Click-through rates are significantly influenced by a webpage’s ranking on search engine results pages (SERPs), a key insight for any digital marketing strategy. This article is dedicated to exploring the nuances of how different positions on Google’s SERPs impact CTRs.
First Page Sage reports 1 indicates that the three highest-ranking organic search outcomes garner over two-thirds (68.7%) of total clicks on Google’s Search results page. On average, the top organic search result secures 19 times the clicks compared to the leading paid search advertisement. Moreover, the leading organic search listing garners more clicks alone than the total clicks of results ranked third to tenth combined.
Combining authoritative sources and internal analytics, First Page Sage’s 2024 research elucidates the evolving landscape of Google CTRs, examining everything from organic and paid search performance to the impact of SERP elements, offering actionable insights for marketers aiming to improve CTRs.
Meanwhile, positions 8-10 virtually have the same CTR and significantly lower engagement than the top positions.2 This data serves as a crucial reminder for businesses and SEO professionals about the vital role of securing the highest rank in search engine results in order to provide a sufficient ROI to clients.
By reaching the highest rank, your page not only elevates its online visibility and traffic but also positions itself as a trusted leader in the eyes of the searchers.
Maximizing the effectiveness of your site’s organic rankings and CTR goes beyond basic content optimization; it requires an understanding of user behaviour or search intent in relation to organic CTRs.
This includes recognizing how various Search Engine Result Page (SERP) features, such as Google Ads, knowledge graphs, video results and the specific intent of a user’s search query, can significantly contribute to the dynamics of user engagement and clicking behaviour.
Search intent is important for wise SEO. Creating content that matches your target audience’s queries and interests leads to more engagement.
There are four primary categories of user intent: informational, navigational, transactional, and commercial. Among the four primary categories of user intent, informational and commercial stand out as the most impactful on CTRs.
People searching for information are usually in the research or learning stage. This leads to them clicking on more links as they look for detailed information, although this doesn’t always mean higher click-through rates compared to commercial searches.
Commercial intent searches, on the other hand, are driven by the desire to purchase or engage in a service/product, making users more likely to click on links that appear to fulfill their commercial needs.
As we consider the various factors influencing organic CTRs, such as search intent, it becomes equally important to understand how these elements compare with paid search strategies. The subtle nuances between Organic and Paid CTRs offer valuable insights into the effectiveness of different marketing mediums.
For searches that have commercial/purchase intent, Google’s SERPs have evolved into a complex blend of paid advertisements and organic listings. This mix influences CTR significantly, as ads are the first links a user sees, potentially increasing their likelihood of being clicked.
Although paid ads are more prominent, they usually have significantly lower clicks compared to organic results due to the fact that a large majority of searchers ignore ads.
As mentioned earlier, the top position in organic search results boasts a remarkable click-through rate (CTR) of 39.8%. This figure can increase to an impressive 42.9% when a featured snippet is present.
A featured snippet is a special block at the top of Google’s search results, designed to answer a user’s query immediately. It often includes a summary of the answer extracted from a webpage, along with the page’s title and URL.
On the other hand, CTRs for paid ads are notably lower, with the top ad position attracting a 2.1% CTR, the second position 1.4%, and the third a close 1.3%.3
| Position | Organic Search CTR | Paid Search CTR |
| 1 | 39.8% | 2.1% |
| 2 | 18.7% | 1.4% |
| 3 | 10.2% | 1.3% |
| 4 | 20.2% | 1.2% |
Although paid search provides immediate results and highly targeted keyword campaigns, organic search delivers much more cost-effective long-term benefits in a large number of industries.
Organic search results enjoy significantly higher click-through rates than paid ads as more users trust organic results and perceive them as more authoritative, having been ranked by Google’s algorithms rather than paying for it.
In addition to these categories, recognizing the variance in click-through rates (CTRs) depending on whether the keywords are branded, non-branded, or fall within the spectrum of generic to long-tail keywords is also vital in building on our understanding of how CTRs work. This is what we will analyze next.
Searches with commercial intent often yield higher CTRs for the top organic positions, as these users are typically in the decision-making stage of a purchase.5 This is because users with a buying motive are more inclined to click on results that promise a quick and straightforward solution to their needs.
The disparity between commercial and informational search intent becomes increasingly apparent when examining click-through rates by position. For commercial searches, the first position in Google’s SERP commands a robust 24.05% CTR.
