SlideShare a Scribd company logo
1 of 31
2014 
GOOGLE ORGANIC CTR STUDY
GOOD OLD 
DAYS 
# 1 
# 2
THEN 
THIS 
HAPPENED 
# 1 
# 2
THEN 
THERE 
WERE ADS 
# 1
TEXT WAS 
NOT 
ENOUGH 
# 1
LOCAL 
RESULTS 
# 1
INSTANT 
ANSWERS
MORE 
INSTANT 
ANSWERS
THE RULES 
HAVE 
CHANGED
of SERPs have just 10 blue links 
(no news, local, videos, 17% images, knowledge graph, paid inclusion) 
83% of SERPs have some kind of rich information 
THE REALITY IN 2014
THE CTR STUDY
465.000 
KEYWORDS 
5.000 
WEBSITES 
LARGE DATA SET
CTR FOR DESKTOP SEARCHES
ORGANIC CTR DISTRIBUTION 
31.24% 
14.04% 
9.85% 
6.97% 
5.50% 
3.73% 3.99% 
67.6% 
1 to 5 
3.73% 
6 to 10
ORGANIC CTR DISTRIBUTION 
31.24% 
14.04% 
9.85% 
6.97% 
5.50% 
3.73% 3.99% 
71.33% 
1st Page 
3.99% 
2nd Page 
1.60% 
3rd Page
DESKTOP VS MOBILE
HOW ADS AFFECT CTR
ADS VS. ORGANIC RESULTS
LOCATION OF ADS
NUMBER OF ADS
BRANDED 
vs. 
UNBRANDED
BRANDED vs. UNBRANDED
SEARCH INTENT
SEARCH INTENT
TYPES OF SEARCH INTENT
LONG TAIL
CTR FOR LONG TAIL
CTR FOR LONG TAIL IN US
Traffic = Search Volume * CTR
http://advancedwebranking.com/ctrstudy/
Thank you! 
http://bit.ly/ctrstudy2014 
philip@caphyon.com • @philippetrescu

More Related Content

Recently uploaded

原件一样伦敦国王学院毕业证成绩单留信学历认证
原件一样伦敦国王学院毕业证成绩单留信学历认证原件一样伦敦国王学院毕业证成绩单留信学历认证
原件一样伦敦国王学院毕业证成绩单留信学历认证
pwgnohujw
 
如何办理(UCLA毕业证书)加州大学洛杉矶分校毕业证成绩单学位证留信学历认证原件一样
如何办理(UCLA毕业证书)加州大学洛杉矶分校毕业证成绩单学位证留信学历认证原件一样如何办理(UCLA毕业证书)加州大学洛杉矶分校毕业证成绩单学位证留信学历认证原件一样
如何办理(UCLA毕业证书)加州大学洛杉矶分校毕业证成绩单学位证留信学历认证原件一样
jk0tkvfv
 
1:1原版定制利物浦大学毕业证(Liverpool毕业证)成绩单学位证书留信学历认证
1:1原版定制利物浦大学毕业证(Liverpool毕业证)成绩单学位证书留信学历认证1:1原版定制利物浦大学毕业证(Liverpool毕业证)成绩单学位证书留信学历认证
1:1原版定制利物浦大学毕业证(Liverpool毕业证)成绩单学位证书留信学历认证
ppy8zfkfm
 
obat aborsi Banjarmasin wa 082135199655 jual obat aborsi cytotec asli di Ban...
obat aborsi Banjarmasin wa 082135199655 jual obat aborsi cytotec asli di  Ban...obat aborsi Banjarmasin wa 082135199655 jual obat aborsi cytotec asli di  Ban...
obat aborsi Banjarmasin wa 082135199655 jual obat aborsi cytotec asli di Ban...
siskavia95
 
obat aborsi Bontang wa 081336238223 jual obat aborsi cytotec asli di Bontang6...
obat aborsi Bontang wa 081336238223 jual obat aborsi cytotec asli di Bontang6...obat aborsi Bontang wa 081336238223 jual obat aborsi cytotec asli di Bontang6...
obat aborsi Bontang wa 081336238223 jual obat aborsi cytotec asli di Bontang6...
yulianti213969
 
Abortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotec
Abortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotecAbortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotec
Abortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotec
Abortion pills in Riyadh +966572737505 get cytotec
 
