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href="/hub/seo/backlinks"><span>What are Backlinks?</span><span>Understand the backbone of off-page SEO</span></a></li><li><a href="/high-quality-backlinks"><span>How to Get High Quality Backlinks</span><span>7 proven strategies for building high quality backlinks</span></a></li><li><a href="/link-building-strategies"><span>Link Building Strategies</span><span>All the tactics you need to know</span></a></li><li><a href="/link-building-services"><span>7 Link Building Services</span><span>Trusted outreach services to boost your backlink profile</span></a></li><li><a href="/step-by-step-backlink-audit"><span>How To Do a Backlink Audit</span><span>Analyze your link profile to uncover opportunities</span></a></li><li><a href="/skyscraper-technique"><span>Skyscraper Method</span><span>Boost traffic with this popular technique</span></a></li><li><a href="/increase-domain-authority">Increase Website Authority</a></li></ul><ul><li><a href="/competitor-analysis"><span>Competitor Analysis</span><span>Learn how to analyze your competitors effectively.</span></a></li><li><a href="/product-page-examples"><span>Effective Product Page Examples</span><span>Best examples of high-converting product pages.</span></a></li><li><a href="/social-media-platforms"><span>Popular Social Media Platforms</span><span>Top social media platforms you need to know.</span></a></li><li><a href="/how-to-create-a-website"><span>How to Create a Website (from Scratch)</span><span>Step-by-step guide to building a website in 2024.</span></a></li></ul></div></div></div></div></li><li class=" mega"><button id="cG9zdDoxNzU0NzY=-button" aria-controls="cG9zdDoxNzU0NzY=" aria-expanded="false">Tools</button><div id="cG9zdDoxNzU0NzY=" aria-labelledby="cG9zdDoxNzU0NzY=-button"><div><div class="css-1gmiqn5"><div><span>Tools</span><ul><li><button>Free Tools<svg aria-hidden="true" focusable="false" data-prefix="fas" data-icon="chevron-right" role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 320 512" class="svg-inline--fa fa-chevron-right "><path fill="currentColor" d="M310.6 233.4c12.5 12.5 12.5 32.8 0 45.3l-192 192c-12.5 12.5-32.8 12.5-45.3 0s-12.5-32.8 0-45.3L242.7 256 73.4 86.6c-12.5-12.5-12.5-32.8 0-45.3s32.8-12.5 45.3 0l192 192z"></path></svg></button></li><li><button>Tool Guides<svg aria-hidden="true" focusable="false" data-prefix="fas" data-icon="chevron-right" role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 320 512" class="svg-inline--fa fa-chevron-right "><path fill="currentColor" d="M310.6 233.4c12.5 12.5 12.5 32.8 0 45.3l-192 192c-12.5 12.5-32.8 12.5-45.3 0s-12.5-32.8 0-45.3L242.7 256 73.4 86.6c-12.5-12.5-12.5-32.8 0-45.3s32.8-12.5 45.3 0l192 192z"></path></svg></button></li><li><button>Tool Reviews<svg aria-hidden="true" focusable="false" data-prefix="fas" data-icon="chevron-right" role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 320 512" class="svg-inline--fa fa-chevron-right "><path fill="currentColor" d="M310.6 233.4c12.5 12.5 12.5 32.8 0 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Checker</span><span>Enter a domain to evaluate its overall quality and SEO performance.</span></a></li><li><a href="/tools/rank-checker"><span>Keyword Rank Checker</span><span>Enter your domain to identify find your top traffic driving keywords.</span></a></li><li><a href="/tools/keyword-difficulty-checker"><span>Keyword Difficulty Checker</span><span>Evaluate how hard it is to rank for specific keywords.</span></a></li><li><a href="/tools/competitor-analysis"><span>Competitor Analysis</span><span>Uncover your the top pages, keywords, and backlinks for competitors.</span></a></li><li><a href="/tools/serp-checker"><span>SERP Checker</span><span>Analyze top-ranking pages and SERP features for any keyword.</span></a></li><li><a href="/tools/website-traffic-checker"><span>Website Traffic Checker</span><span>Enter a domain and explore all of the traffic sources.</span></a></li><li><a href="/tools/seo-checker"><span>SEO Checker</span><span>Get a detailed SEO score for any webpage instantly with SEOquake.