![]() The opposite is also true: a search result that receives fewer clicks than expected can get down-ranked in the SERP. Simply put, if a certain search result gets significantly more clicks than it's expected to, based on its SERP position and type of query, the result is likely to be up-ranked. However, user signals may have a massive impact on rankings and SERP clicks are one of those signals. You probably heard that user behavior signals are not mentioned among Google’s SEO ranking factors. In fact, there's an inverse correlation between rankings and clicks. Although only a few businesses would use the feature, so the stats might be relative. This will let you evaluate the site's organic performance and identify any SEO gap against other sites in the same industry. If you share your data (anonymously) with Google, you will be able to see aggregated industry stats from other companies who share their data as well. One of the features Google Analytics offers to e-commerce is Benchmarking in Audience module. Depending on whether the business relates to YMYL, e-commerce, or entertainment, SEOs adopt a different CTR optimization approach. You've got to check the organic rankings and performance of organic competitors. For all individual cases, you will need to investigate the SEO competition. Mind that CTR depends not only on the organic position but also on the topic and industry the company operates in. Or, probably, they rephrased their queries to get better answers. Supposedly, users already found information that they needed in Google’s SERP. An interesting fact, in 2019, more than half of searches on the web resulted in zero clicks. ![]() If you badly need to reach your first visitors, long-tail SEO is the solution.įor generic queries, you will compete with a larger number of web pages, besides, the intent behind the queries is often vague. A long-tail keyword is searched by a much smaller number of people, but better matches the keyword intent, so it enjoys a high CTR. Search volume correlates with organic click-through-rates. Search volume (generic vs long-tail keywords) We’ll talk about it in a few paragraphs below. Featured snippets, highlighted videos, and product cards also impact the organic click-through-rate. ![]() Moreover, for different types of user intent, you will see an absolutely different SERP layout. To reduce the bounce rate, you will need to make your website fast-loading and ensure great user experience. If they click and leave in a few seconds without interacting with the page, you have a bounce. What is more, just having a user clicked is not enough, you need to keep people interested. To have them click through to your page, you’ve got to make the title eye-catching and enticing. Their searches will be broader and more competitive. Users with informational intent want more information. Users click through to well-optimized landing pages or service pages, with an explicit call-to-action on them. Transactional queries are supposed to bring hot leads that quickly convert into customers. Transactional queries have a relatively high CTR as compared to non-transactional ones. The SEO conversion funnel for informational intent and for purchase intent differs greatly. Searcher intent is the cornerstone of any search engine optimization strategy. Types of user intent (informational vs transactional)
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