On the other hand, informational searches, while still substantial, see a lower CTR of 19.97% for the listing in the top position.
| Position | Commercial CTR | Informational CTR |
| 1 | 24.05% | 19.97% |
| 2 | 15.64% | 11.72% |
| 3 | 9.68% | 6.65% |
| 4 | 6.16% | 3.92% |
| 5 | 4.27% | 2..62% |
| 6 | 3.03% | 1.63% |
| 7 | 2.19% | 1.25% |
| 8 | 1.62% | 0.71% |
| 9 | 1.25% | 0.71% |
| 10 | 1.09% | 0.61% |
However, informational searches result in a more balanced distribution of CTRs across the board, as users generally seek diverse perspectives or multiple sources.6
Branded keywords, which include specific brand names, typically see higher CTRs due to users’ brand recognition and loyalty. Conversely, non-branded keywords, which are more generic, tend to have lower CTRs but can capture a broader audience.
Branded keywords, which typically face less competition from paid advertisements, tend to have higher click-through rates, with the top position reaching up to a 32% CTR.
This trend underscores the importance of achieving a high ranking in SERPs, especially for branded searches, as they tend to have higher CTRs compared to non-branded terms.
After understanding the impact of brand recognition on CTRs, let’s shift our focus to another crucial differentiation in keyword strategy: long-tail versus generic keywords.
Long-tail keywords are detailed, niche phrases with less competition. They work well for reaching specific audiences. Since these keywords are closely related to what users are searching for, they often result in more clicks. This is because they are highly relevant to the user’s exact search intent.
Meanwhile, generic searches that consist of just one or two words tend to have a steep decline in click-through rates after the top spot. In contrast, long-tail keywords, typically comprising four or more words, demonstrate a more stable click-through rate across various search result positions. This consistency sets them apart from shorter, more generic search terms.
Specific, detailed keywords known as long-tail keywords usually perform better in search results, especially in positions 2 through 5, beating others by 3% to 6%. 7They work well because they precisely match what people are looking for when purchasing something. Also, since there’s less competition for these phrases, they are really important for successful SEO.
As we’ve explored the influence of specific keywords and their impact on search rankings, it’s imperative to recognize that these effects vary across industries.
Every industry has its unique traits, audience behaviour, and competitive dynamics. Analyzing CTR within specific sectors offers key insights into consumer preferences.
On average, Google Ads sees a click-through rate (CTR) of 3.17% for search campaigns and 0.46% for display campaigns across various industries. This data underscores the higher engagement potential of search-based advertising over display ads.7
Analyzing click-through rates (CTR) across various industries provides valuable insights into consumer engagement with search ads. The automotive industry, with an average CTR of 4.97%, demonstrates a high level of consumer interest, likely driven by the significant research that goes into vehicle purchasing decisions.
Similarly, the health and medical industry sees a robust average CTR of 3.83%, underscoring the critical nature of health-related online advertising and the urgency with which users seek this information.
| Industry | Average CTR from Wordstream | Average Search Ads CTR from HubSpot | Average Search Ads CTR from Google & Microsoft Ads |
| Auto | 4.00% | 2.14% | 8.77% |
| Health & Medical | 3.27% | 1.79% | 6.44% |
| Real Estate | 3.71% | 2.03% | 9.09% |
| Home Goods | 2.44% | 1.80% | 4.80% |
| Industrial & Commercial | 2.61% | 1.40% | 5.57% |
On the other hand, real estate commands a notable average CTR of 4.94%, reflecting the targeted search behaviour of potential buyers or renters.
Meanwhile, the industrial and commercial sector shows a consistent engagement with an average CTR of 3.19%. These figures, derived from an amalgamation of data from Wordstream, HubSpot, and Google & Microsoft Ads, underscore the importance of tailoring advertising strategies to the unique digital behaviours characteristic of each industry.
Understanding the intricacies of CTR in today’s digital landscape is crucial, and at Wisevu, this understanding is what allows us to develop tactical plans for our clients based on their individual search engine optimization budgets. We delve into the fine details of your industry’s CTR benchmarks, applying our insights to enhance your website’s visibility and click-through rates.
At Wisevu, our focus is on the top 3 positions, not just on the first page that most competing agencies focus on – which usually means the bottom or the middle of the first page.
With a strategic focus on organic search results, we aim to optimize your web pages for the highest possible search ranking, ensuring that your business not only achieves but maintains a commanding online presence that translates into tangible growth in customer engagement and conversions. Book a free consultation and SEO Strategy Plan today.
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