</span></a></li><li><a href="/tools/keyword-generator"><span>Keyword Generator</span><span>Uncover endless keyword opportunities, using the Semrush Keyword Magic Tool.</span></a></li><li><a href="/tools/ecommerce-keywords"><span>Ecommerce Keyword Tool</span><span>Find profitable keywords for your online store</span></a></li><li><a href="/tools/competitor-search-ads"><span>Paid Search Ads Checker</span><span>Discover your competitors paid search keywords instantly</span></a></li></ul><ul><li><a href="/best-free-seo-tools"><span>SEO Tools</span><span>Our top picks for optimizing your site.</span></a></li><li><a href="/keyword-research-tools"><span>Keyword Research Tools</span><span>Best tools for uncovering keywords.</span></a></li><li><a href="/best-content-marketing-tools"><span>Content Marketing Tools</span><span>Essential tools for content marketers.</span></a></li><li><a href="/link-building-tools"><span>Link Building Tools</span><span>Top tools to boost your backlink 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14.308 33.308 9.846zm-9.923 6.846c-3.693 0-6.847-3-6.847-6.846 0-3.692 3.077-6.692 6.847-6.692 3.846 0 6.846 3 6.846 6.692 0 3.77-3 6.846-6.846 6.846z" fill="#FF642D"></path></g><defs><clipPath id="semrush_svg__clip0_1_5900"><path fill="#fff" d="M0 0h150.077v20H0z"></path></clipPath></defs></svg><span class="sr-only">Semrush</span> <span>helps you:</span></h3><button><svg width="14" height="13" viewBox="0 0 14 13" xmlns="http://www.w3.org/2000/svg"><path d="M12.156 12.594L7 7.398l-5.195 5.196c-.235.234-.625.234-.899 0-.234-.274-.234-.664 0-.899L6.102 6.5.906 1.344C.672 1.109.672.719.906.445c.274-.234.664-.234.899 0L7 5.641 12.156.445c.235-.234.625-.234.899 0 .234.274.234.664 0 .899L7.859 6.5l5.196 5.195c.234.235.234.625 0 .899-.274.234-.664.234-.899 0z" fill="#000" fill-rule="nonzero"></path></svg><span class="sr-only">Close</span></button></header><ul><li><svg xmlns="http://www.w3.org/2000/svg" width="32" height="32" viewBox="0 0 32 32"><path d="M10.869 27.463l-10.4-10.4a1.6 1.6 0 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svg{-webkit-transform:rotate(180deg);-moz-transform:rotate(180deg);-ms-transform:rotate(180deg);transform:rotate(180deg);}.css-1ih6kb2 ul{padding:16px 0;}.css-1ih6kb2 ul li{width:100%;}.css-1ih6kb2 ul li a{display:block;line-height:1.4;color:#000;font-size:14px;font-weight:700;padding:16px 0;}.css-1ih6kb2 ul li a span{display:block;-webkit-transition:color 0.1s linear;transition:color 0.1s linear;}.css-1ih6kb2 ul li a span +span{margin-top:10px;font-size:12px;font-weight:400;}</style><li class="css-1ih6kb2"><button>Popular<svg aria-hidden="true" focusable="false" data-prefix="fas" data-icon="chevron-down" role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512" class="svg-inline--fa fa-chevron-down "><path fill="currentColor" d="M233.4 406.6c12.5 12.5 32.8 12.5 45.3 0l192-192c12.5-12.5 12.5-32.8 0-45.3s-32.8-12.5-45.3 0L256 338.7 86.6 169.4c-12.5-12.5-32.8-12.5-45.3 0s-12.5 32.8 0 45.3l192 192z"></path></svg></button><undefined><ul><li><a href="/hub/seo/what-is-seo"><span>What Is SEO?</span><span>For people that are new to search engine optimization.</span></a></li><li><a href="/seo-checklist"><span>SEO Checklist</span><span>Covers technical SEO, On-page SEO, and keyword research.</span></a></li><li><a href="/seo-site-audit"><span>SEO Audit Checklist</span><span>18-step guide to get higher Google rankings.</span></a></li><li><a href="/seo-strategy"><span>SEO Strategy</span><span>Learn exactly how to create a strategy, step by step.</span></a></li><li><a href="/seo-competitor-analysis"><span>SEO Competitor Analysis</span><span>Learn how to outrank your rivals in the SERPs.</span></a></li><li><a href="/google-e-e-a-t"><span>Google E-E-A-T</span><span>Understand what it is and how to demonstrate it.</span></a></li><li><a href="/hub/seo/internal-links"><span>Internal Linking for SEO</span><span>Key for any site that wants higher rankings in Google.