We analyzed 5 million Google search results to better understand the organic click rate
We first analyzed the CTR data on 874,929 pages and 5,079,491 search queries.
Next, we examined the impact of factors such as the length of title tags, sentiment, and meta-descriptions on organic CTR
. Using data provided by ClickFlow we were able to obtain CTR data from several different Google Search Console accounts.  So without further ado, let's see the results.
Here is a summary of our main findings:
1. The # 1 result in Google's organic search results was an average CTR of 31.73%.
2. The organic result n ° 1 is 10 times more likely to receive a click compared to a page located at point 10.
3. The organic CTR for positions 7 to 10 is virtually identical. Therefore, moving a few points at the bottom of the first page may not generate more organic traffic.
4. On average, increasing one place in the search results, the clickthrough rate (CTR) increases by 30.8%. However, it depends on your destination. Moving from position # 3 to position # 2 will generally result in a significant increase in the CTR. However, moving from position 10 to position 9 does not make a statistically significant difference.
5. Title tags with a question have a higher CTR of 14.1% than pages without subject matter.
6. Title tags between 15 and 40 characters have the highest CTR. According to our data, pages with a title tag length between 15 and 40 characters have a higher CTR of 8.6% compared to those outside this range.
7. URLs containing a keyword have a click rate 45% higher than URLs that do not contain a keyword.
8. Adding "powerful words" to your title tag can reduce your CTR. We found that titles with powerful words had a CTR 13.9% lower than titles that did not contain powerful words.
9. Emotional titles can improve your CTR. We found that securities with a positive or negative feeling improved the CTR by approximately 7%.
10. Writing meta-descriptions for your pages may result in a higher CTR. Pages with a meta-description generate 5.8% more clicks than those without a description.
I have data and detailed information from our analysis below.
The # 1 result in Google gets 31.7% of the total Clicks
The initial objective of our study was to establish CTR benchmarks
Using our full set From data of about 5 million results, we found that the result # 1 had the highest CTR (by far).
We also observed a sharp decline in the CTR from the 2nd page of the results.
In fact, only 0.78% of Google searchers clicked on an item on the second page.
This CTR trend is consistent with other industry studies of CTR, as this one from Advanced Web Ranking .
Since the CTR from the 2nd page is extremely small, we wanted to focus on the first page. c & # 39; is. So we redid this analysis with data excluding the results on page 2 and following. We also eliminated queries that could skew the results with an abnormally high CTR (trademark queries, for example).
After analyzing only the results of the first page with this subset of data, we found that the result # 1 in Google has a CTR of 31.7%.
Here is the complete breakdown of the CTR for the organic results of the first page of Google:
However, this increase in the CTR is not distributed evenly. Not even close.
The impact of progression in SERPs on CTR varied considerably by position.
For example, going from positions # 9 to # 8 will result in 5% more clicks. No huge difference.
However, moving from 6th to 5th place results in 52.6% more clicks.
Take-Out: Increase the number of clicks. Google will increase your relative CTR by an average of 30.8%. However, this increase varies considerably depending on the position. We found that the largest increase in CTR occurred from No. 6 to No. 5, which resulted in an absolute CTR increase of 52%.
Most websites get 8.1 clicks per query
We also reviewed all queries. indicated in the Google Search Console, how many clicks were generated.
First, we discovered that most queries for which a site ranks in Google generate very few impressions.
This suggests that most keywords for which a site ranks are long keywords with low search volume. Or that the site does not rank very well for these terms. Or both.
And probably because of the low number of impressions, most queries generate a small number of clicks (8.1 per query).
. To remember: "The ranking for keywords X" may not be a measure of SEO of great value. This is because most pages rank for keywords with low search volume. Most impressions and clicks usually come from a relatively small number of queries.
Question titles have an average CTR
We compared the average CTR between titles with and without questions. 19659003] (We defined a question as a title using the words "How, why, what, who," or a title with a question mark.)
We found that the clickthrough rate of the questions bearing securities was 14.1% higher than the unquoted securities.
Here is the complete detail of the CTR among the top 10 results.
This conclusion is consistent with the main studies on CTR, such as that of published in the journal Social Influence .
Questions can improve the CTR because, when someone searches for something in Google, he essentially seeks an answer to a question .
(after all, they call "requests").
And using a title question can confirm to the reader that your result contains the answer to their exact question.
For example, I used a question title on this page optimized around the term "nofollow". link ".
According to my GSC data, this page has a CTR of 29.2%.
Most Internet users are looking for a broad term like "nofollow link" wants to know What a nofollow link is actually . And the title of my question shows that my results will give the researcher the answer he's looking for.
Remember: Title tags based on questions have a higher CTR of 14.1% compared to titles that are not questions.
Title tags with 15 to 40 characters have the best clickthrough rate
What is the ideal length of title tags? Do you have to keep your titles short and sweet? You can also use long titles containing a lot of information about your content?
According to our data, you want to aim somewhere in the middle.
Specifically, we found that titles between 15 and 40 characters had the highest organic CTR.