如何办理(WashU毕业证书)圣路易斯华盛顿大学毕业证成绩单本科硕士学位证留信学历认证
如何办理(WashU毕业证书)圣路易斯华盛顿大学毕业证成绩单本科硕士学位证留信学历认证如何办理(WashU毕业证书)圣路易斯华盛顿大学毕业证成绩单本科硕士学位证留信学历认证
如何办理(WashU毕业证书)圣路易斯华盛顿大学毕业证成绩单本科硕士学位证留信学历认证
acoha1
 

Recently uploaded (20)

Credit Card Fraud Detection: Safeguarding Transactions in the Digital Age
Credit Card Fraud Detection: Safeguarding Transactions in the Digital AgeCredit Card Fraud Detection: Safeguarding Transactions in the Digital Age
Credit Card Fraud Detection: Safeguarding Transactions in the Digital Age
 
原件一样伦敦国王学院毕业证成绩单留信学历认证
原件一样伦敦国王学院毕业证成绩单留信学历认证原件一样伦敦国王学院毕业证成绩单留信学历认证
原件一样伦敦国王学院毕业证成绩单留信学历认证
 
Identify Customer Segments to Create Customer Offers for Each Segment - Appli...
Identify Customer Segments to Create Customer Offers for Each Segment - Appli...Identify Customer Segments to Create Customer Offers for Each Segment - Appli...
Identify Customer Segments to Create Customer Offers for Each Segment - Appli...
 
MATERI MANAJEMEN OF PENYAKIT TETANUS.ppt
MATERI  MANAJEMEN OF PENYAKIT TETANUS.pptMATERI  MANAJEMEN OF PENYAKIT TETANUS.ppt
MATERI MANAJEMEN OF PENYAKIT TETANUS.ppt
 
如何办理(UCLA毕业证书)加州大学洛杉矶分校毕业证成绩单学位证留信学历认证原件一样
如何办理(UCLA毕业证书)加州大学洛杉矶分校毕业证成绩单学位证留信学历认证原件一样如何办理(UCLA毕业证书)加州大学洛杉矶分校毕业证成绩单学位证留信学历认证原件一样
如何办理(UCLA毕业证书)加州大学洛杉矶分校毕业证成绩单学位证留信学历认证原件一样
 
Bios of leading Astrologers & Researchers
Bios of leading Astrologers & ResearchersBios of leading Astrologers & Researchers
Bios of leading Astrologers & Researchers
 
Formulas dax para power bI de microsoft.pdf
Formulas dax para power bI de microsoft.pdfFormulas dax para power bI de microsoft.pdf
Formulas dax para power bI de microsoft.pdf
 
1:1原版定制利物浦大学毕业证(Liverpool毕业证)成绩单学位证书留信学历认证
1:1原版定制利物浦大学毕业证(Liverpool毕业证)成绩单学位证书留信学历认证1:1原版定制利物浦大学毕业证(Liverpool毕业证)成绩单学位证书留信学历认证
1:1原版定制利物浦大学毕业证(Liverpool毕业证)成绩单学位证书留信学历认证
 
NOAM AAUG Adobe Summit 2024: Summit Slam Dunks
NOAM AAUG Adobe Summit 2024: Summit Slam DunksNOAM AAUG Adobe Summit 2024: Summit Slam Dunks
NOAM AAUG Adobe Summit 2024: Summit Slam Dunks
 
Northern New England Tableau User Group (TUG) May 2024
Northern New England Tableau User Group (TUG) May 2024Northern New England Tableau User Group (TUG) May 2024
Northern New England Tableau User Group (TUG) May 2024
 
obat aborsi Banjarmasin wa 082135199655 jual obat aborsi cytotec asli di Ban...
obat aborsi Banjarmasin wa 082135199655 jual obat aborsi cytotec asli di  Ban...obat aborsi Banjarmasin wa 082135199655 jual obat aborsi cytotec asli di  Ban...
obat aborsi Banjarmasin wa 082135199655 jual obat aborsi cytotec asli di Ban...
 
Seven tools of quality control.slideshare
Seven tools of quality control.slideshareSeven tools of quality control.slideshare
Seven tools of quality control.slideshare
 
obat aborsi Bontang wa 081336238223 jual obat aborsi cytotec asli di Bontang6...
obat aborsi Bontang wa 081336238223 jual obat aborsi cytotec asli di Bontang6...obat aborsi Bontang wa 081336238223 jual obat aborsi cytotec asli di Bontang6...
obat aborsi Bontang wa 081336238223 jual obat aborsi cytotec asli di Bontang6...
 