</span></a></li><li><a href="/technical-seo-guide"><span>Technical SEO</span><span>Technical SEO is still SUPER important.</span></a></li><li><a href="/on-page-seo"><span>On-Page SEO</span><span>Optimize for UX, bounce rate, search intent, and more.</span></a></li><li><a href="/ecommerce-seo"><span>Ecommerce SEO</span><span>Boost your online store’s visibility in search results</span></a></li></ul></undefined></li><li class="css-1ih6kb2"><button>SEO Fundamentals<svg aria-hidden="true" focusable="false" data-prefix="fas" data-icon="chevron-down" role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512" class="svg-inline--fa fa-chevron-down "><path fill="currentColor" d="M233.4 406.6c12.5 12.5 32.8 12.5 45.3 0l192-192c12.5-12.5 12.5-32.8 0-45.3s-32.8-12.5-45.3 0L256 338.7 86.6 169.4c-12.5-12.5-32.8-12.5-45.3 0s-12.5 32.8 0 45.3l192 192z"></path></svg></button><undefined><ul><li><a href="/seo-basics-for-beginners"><span>SEO Basics: A Beginners Guide</span><span>Start your SEO journey with fundamental concepts</span></a></li><li><a href="/seo-tutorial"><span>The Ultimate SEO Tutorial</span><span>Master SEO from start to finish</span></a></li><li><a href="/pillar-pages"><span>Pillar Pages</span><span>The foundation of an effective SEO strategy.</span></a></li><li><a href="/seo-for-new-website"><span>How to Do SEO for Your New Website</span><span>Launch your site with a strong SEO foundation</span></a></li><li><a href="/actionable-seo-tips"><span>Important SEO Tips</span><span>Quick wins to improve your search engine rankings</span></a></li><li><a href="/small-business-seo"><span>Small Business SEO</span><span>Effective strategies to compete locally and beyond</span></a></li><li><a href="/schema-markup-guide"><span>Schema Markup</span><span>Master schema markup to enhance SEO.</span></a></li><li><a href="/hub/seo/internal-links"><span>Internal Linking</span><span>Optimize internal links for better SEO.</span></a></li><li><a href="/website-migration-checklist"><span>Website Migration Checklist</span><span>Essential steps for a smooth site migration.</span></a></li></ul></undefined></li><li class="css-1ih6kb2"><button>Content Marketing<svg aria-hidden="true" focusable="false" data-prefix="fas" data-icon="chevron-down" role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512" class="svg-inline--fa fa-chevron-down "><path fill="currentColor" d="M233.4 406.6c12.5 12.5 32.8 12.5 45.3 0l192-192c12.5-12.5 12.5-32.8 0-45.3s-32.8-12.5-45.3 0L256 338.7 86.6 169.4c-12.5-12.5-32.8-12.5-45.3 0s-12.5 32.8 0 45.3l192 192z"></path></svg></button><undefined><ul><li><a href="/hub/content/what-is-content-marketing"><span>What Is Content Marketing?</span><span>Comprehensive guide for beginners</span></a></li><li><a href="/seo-copywriting"><span>SEO Copywriting: The Definitive Guide</span><span>Write content that ranks and converts</span></a></li><li><a href="/write-a-blog-post"><span>How to Write a Blog Post: The Definitive Guide</span><span>Craft engaging posts that readers love</span></a></li><li><a href="/content-marketing-this-year"><span>12 Content Marketing Trends</span><span>Stay ahead with the latest strategies</span></a></li><li><a href="/hub/content/content-strategy"><span>What Is a Content Strategy?</span><span>Plan your content for maximum impact</span></a></li><li><a href="/content-marketing-examples"><span>Content Marketing Examples</span><span>Get inspired by successful campaigns</span></a></li><li><a href="/scale-content"><span>How to Scale Content Creation</span><span>Produce more high-quality content efficiently</span></a></li><li><a href="/hub/content/writing"><span>Content Writing 101</span><span>Tips, strategies and advanced techniques.