We Analyzed 5 Million Google Search Results. Here’s What We Learned About Organic CTR

  We analyzed 5 million Google search results. Here is what we learned about the organic click rate

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. [19659003] 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).

  the first result in Google has the highest organic CTR

We also observed a sharp decline in the CTR from the 2nd page of the results.

  Few Google researchers visit the 2nd page and beyond

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 .

  Advanced Web Ranking - Study CTR

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%.

  The first result of 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:

  The breakdown of Google's organic CTR by position [19659022] As you can see, the # 1 result in Google has a CTR 10 times higher than the # 10 result. </p>
<p>  For anyone who has worked in SEO for a long time, this discovery should not to be a surprise. It is well known that the # 1 ranking is much more valuable than any other job. </p>
<p>  This is because, <a href= according to a recent survey of Moz many Google users instinctively click on the first result obtained in Google. This probably explains why the result n ° 2, which is a few pixels below the point n ° 1, presents a fall of the CTR also important.

  The organic CTR decreases significantly after position # 1

The # 1 result in Google gets 31.73% of all clicks.

Organic CTR tips at position 5 … and at position 3

As I indicated, the # 1 result in Google has (by far) the highest CTR.

However, there are still clicks to get outside of the first position.

More precisely, although the CTR is relatively flat between positions # 6 and # 10, there is a large spike in CTR beginning with position # 5.

  Organic CTR Spikes at Position 5

This suggests two things:

  1. Most users do not scroll the results after the fifth result.
  2. Moving from position 6 to position 5 can result in a significant loss of time. CTR boost.

We see another marked increase in CTR from position 3.

  The organic peak of CTR at position 3

This may be due to: the fact that, for results without advertising nor SERP functionality, result # 3 often appears above the fold.

  The third result is often greater than the fold

In fact, we found that the first 3 Google search results get 75.1% of clicks

  The first 3 Google results searh get 75.1% clicks

To remember: Our data suggest that the "ranking on the first page" may not be a good SEO. goal. Instead, it's all about ranking first (or at least in the top 3). 75% of clicks are generated by the top 3 organic results.

A rising position increases the CTR by 30.8%

We found that, all things being equal, going back a position in Google, the relative CTR increased by 30.8%. 19659055] The progression of a position increases the CTR by 30.8% ” style=”max-width: 708px !important”/>

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.

  Expected CTR increase from one position in Google to another

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.

  Most GSC requests generate 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).

  The average of "clicks per request" is 8.1

. 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.

  The titles of the questions have a higher organic CTR of 14.1%. Titles other than questions

Here is the complete detail of the CTR among the top 10 results.

  CTR Organic Issues Title .vs. Titles other than questions

This conclusion is consistent with the main studies on CTR, such as that of published in the journal Social Influence .

. On the main CTR study on the CTR

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.

  Using a question in your title can improve your CTR

For example, I used a question title on this page optimized around the term "nofollow". link ".

  Title of the question used in Nofollow Link post

According to my GSC data, this page has a CTR of 29.2%.

  Console Search Console - CTR Data for Nofollow Link Post

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.

  Title tags with 15 to 40 characters have the highest 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."

  The Etsy title tag variation test results show that shorter title tags are better

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%.

  Our method to see if keyword-rich URLs have a positive impact on CTR

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)

. Rich URLs correlate with a higher organic CTR

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.

[1965923] 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 …".

  Google recommends using URLs containing words relevant to the content of the site

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.

  A Microsoft document discovered that trust domains had a higher CTR

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:

  • Secret
  • Mighty
  • Ultimate
  • Great
  • Perfect
  • Best
  • Insane
  • Incredible

Our details have been recorded revealed that Power Words decreased the CTR% by 13.9%.

  Power words in title tags were correlated with a lower CTR

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.

  Emotional Titles Have Higher Organic Click Rates

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.

  Example of neutral title

And this title is considered positive.

  Example of positive sentiment title

Several studies of the industry, including that of BuzzSumo have highlighted a correlation between emotional titles and engagement.

  The study of BuzzSumo revealed a correlation between emotional titles and the l? commitment

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

Even though descriptions have no direct impact SEO, Google recommends always to write. a unique meta description for each page of your site.

  Google recommends creating a unique meta description for each page

. They even suggest that well-written descriptions can improve the number of clicks generated by Google Search.

  Google suggests that well-written descriptions can improve the clicks generated by the SERPs

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.

  Pages with a meta-description have a higher average CTR. Pages sans description

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.

  Google extracts the contents of the page to complete "missing =" "meta =" "descriptions =" ​​

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.

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