Organic Click-Through Rate (CTR) is a metric that measures the number of people who click on a link in search engine results pages (SERPs). It is expressed as a percentage and indicates how well your site is performing in search. A higher organic CTR means you can expect more organic traffic from search engines. However, it is important to note that organic CTR is not a direct ranking factor for Google.
While Google does not use organic CTR as a ranking factor, it does use it to test and measure changes to the algorithm and search result quality. Therefore, it is still important to track and analyze your organic CTR to understand how your website is performing in search and make adjustments to your SEO strategy if necessary.
To determine your organic CTR, you can use Google Search Console (GSC), which provides data on your website’s performance in Google searches. GSC calculates CTRs that you can track in various ways. You can measure sitewide organic CTR, which gives you an overall view of how your entire site is performing in search. However, sitewide CTR can be misleading and should be used in conjunction with other CTR metrics.
You can also measure CTR for a specific search query, which shows the CTR for that query across all pages on your website. However, this metric may be affected by multiple pages ranking for the same query, resulting in a lower average CTR. Measuring CTR for a specific page will tell you what percentage of impressions for that page generate a click. The most actionable CTR metric is measuring the click rate for a specific page and specific keyword or query, as this provides the most accurate measurement of performance for that topic.
There is no universal benchmark for a “good” or “bad” organic CTR, as it depends on factors such as ranking position and SERP features. However, studies have shown that the first organic result in Google’s SERP has an average CTR of 27.6% and position two has a CTR of 15.8%. Anything at or above these benchmarks would indicate that your page is outperforming the average.
Several factors influence organic CTR, including SERP position, search intent, SERP features, rich snippets, brand recognition, industry or niche, and mobile vs. desktop searches. While some factors are external, such as brand recognition and industry, others are within the realm of SEO and can be directly impacted, such as page titles and meta descriptions.
To improve organic CTR, you can implement strategies such as optimizing your page titles and meta descriptions to make them more compelling, leveraging SERP features, improving your website’s overall visibility and performance in search results, and targeting specific keywords and queries with relevant and engaging content. By analyzing your organic CTR data and implementing these strategies, you can increase the number of clicks your website receives from search engine results.