</span></a></li><li><a href="/hub/content/types"><span>Types of Content Marketing</span><span>Explore diverse formats to engage your audience</span></a></li><li><a href="/seo-copywriting"><span>Copywriting</span><span>Discover best practices, get insights</span></a></li></ul></undefined></li><li class="css-1ih6kb2"><button>Link Building<svg aria-hidden="true" focusable="false" data-prefix="fas" data-icon="chevron-down" role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512" class="svg-inline--fa fa-chevron-down "><path fill="currentColor" d="M233.4 406.6c12.5 12.5 32.8 12.5 45.3 0l192-192c12.5-12.5 12.5-32.8 0-45.3s-32.8-12.5-45.3 0L256 338.7 86.6 169.4c-12.5-12.5-32.8-12.5-45.3 0s-12.5 32.8 0 45.3l192 192z"></path></svg></button><undefined><ul><li><a href="/link-building"><span>Link Building for SEO</span><span>An in-depth guide, complete with case studies</span></a></li><li><a href="/hub/seo/backlinks"><span>What are Backlinks?</span><span>Understand the backbone of off-page SEO</span></a></li><li><a href="/high-quality-backlinks"><span>How to Get High Quality Backlinks</span><span>7 proven strategies for building high quality backlinks</span></a></li><li><a href="/link-building-strategies"><span>Link Building Strategies</span><span>All the tactics you need to know</span></a></li><li><a href="/link-building-services"><span>7 Link Building Services</span><span>Trusted outreach services to boost your backlink profile</span></a></li><li><a href="/step-by-step-backlink-audit"><span>How To Do a Backlink Audit</span><span>Analyze your link profile to uncover opportunities</span></a></li><li><a href="/skyscraper-technique"><span>Skyscraper Method</span><span>Boost traffic with this popular technique</span></a></li><li><a href="/increase-domain-authority">Increase Website Authority</a></li></ul></undefined></li><li class="css-1ih6kb2"><button>Marketing<svg aria-hidden="true" focusable="false" data-prefix="fas" data-icon="chevron-down" role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512" class="svg-inline--fa fa-chevron-down "><path fill="currentColor" d="M233.4 406.6c12.5 12.5 32.8 12.5 45.3 0l192-192c12.5-12.5 12.5-32.8 0-45.3s-32.8-12.5-45.3 0L256 338.7 86.6 169.4c-12.5-12.5-32.8-12.5-45.3 0s-12.5 32.8 0 45.3l192 192z"></path></svg></button><undefined><ul><li><a href="/competitor-analysis"><span>Competitor Analysis</span><span>Learn how to analyze your competitors effectively.</span></a></li><li><a href="/product-page-examples"><span>Effective Product Page Examples</span><span>Best examples of high-converting product pages.</span></a></li><li><a href="/social-media-platforms"><span>Popular Social Media Platforms</span><span>Top social media platforms you need to know.</span></a></li><li><a href="/how-to-create-a-website"><span>How to Create a Website (from Scratch)</span><span>Step-by-step guide to building a website in 2024.</span></a></li></ul></undefined></li></ul></div></div></div></div></li><li class="has-children"><button>Tools<svg aria-hidden="true" focusable="false" data-prefix="fas" data-icon="chevron-right" role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 320 512" class="svg-inline--fa fa-chevron-right "><path fill="currentColor" d="M310.6 233.4c12.5 12.5 12.5 32.8 0 45.3l-192 192c-12.5 12.5-32.8 12.5-45.3 0s-12.5-32.8 0-45.3L242.7 256 73.4 86.6c-12.5-12.5-12.5-32.8 0-45.3s32.8-12.5 45.3 0l192 192z"></path></svg></button><div class="sub "><div class="css-1nxu474"><div class="sub-scroll css-12vipio"><div class="css-1gmiqn5"><div><span>Tools</span><button><svg aria-hidden="true" focusable="false" data-prefix="fas" data-icon="chevron-left" role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 320 512" class="svg-inline--fa fa-chevron-left "><path fill="currentColor" d="M9.4 233.4c-12.5 12.5-12.5 32.8 0 45.3l192 192c12.5 12.5 32.8 12.5 45.3 0s12.5-32.8 0-45.3L77.3 256 246.6 86.6c12.5-12.5 12.5-32.8 0-45.3s-32.8-12.5-45.3 0l-192 192z"></path></svg>Back</button></div><ul><li class="css-1ih6kb2"><button>Free Tools<svg aria-hidden="true" focusable="false" data-prefix="fas" data-icon="chevron-down" role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512" class="svg-inline--fa fa-chevron-down "><path fill="currentColor" d="M233.4 406.6c12.5 12.5 32.8 12.5 45.3 0l192-192c12.5-12.5 12.5-32.8 0-45.3s-32.8-12.5-45.3 0L256 338.7 86.6 169.4c-12.5-12.5-32.8-12.5-45.3 0s-12.5 32.8 0 45.3l192 192z"></path></svg></button><undefined><ul><li><a href="/tools/keyword"><span>Keyword Research Tool</span><span>Discover new keywords and performance data to use in your site content.