Although long title tags have an advantage in terms of natural search (longer titles = more keywords), this can be partially offset by a lower organic CTR.
In fact, Etsy tested many variations of title tags as part of a large-scale SEO experiment. And they discovered that "it appeared in our results that shorter title tags gave better results than longer brands."
better in Google because of query matching. However, according to our analysis, the CTR could also explain why short and medium titles work best.
Remember: Title tags between 15 and 40 characters have the best organic CTR. Titles within this range have a higher average clickthrough rate of 8.6% compared to those outside this range.
Keyword-rich URLs are correlated to a much higher CTR
We wanted to know if keyword Rich URLs have a positive impact on the CTR.
For example, let's take someone who is looking for "weekend trips". Would a URL like travel.com/weekend-trips have a CTR greater than travel.com/travel-page ?
To perform this analysis, we looked at each of the search queries, compared them to the URLs, and provided a similarity index between 0% and 100%.
A value of 0% means that the two words are not at all similar, whereas a value 100% means a perfect match. We ignored all punctuation and symbols. We also treated some words as identical (book vs. books, cake vs. cakes, etc.).
Indeed, we found a strong correlation between keyword-rich URLs and organic CTR (p value = 0.01)
Although a perfect matching of the query keywords gives the highest CTR, our data show that a URL that partially matches a query can also result in a significant increase in CTR.
 The Google Search Engine Optimization Guide reminds webmasters that the URL of your page appears in the SERP. And they recommend you use "URLs containing words relevant to your site's content …".
and an article 2012 published by Microsoft . that "trusted domains" had a higher CTR in search engines than domains that people did not know well.
The theory behind this is that search engine users use the URL of a page to find the best correspondence for their request.
Idea to Remember: We found a 45% increase in the CTR of pages with a perfect match query (the full search query is in the URL) compared to a . non-match (no search query term matches the URL).
Powerful words can have a negative impact on click rate
Powerful words are specific words and phrases designed to bring out your titles, and in theory, get more clicks.
For example, Powerful words and terms like:
Our details have been recorded revealed that Power Words decreased the CTR% by 13.9%.
My theory about this is that, although power words are perfect for attracting attention on noisy platforms ( like Facebook), they can look like clickbait in Google's search results.
For example, look at the first 3 results for the keyword "how to write titles".
For a keyword like this, you would expect too large titles such as "How to write incredibly surprising titles". .
However, the first three results all use relatively moderate title tags.
Remember: Even though Power Words can work on social media, it can hurt your organic click rate. In fact, titles with powerful words have a CTR 13.9% lower than titles without powerful words.
Emotional Titles Can Increase Organic Click Rates
Our data suggest that emotional titles (positive or negative sentiment) have a higher CTR than emotionally neutral titles.
Specifically, we found that emotional titles had a higher absolute CTR of 7.3% compared to non-emotional titles.
We also found that negative and positive titles tend to work as well. By controlling other variables (such as rankings), stocks with a positive sentiment have a higher CTR of 7.4%, while stocks with a negative sentiment have a higher CTR of 7.2%.
For this analysis, we analyzed each word in the title for "text polarity." And each title is assigned a sentiment score based on the estimated negative or positive sentiment of the title.
For example, a title like this one is considered neutral.
And this title is considered positive.
Several studies of the industry, including that of BuzzSumo have highlighted a correlation between emotional titles and engagement.
However, I have not found any industry studies specifically addressing the relationship between emotional title tags and Google's organic CTR.
And at least, according to our data , emotional titles can ent make a higher click. rate in organic results.
Interestingly enough, although we have found that Power Words hurts CTR, emotional titles help the CTR.
This may be due to the fact that felt is a more nuanced measure than the presence or absence of a single word of power. In other words, it is possible to write a title loaded with emotions without using a powerful word. And titles that deftly support emotional buttons without looking like clickbits can stand out and get more clicks in the SERPs.
Remember: Securities with a negative or positive sentiment have a higher organic click-through rate than the neutral rate.
Pages with a meta-description have a higher average CTR compared to pages without description
. They even suggest that well-written descriptions can improve the number of clicks generated by Google Search.
That's why we decided to compare organic CTR between pages with and without meta-description. We found that pages containing meta-descriptions had a higher CTR of 5.8% compared to pages without descriptions.
This discovery should not surprise anyone with SEO experience. Although Google does not always use the meta-descriptions you write for them, your meta-description may appear quite often in the SERPs.
In the absence of a meta-description on which to rely, Google must extract snippets from your page to complete them. this space in your excerpt.
And the text that Google extracts from your page will almost always be less appealing than a well-written description.
Remember: Writing unique meta-descriptions for each page can increase the organic CTR of your site. We found that pages with a meta-description had a higher CTR of 5.8% compared to pages without description.
Summary and Conclusion
Again, I would like to thank Eric Siu of ClickFlow for his help. make this study possible.
If you want to know more about how we collected and analyzed the data from this study, here is a PDF of our methods .
And now I would like
What is your conclusion from this research?
Or maybe you have a question.
Whatever it is, go ahead and leave a comment below.