Aggregations - The Elasticsearch "GROUP BY"
Aggregations - The Elasticsearch "GROUP BY"Aggregations - The Elasticsearch "GROUP BY"
Aggregations - The Elasticsearch "GROUP BY"
 
Abortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotec
Abortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotecAbortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotec
Abortion pills in Riyadh Saudi Arabia (+966572737505 buy cytotec
 
SCI8-Q4-MOD11.pdfwrwujrrjfaajerjrajrrarj
SCI8-Q4-MOD11.pdfwrwujrrjfaajerjrajrrarjSCI8-Q4-MOD11.pdfwrwujrrjfaajerjrajrrarj
SCI8-Q4-MOD11.pdfwrwujrrjfaajerjrajrrarj
 
Statistics Informed Decisions Using Data 5th edition by Michael Sullivan solu...
Statistics Informed Decisions Using Data 5th edition by Michael Sullivan solu...Statistics Informed Decisions Using Data 5th edition by Michael Sullivan solu...
Statistics Informed Decisions Using Data 5th edition by Michael Sullivan solu...
 
The Significance of Transliteration Enhancing
The Significance of Transliteration EnhancingThe Significance of Transliteration Enhancing
The Significance of Transliteration Enhancing
 
Genuine love spell caster )! ,+27834335081) Ex lover back permanently in At...
Genuine love spell caster )! ,+27834335081)   Ex lover back permanently in At...Genuine love spell caster )! ,+27834335081)   Ex lover back permanently in At...
Genuine love spell caster )! ,+27834335081) Ex lover back permanently in At...
 
如何办理(WashU毕业证书)圣路易斯华盛顿大学毕业证成绩单本科硕士学位证留信学历认证
如何办理(WashU毕业证书)圣路易斯华盛顿大学毕业证成绩单本科硕士学位证留信学历认证如何办理(WashU毕业证书)圣路易斯华盛顿大学毕业证成绩单本科硕士学位证留信学历认证
如何办理(WashU毕业证书)圣路易斯华盛顿大学毕业证成绩单本科硕士学位证留信学历认证
 

Featured

How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
ThinkNow
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Kurio // The Social Media Age(ncy)
 

Featured (20)

2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
 
Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTEverything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
 
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 

Google Organic CTR Study 2014

Editor's Notes

  1. How does the CTR change for branded vs. non-branded keywords?
  2. For this study we have defined brand searches as searches that contain the entire domain name of the website in the query, with all the spaces and dashes removed. For branded searches the first result is almost always associated with the brand’s website, which makes it the obvious choice for most users and very hard to miss. This would justify the big CTR difference between the first position and the rest of the SERP. This big difference in CTR may also be affected by the fact that brand searches usually display a pack of 6 site links just below the first result, making it more prominent in the search results.
  3. How does the CTR change for searches with different intents? It is believed that people who search for keywords with high commercial intent (“buy 4k LCD TV”) are more likely to click on the first results than people who perform basic informational searches (“where is the nearest thai restaurant”).
  4. This chart reveals that people tend to click more on the first results when their search has some kind of intent. So we wanted to dig deeper and see which of the search intents affect the CTR and how.
  5. Google is getting better and better at figuring out search intent. Nowadays, many of the search results contain instant answers so people no longer need to click on a website to find out what they’re looking for. The answer is already there. That may be the reason why the CTR curve is so flat for Location search results. Commercial intent searches usually trigger ads that have colorful pictures of the products we search. It’s usually a lot more tempting to click on these pictures than on the first organic results.
  6. What is the CTR for long tail keyword searches? There is a popular belief that since long tail keywords are more descriptive, people tend to click more on the first results when searching for them.
  7. The collected data shows that the longer the query, the higher the organic CTR is for all SERPs, except for the first position. This might be because of the big CTR we have seen for branded searches in the first position.
  8. Interestingly, for one word queries in the US, the first position gets the highest CTR, almost double the number of clicks than for the other types of queries. Do most brands in US have their name made of just one word?
  9. Remember our goal for this study? Find out how many organic visits I may receive if I rank in one of the top results