</span></a></li><li><a href="/tools/backlink-checker"><span>Backlink Checker</span><span>Discover who’s linking to you and your competitors.</span></a></li><li><a href="/tools/website-authority"><span>Website Authority Checker</span><span>Enter a domain to evaluate its overall quality and SEO performance.</span></a></li><li><a href="/tools/rank-checker"><span>Keyword Rank Checker</span><span>Enter your domain to identify find your top traffic driving keywords.</span></a></li><li><a href="/tools/keyword-difficulty-checker"><span>Keyword Difficulty Checker</span><span>Evaluate how hard it is to rank for specific keywords.</span></a></li><li><a href="/tools/competitor-analysis"><span>Competitor Analysis</span><span>Uncover your the top pages, keywords, and backlinks for competitors.</span></a></li><li><a href="/tools/serp-checker"><span>SERP Checker</span><span>Analyze top-ranking pages and SERP features for any keyword.</span></a></li><li><a href="/tools/website-traffic-checker"><span>Website Traffic Checker</span><span>Enter a domain and explore all of the traffic sources.</span></a></li><li><a href="/tools/seo-checker"><span>SEO Checker</span><span>Get a detailed SEO score for any webpage instantly with SEOquake.</span></a></li><li><a href="/tools/keyword-generator"><span>Keyword Generator</span><span>Uncover endless keyword opportunities, using the Semrush Keyword Magic Tool.</span></a></li><li><a href="/tools/ecommerce-keywords"><span>Ecommerce Keyword Tool</span><span>Find profitable keywords for your online store</span></a></li><li><a href="/tools/competitor-search-ads"><span>Paid Search Ads Checker</span><span>Discover your competitors paid search keywords instantly</span></a></li></ul></undefined></li><li class="css-1ih6kb2"><button>Tool Guides<svg aria-hidden="true" focusable="false" data-prefix="fas" data-icon="chevron-down" role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512" class="svg-inline--fa fa-chevron-down "><path fill="currentColor" d="M233.4 406.6c12.5 12.5 32.8 12.5 45.3 0l192-192c12.5-12.5 12.5-32.8 0-45.3s-32.8-12.5-45.3 0L256 338.7 86.6 169.4c-12.5-12.5-32.8-12.5-45.3 0s-12.5 32.8 0 45.3l192 192z"></path></svg></button><undefined><ul><li><a href="/best-free-seo-tools"><span>SEO Tools</span><span>Our top picks for optimizing your site.</span></a></li><li><a href="/keyword-research-tools"><span>Keyword Research Tools</span><span>Best tools for uncovering keywords.</span></a></li><li><a href="/best-content-marketing-tools"><span>Content Marketing Tools</span><span>Essential tools for content marketers.</span></a></li><li><a href="/link-building-tools"><span>Link Building Tools</span><span>Top tools to boost your backlink profile.</span></a></li><li><a href="/best-rank-tracking-tools"><span>Rank Tracking Tools</span><span>The best tools to monitor rankings.</span></a></li><li><a href="/local-seo-tools"><span>Local SEO Tools</span><span>Best tools for local SEO strategies.</span></a></li><li><a href="/seo-software-agencies"><span>SEO Agency Tools</span><span>Top software solutions for SEO agencies.</span></a></li><li><a href="/ai-seo-tools"><span>AI SEO Tools</span><span>Top SEO tools with AI capabilities.</span></a></li><li><a href="/sitemap-generator-tools"><span>Sitemap Generator Tools</span><span>Best tools for creating XML sitemaps.</span></a></li><li><a href="/best-digital-marketing-tools"><span>Digital Marketing Tools</span><span>Effective tools for every budget.</span></a></li><li><a href="/chatgpt-alternatives"><span>ChatGPT Alternatives</span><span>We tested dozens to find the best of the best.