always frustrated applying these types of curves to real-world data, because the estimates come out way too high. I covered the whole thing in this article and included a spreadsheet for estimating organic traffic, which I calibrated against real-world results - it's worked pretty well for me, although I'm sure it could use some updating. The lower numbers also roughly correspond with the paid search curves Richard Stokes shows in his "Ultimate Guide to Pay Per Click Advertising" - which makes sense since Paid Search and Organic are basically the same thing - ordered lists of headings and descriptions.
This study only addresses the organic CTR, but you're right, there are features in the SERPs such as ads, answer boxes, carousels, etc. Thx Andy. Will definitely check out the full PDF too, thanks Philip! And every time we do that, we are left with some big questions in our minds: How much traffic would I actually get if I rank on the first page? Sounds like something you would be interested in? Previous CTR studies This is not the first study of its kind. Here is a comparison of the Click Through Rate for each study: It's important to emphasize the major differences in the methodologies applied for each study, as they are the main ingredients responsible for the dissimilarity of the results: It's worth noting that the studies conducted by Mediative former Enquiro and Chitika, have been executed through unique methods that cannot be truly compared to any of the other studies.
Also relevant for a comparison is how CTR is defined for the other three studies previously conducted: Optify defines CTR as "the percentage of users that clicked on each position, given that a user clicks on a top 20 organic ranking. So why a new study? Unique This study is unique because we have segmented the queries to be able to see how the CTR is affected by different types of searches. For example, we have segmented the keywords by category industry , search intent, number of words long tail and whether the keywords are part of a branded search or not.
Another important section of this study is trying to find out what impact some features that appear in the SERP such as ads have on the organic results CTR. Accurate To make sure that we get relevant and accurate results, this study is based on search data coming from Google Webmaster Tools for Transparent This study was intended to be as transparent as possible.
Thus, we have included our step-by-step process below so you can see how we arrived at our results. More than that, we also decided to give away the entire set of data so you can do your own research. To protect our clients, the actual keywords have been anonymized in the data set.
Up to date As we have seen with previous studies, the organic CTR changes in time due to various factors. It can be affected by the holiday season, or by more features that are constantly being added in the SERPs. This is why we decided to transform the initial study into a free tool that anyone can use to segment the data and watch how the CTR changes in time.
Our methodology Here's how we obtained this data in case you want to do a similar analysis for your own websites: Download average search query data from GWT The initial data was obtained from Google Webmaster Tools GWT with the default filter: Web.