What is a good organic CTR and what can influence the clickthrough rate? – WAU
The click-through rate is one of the main metrics of SEO, which is reflected in traffic and ranking. But you need parameters to understand if your rate is good, right? Understand what a good CTR is and what can affect that rate.
Can you tell what a good organic CTR is? The click through rate in the search results is one of the main metrics of IF THE to evaluate page performance and show Google that you’re delivering a relevant result to users. However, there is always the question: “is my CTR really good?”.
Looking at this metric in isolation doesn’t say much. After all, you may have a clickthrough rate that looks good at first. However, when analyzing the competitors at SERP, you can see that you have a much lower CTR than theirs.
Do you know what that means? That competitors are gaining visitors (and potential customers) who could come to your site! But why is this happening? Why aren’t they clicking on your SERP pages?
We created this article to answer these questions. Let’s better understand what a good organic CTR is, to find out if your clickthrough rate is good, and investigate what factors influence this metric, in order to improve your optimization strategies. Follow us to know everything!
What does CTR mean?
CTR or Click Through Rate means clickthrough rate. This rate lists the number of views a link has and the number of clicks it has received. To calculate CTR, this is the basic formula:
CTR = Number of clicks / Number of impressions x 100
Let’s say, for example, that your link was displayed 100 times on the SERP and, among those impressions, received 5 clicks. So, the CTR of the page would be 5%.
CTR is one of the most used metrics in Digital Marketing. It can be used to evaluate performance in Google organic search, but also in sending email marketing and advertising on sponsored links, display media or social networks.
We can say, in general, that CTR informs you if your page was able to attract users’ interest at first glance, before they access the full content.
In email marketing, for example, the recipient views the sender, the title of the email and a snippet of the message in the inbox. It is only with this information that he decides whether to click or not to open his email – and it is this click that goes into the CTR calculation.
In the organic search results, the user sees a small summary of what they will find on the page if they click on the link. If you search for “Content Marketing”, for example, you can view the WAU blog page like this:
In this summary, there are the following elements:
- Title of the page;
- URL (breadcrumbs);
- Description (meta description);
- Sitelinks (if Google finds it relevant);
- Rich snippets, such as ratings, prices, etc. (if configured).
From these elements, the user decides whether to click on the link and access the full content – or whether to click on his competitor. You can already see the importance of CTR, right?
If you are curious to know the CTR of your pages, it is easy to find this information. You just need to configure your site in Google Search Console and view the Performance Report, which reports data such as the average position in the SERP, the number of clicks and, of course, the CTR.
Why optimize organic CTR?
Do you know what the CTR says about your pages? This metric is revealing. When looking at the CTR, you can draw two main conclusions: whether you are delivering a relevant result for the searched keyword and whether the page summary in SERP is attractive to the user.
From there, it is possible to make adjustments to the SEO strategies to increase the clickthrough rate, especially in the elements that appear in the SERP summary (how to make adjustments to the description or page title).
The main result of this optimization is increase the organic traffic from the website. The higher the click-through rate, the greater the number of visitors you attract from organic search, that is, without having to pay for the promotion of the link.
Of course, inside the page, you also need to adopt strategies that guarantee a good experience and turn the visitor into a business opportunity. So don’t just rely on CTR to monitor your performance – combine the analysis with other metrics.
Another expected result is improve page position in results. After all, you’re gaining more traffic, which is indicative of your page’s popularity for Google’s algorithm.
But the influence on the ranking goes beyond that: CTR is believed to be one of the search engine’s ranking factors. But it is important to know that Google does not confirm this information, and this is a controversial subject among SEO professionals.
What is a good organic CTR?
So, you look at the CTR of your pages on Google Search Console and wonder: is this percentage good? Could it be better? Do competitors have a better clickthrough rate?
Answering these questions is not easy – only if you had access to your competitors’ data. However, there are studies that seek to understand what a good CTR is from a benchmark on search results.
On the Advanced Web Ranking website, you can check the average CTR of Google pages according to their position in the ranking.
It is also possible to filter the report for searches in certain categories, on mobile or desktop, which use long-tail keywords, among other filter options.
Brian Dean’s study from Backlinko is another good example that we are going to analyze now. He studied the CTR of 874,929 pages and 5,079,491 queries on Google. And the results you found are quite interesting for those who want to have parameters on the click-through rate.
The main result of the study was this: SERP’s first organic position has an average CTR of 31.7%.
When analyzing this graph, you can also see the following:
- the first place in the organic SERP receives 10x more clicks than the 10th position;
- the first three organic results get 75% of clicks.
These results were obtained considering only the clicks on the first 10 SERP links, that is, only the first page. If you also consider the links on the following pages, the graphic looks like this:
This chart highlights something that we see on a daily basis: hardly anyone gets past the first page of results. According to the study, only 0.78% of users clicked on a link on the second page of SERP.
Another important result of the study was that increasing a position in SERP increases CTR by 30.8%, on average. However, this percentage of increase can vary greatly depending on the position the link occupies. Note, in the graph below, that moving up from position 6 to position 5 brings a big change. On the other hand, moving up from position 10 to 9 can even bring a small disadvantage.