</span></a></li></ul></undefined></li><li class="css-1ih6kb2"><button>Tool Reviews<svg aria-hidden="true" focusable="false" data-prefix="fas" data-icon="chevron-down" role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512" class="svg-inline--fa fa-chevron-down "><path fill="currentColor" d="M233.4 406.6c12.5 12.5 32.8 12.5 45.3 0l192-192c12.5-12.5 12.5-32.8 0-45.3s-32.8-12.5-45.3 0L256 338.7 86.6 169.4c-12.5-12.5-32.8-12.5-45.3 0s-12.5 32.8 0 45.3l192 192z"></path></svg></button><undefined><ul><li><a href="/semrush-review"><span>Semrush Review</span><span>Comprehensive analysis of Semrush’s tool suite.</span></a></li><li><a href="/ahrefs-review"><span>Ahrefs Review</span><span>In-depth look at Ahrefs’ features and performance.</span></a></li><li><a href="/ahrefs-vs-semrush"><span>Ahrefs vs Semrush</span><span>Compares Ahrefs and Semrush for SEO.</span></a></li><li><a href="/clearscope-review"><span>Clearscope Review</span><span>Evaluates Clearscope’s content optimization capabilities.</span></a></li><li><a href="/majestic-seo-review"><span>Majestic SEO Review</span><span>Reviews Majestic’s backlink analysis tool.</span></a></li><li><a href="/surfer-seo"><span>Surfer SEO Review</span><span>Assesses Surfer SEO’s optimization features.</span></a></li><li><a href="/serpstat-review"><span>Serpstat Review</span><span>Analyzes Serpstat’s SEO and PPC tools.</span></a></li><li><a href="/sparktoro-review"><span>SparkToro Review</span><span>Reviews SparkToro’s audience research capabilities.</span></a></li></ul></undefined></li></ul></div></div></div></div></li><li><a href="/templates/marketing">Templates<svg aria-hidden="true" focusable="false" data-prefix="fas" data-icon="chevron-right" role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 320 512" class="svg-inline--fa fa-chevron-right "><path fill="currentColor" d="M310.6 233.4c12.5 12.5 12.5 32.8 0 45.3l-192 192c-12.5 12.5-32.8 12.5-45.3 0s-12.5-32.8 0-45.3L242.7 256 73.4 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(min-width: 768px){.css-4259lh div{font-size:20px;}}</style><div class="css-4259lh"><h2 class="css-0"><span style="color:#FFE84D">Grow your online visibility.</span><br /> On all key channels.<br /> From just one platform.</h2><div class="css-0">✓ Find profitable keywords<br /> ✓ Create winning content<br /> ✓ Get more organic traffic</div></div><style data-emotion="css 1f2xxpx">.css-1f2xxpx{margin-top:32px;display:-webkit-inline-box;display:-webkit-inline-flex;display:-ms-inline-flexbox;display:inline-flex;-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;width:100%;max-width:430px;}</style><div class="css-1f2xxpx"><style data-emotion="css hmp4wo">.css-hmp4wo{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;border-radius:4px;-webkit-column-gap:8px;column-gap:8px;background-color:#fff;padding:4px;position:relative;}</style><div class="css-hmp4wo"><style data-emotion="css 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data-emotion="css 1h6fhz1">.css-1h6fhz1{margin-top:0!important;}</style><span class="css-1h6fhz1">We analyzed 4 million Google Search Results</span><span class="image-header-wrap-block-sub-title">Here's What We Learned About<br class="hidden-md-down"> Organic Click Through Rate</span></h1><figure class="image-header-wrap-block-image img-mb-minus-0-point-5 img-mb-minus-2-point-5-lg-up img-mb-minus-1-point-5-md-up img-mt-0 img-mt-minus-1-lg-up img-mt-minus-1-md-up "><picture><source srcset="https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-960x526.webp 960w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-300x164.webp 300w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-768x421.webp 768w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-480x263.webp 480w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-640x351.webp 640w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero.webp 1000w" sizes="(max-width: 960px) 100vw, 960px" type="image/webp"/><style data-emotion="css 1hyxgad">.css-1hyxgad{max-width:100%;height:auto;}</style><img src="https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero.png" srcset="https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-960x526.png 960w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-300x164.png 300w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-768x421.png 768w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-480x263.png 480w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-640x351.png 640w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero.png 1000w" sizes="(max-width: 960px) 100vw, 960px" alt="We Analyzed 5 Million Google Search Results. 