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We Analyzed 5 Million Google Search Results. Here’s What We Learned About Organic Click Through Rate

Oct 7, 2019 | Commentary

An analysis was conducted in which five million search results from Google were examined, with a particular focus on click through rate. Top sites have relatively high click through rates, but moving up or down by a certain position may or may not have significant increases in click through rates, as such increases are relative. Having or using interesting words or phrases within URLs, title tags, and other website elements generally tend to have higher click through rates.

Key Takeaways:

  • With the following changes, a theoretical increase of 49.4% CTR could be realized: Remove power words, use an emotional title between 15-40 words that is a question, use a meta description.
  • If one is on the second page, no one is looking. Only .78% of users go to the second page at all.
  • The first 3 results get 75% of clicks. Moving up starting from position 7 to 6 upward realizes a massive increase in CTR, whereas there is negligible benefit in upward movement below position 9.

“That’s because, according to a recent Moz survey, many Google users instinctively click on the first result in Google.”

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