With these results, you can now better assess what a good organic CTR is and whether your clickthrough rate is good.
If, after evaluating, you feel that it is necessary to optimize the CTR of your pages, then follow with us to know what influences the clickthrough rate and how to improve this percentage.
What influences the click-through rate?
Now, let’s better understand what affects the clickthrough rate in search results and what you can do to improve organic CTR. We want the user to receive relevant results for their query on Google, but also to click right on your link and access your page, right?
So, let’s see how to do that!
The page title is the element that stands out the most in the link summary that appears in the SERP. Therefore, it is crucial for the user to decide whether to click or not.
The title that appears in the SERP is the text that is configured in the Title Tag, which is a markup in the HTML code of the page, between the tags
It is important to differentiate the Title Tag from the H1 tag, which is also in the HTML code. The H1 tag brings the title that actually appears on the page and is part of the hierarchy of titles and intertitles in the content (H1 is the most important, then H2 and so on). Therefore, the Title Tag can be different from H1.
To write the Title Tag, it is important to think of a text that is, at the same time:
- descriptive: to inform the user what he will find on the page, make a description consistent with the content, which does not frustrate him;
- persuasive: to attract the user’s click, use mental triggers and creativity in the text;
- aligned with the searched keyword: to have more chances of appearing in the first positions, insert the keyword, preferably at the beginning in the title.
The Backlinko research we’ve already mentioned made some discoveries that can also help you write effective headlines:
- page titles containing a question receive 14.1% more clicks (after all, when they search Google, people have questions in mind!);
- page titles that have between 15 and 40 characters have the highest organic CTR (8.6% higher than titles with less or more characters than that);
- page titles with strong words (such as “secret”, “perfect”, “incredible”, “the best”) have 13.9% fewer clicks, since they tend to look like clickbait;
- emotional titles, with positive or negative feelings, have an organic CTR 7% higher than the others.
URL and breadcrumbs
The URL is the element that comes right under the title. In order to make it clearer for the user, Google breaks the URL down into breadcrumbs, which try to show where that page is, within the structure of the site.
If you search for “black hat”, for example, view the result of the WAU blog like this:
The URL for this page is https://rockcontent.com/blog/black-hat/. But, to better guide the user, Google puts it like this: https://rockcontent.com ›blog› black-hat.
One SEO tip that you may have seen out there is to create friendly URLs. This means making it descriptive and structuring it according to the architecture of the site, instead of using numbers and codes. Thus, Google is able to read the URL and understand what the content is about, in addition to turning it into breadcrumbs at SERP.
Another important tip is to use the keyword in the URL. The Backlinko study showed that there is a correlation between this and the CTR: according to the survey, URLs containing the searched keyword have a 45% higher organic CTR.
After the title and the URL, the description comes. The text that appears in this element comes from the meta description, which is a markup in the HTML code that you can fill in with your own words.
Setting the meta description, however, does not necessarily mean that Google will use it. If he understands that another part of your content is more aligned with the user’s research, he can select the part he wants to present in SERP.
Take, for example, the difference between the results that Google presents in this case. When searching for “what is meta description”, Google selects the text that WAU defined to describe the page:
However, when searching for “how to optimize the meta description”, the description that appears for the same page is different. Google has selected a piece of content that best responds to user search:
However, the passage that Google selects is not always as descriptive and persuasive as its description, written in its own words, would be. So, always worry about defining a specific meta description for each page (even if Google doesn’t always use it).
The Backlinko study shows the importance of this: pages with a defined meta description receive 5.8% more clicks.
Also notice that the searcher marks in bold the words of the description that are present in the terms searched by the user. Therefore, always try to use the keyword in the meta description, so that they are highlighted in the SERP.
Rich snippets are a complement to the link summary that appears in the SERP. They are not always present, as they depend on the configuration (through structured data) by the site administrator and are only available for certain types of pages.
An example of a rich snippet is the evaluation of the page by users, which is represented in the SERP by a note and the classification in stars. When you search for a recipe, for example, preparation time and number of comments are other rich snippets that can appear.
This extra information helps the user to decide whether to click or not, in addition to attracting the eye’s attention, as they differ from other SERP results. As a result, rich snippets also contribute to increasing organic CTR.
The correlation between rich snippets and CTR did not enter the Backlinko study. However, other studies have already revealed that using rich snippets can increase your CTR by up to 30%.
Anyway, if you want to grow your website traffic, start looking at your organic CTR and identify which elements can be optimized in SERP.
Note that Google does not confirm that the elements mentioned in this article are ranking factors. However, studies show that there is a correlation between them and the increase in CTR and ranking, which is reason enough for you to pay special attention to this metric.
So, now that you understand what a good CTR is and what impacts the click rate on organic search, let’s take a look at the Google Ads CTR?
On the Google advertising platform, the click-through rate is critical to the campaign’s performance and costs. Now read our full article on how to reduce Google Ads costs, including keeping an eye on CTR.