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+*{position:relative;}.css-d74m9v >* +*::before{position:absolute;content:"";display:block;width:1px;background-color:#646568;left:-12px;top:1px;bottom:1px;}</style><div class="css-d74m9v"><style data-emotion="css l9pnf3">.css-l9pnf3{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;-webkit-column-gap:10px;column-gap:10px;}.css-l9pnf3 figure{margin:0;width:24px;min-width:24px;height:24px;border-radius:50%;overflow:hidden;display:none;}@media (min-width: 540px){.css-l9pnf3 figure{display:block;}}.css-l9pnf3 figure >picture{display:-webkit-inline-box;display:-webkit-inline-flex;display:-ms-inline-flexbox;display:inline-flex;width:24px;height:24px;}.css-l9pnf3 figure >picture img{margin:0;}.css-l9pnf3 p{margin:0;}.css-l9pnf3 p a{color:inherit;-webkit-text-decoration:underline;text-decoration:underline;text-underline-offset:2px;}.css-l9pnf3.has-collab figure{display:none;}@media (min-width: 540px){.css-l9pnf3.has-collab figure{display:block;}}</style><div class="css-l9pnf3"><figure><picture><img src="https://secure.gravatar.com/avatar/ff8eab31fb6066670f6d0fe9d9f0166f?s=96&d=mm&r=g" alt="Brian Dean" loading="lazy" class="css-1hyxgad"/></picture></figure><p>Written by <span><a href="/blog/authors/brian-dean">Brian Dean</a></span></p></div><time datetime="2025-02-13T06:44:03" class="updated">Last updated <span>Feb. 13, 2025</span></time></div></div><style data-emotion="css 1nxqpdp">.css-1nxqpdp{font-family:"Georgia",serif;}.css-1nxqpdp ul{margin-top:0!important;}.css-1nxqpdp ul li{line-height:32px;}</style><style data-emotion="css n8enmv">.css-n8enmv{font-family:"Georgia",serif;}.css-n8enmv 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hr{border-top-color:#beb38d;}.css-n8enmv .alert-warning .alert-link{color:#090909;}.css-n8enmv .alert-danger{color:#222;background-color:#ffcec7;border-color:#e8a59b;}.css-n8enmv .alert-danger hr{border-top-color:#e39286;}.css-n8enmv .alert-danger .alert-link{color:#090909;}.css-n8enmv .alert-yellow{color:#222;background-color:#faffb0;border-color:#d7db97;}.css-n8enmv .alert-yellow hr{border-top-color:#d0d484;}.css-n8enmv .alert-yellow .alert-link{color:#090909;}.css-n8enmv .alert-success.wide-video .alert-box-video-top{border-left-color:#abc97b!important;border-top-color:#abc97b!important;border-right-color:#abc97b!important;}.css-n8enmv .alert-info.wide-video .alert-box-video-top{border-left-color:#d0d0d0!important;border-top-color:#d0d0d0!important;border-right-color:#d0d0d0!important;}.css-n8enmv .alert-warning.wide-video .alert-box-video-top{border-left-color:#c7be9d!important;border-top-color:#c7be9d!important;border-right-color:#c7be9d!important;}.css-n8enmv .alert-danger.wide-video .alert-box-video-top{border-left-color:#e8a59b!important;border-top-color:#e8a59b!important;border-right-color:#e8a59b!important;}.css-n8enmv .alert-yellow.wide-video .alert-box-video-top{border-left-color:#d7db97!important;border-top-color:#d7db97!important;border-right-color:#d7db97!important;}.css-n8enmv .alert.wide-video,.css-n8enmv .gform_wrapper .wide-video.validation_error,.css-n8enmv .wide-video.gforms_confirmation_message{padding:0;border:0;}.css-n8enmv .alert.wide-video .alert-box-video-top,.css-n8enmv .gform_wrapper .wide-video.validation_error .alert-box-video-top,.css-n8enmv .wide-video.gforms_confirmation_message .alert-box-video-top{padding:1.3rem 1.45rem;border-bottom:0 transparent;border-style:solid;border-left-width:1px;border-top-width:1px;border-right-width:1px;}.css-n8enmv .sc-attention-bullet-list{background:#f7f5cd;padding-top:1.25rem;padding-bottom:1.25rem;padding-right:1.25rem;font-size:1rem;width:100%;max-width:22.5rem;margin-bottom:1.5rem;font-family:"Inter",-apple-system,BlinkMacSystemFont,"Segoe