15 Facts: Organic Search Click Through Rate
As part of our ongoing research and analysis on Optify’s database and given recent changes to Google and Bing’s search engine results pages (SERPs), we designated an ambitious goal for ourselves – come up with a new Click-Through-Rate (CTR) curve.
For our research, we used a small sample set of our database, constructed from organic keyword visits (Google US) from a variety of B2B and B2C websites.
The three main questions we intended to answer were:
- Given the recent changes to SERPs, what is the new CTR curve for organic results?
- Is there a correlation between organic click through rate and CPC value for the same keyword?
- What is the effect of search volume on click through rates?
We’ve compiled and highlighted the top 15 stats and facts from the 10-page report.
Want to read more? Download the complete pdf.
- Ranking in first position for organic search gets an Avg CTR of 36.4%. Tweet this!
- 60% of the clicks go to the top three organic search results. Tweet this!
- If you double your investment to move from 2nd position to 1st, you could triple your visits for that keyword. Tweet this!
- Avg CTR on page one is 8.9%, Avg for the second page is 1.5% CTR. Tweet this!
- Cheap CPC terms will likely see over 30% CTR on position one. Tweet this!
- Expensive CPC terms will see less than 20% CTR on position one. Tweet this!
- Expensive CPC terms see a lower organic CTR than cheap CPC terms. Tweet this!
- Head terms yield higher CTR for position one (32% for head terms versus 25% for long tail) Tweet this!
- Long tail terms show better overall CTR on pg 1 (4.6% avg CTR for head terms vs 9% avg CTR for long tail) Tweet this!
- There is a negative correlation between CTR on organic results and CPC value of sponsored results. Tweet this!
- If you’re optimizing for SEO head terms, you wont see huge benefits until you get to the top positions. Tweet this!
- First page rank for a head term will yield more visitors than first position for long tail term. Tweet this!
- Invest in getting more terms to page 1 first, then worry about advancing terms to the first position. Tweet this!
- Ranking below page two is good only for tracking and looking at trends, but has almost no business value. Tweet this!
- This is the new Click Through Rate by Organic Search Position [Graph] Tweet this!
Complete the form below if you’d like a free copy of the research study! Enjoy, Jennifer.
About Optify Research and Optify Labs: Optify Labs is an experimental playground where we test and try new ideas before integrating them into the Optify product. Optify Labs also tests insights provided by our research and helps us learn how to make search and social optimization easier, faster and more profitable.