UI",Roboto,"Helvetica Neue",Arial,"Noto Sans",sans-serif,"Apple Color Emoji","Segoe UI Emoji","Segoe UI Symbol","Noto Color Emoji";line-height:1.85;border:1px solid #eae8c2;}.css-n8enmv .sc-attention-bullet-list ol,.css-n8enmv .sc-attention-bullet-list ul{margin-top:0!important;margin-bottom:0!important;}.css-n8enmv .sc-attention-bullet-list p:empty{display:none;}.css-n8enmv .sc-box-with-image{position:relative;border:1px solid darken(#ebebeb, 5);box-shadow:0 0 7px 1px rgba(0, 0, 0, 0.17) inset;border-radius:6px;padding:6.5rem 1.5rem 0.5rem;margin:7.5rem 0 1.5rem;}@media (max-width: 767.98px){.css-n8enmv .sc-box-with-image{text-align:center;}}@media (min-width: 992px){.css-n8enmv .sc-box-with-image{padding:2rem 2.5rem 2rem 7.5rem;margin:1.5rem 0 1.5rem 95px;}}.css-n8enmv .sc-box-with-image .sc-box-with-image-img{position:absolute;left:50%;-webkit-transform:translateX(-50%);-moz-transform:translateX(-50%);-ms-transform:translateX(-50%);transform:translateX(-50%);top:0;width:190px;}@media (min-width: 992px){.css-n8enmv .sc-box-with-image .sc-box-with-image-img{left:0;top:50%;-webkit-transform:translateY(-50%);-moz-transform:translateY(-50%);-ms-transform:translateY(-50%);transform:translateY(-50%);margin-left:-95px;}}.css-n8enmv .sc-box-with-image .sc-box-with-image-img img{max-width:100%;height:auto;}@media (max-width: 991.98px){.css-n8enmv .sc-box-with-image .sc-box-with-image-img img{margin-top:-50%;}}.css-n8enmv .sc-box-with-image .sc-box-with-image-box{min-height:190px;display:table;width:100%;}.css-n8enmv .sc-box-with-image .sc-box-with-image-box .sc-box-with-image-box-inner{display:table-cell;vertical-align:middle;}@media (max-width: 991.98px){.css-n8enmv .sc-box-with-image .sc-box-with-image-box .sc-box-with-image-box-inner{text-align:center;}}.css-n8enmv .sc-box-with-image .sc-box-with-image-box .sc-box-with-image-box-inner .sc-box-with-image-box-title{font-weight:700;font-size:25px;margin:1rem 0 0.5rem;color:#153257;}@media (min-width: 992px){.css-n8enmv .sc-box-with-image.right{padding:2rem 7.5rem 2rem 2.5rem;margin:1.5rem 95px 1.5rem 0;}}@media (min-width: 992px){.css-n8enmv .sc-box-with-image.right .sc-box-with-image-img{left:auto;right:0;margin-left:0;margin-right:-95px;}}.css-n8enmv .sc-brians-pro-tip .sc-brians-pro-tip-header{padding:1.25rem 1.25rem;margin-left:-1.25rem;margin-right:-1.25rem;margin-top:-1.25rem;margin-bottom:1.25rem;background-color:#abc97b;}.css-n8enmv .sc-brians-pro-tip .sc-brians-pro-tip-header .sc-brians-pro-tip-title{margin:0;color:#fff;}.css-n8enmv .sc-brians-pro-tip .sc-brians-pro-tip-header .sc-brians-pro-tip-title .title{font-weight:300;}.css-n8enmv .sc-brians-pro-tip.alert-info .sc-brians-pro-tip-header{background-color:#d0d0d0;}.css-n8enmv .sc-brians-pro-tip.alert-warning .sc-brians-pro-tip-header{background-color:#c7be9d;}.css-n8enmv .sc-brians-pro-tip.alert-danger .sc-brians-pro-tip-header{background-color:#e8a59b;}.css-n8enmv .sc-brians-pro-tip.alert-yellow .sc-brians-pro-tip-header{background-color:#d7db97;}.css-n8enmv .sc-brians-take{padding:0!important;margin:0!important;margin:0 0 20px 0!important;border-radius:3.5px!important;border-color:#dddddd!important;padding:2rem!important;}.css-n8enmv .sc-brians-take >:last-child{margin-bottom:0;}.css-n8enmv .sc-brians-take .sc-embed-youtube,.css-n8enmv .sc-brians-take .sc-wistia-embed{margin-bottom:0;}.css-n8enmv .sc-brians-take .sc-title{margin:0.5rem 0 1.25rem;}@media (min-width: 768px){.css-n8enmv .sc-brians-take .sc-title{margin:0 0 1.25rem;}}.css-n8enmv .sc-brians-take .sc-picture{position:relative;margin-bottom:0!important;padding-right:1rem;}@media (min-width: 768px){.css-n8enmv .sc-brians-take .sc-picture{padding-right:1.5rem;}}.css-n8enmv .sc-brians-take .sc-picture img{max-width:none;position:relative;z-index:100;margin-bottom:0!important;border-radius:50%!important;width:45px;height:45px;margin:0;}@media (min-width: 768px){.css-n8enmv .sc-brians-take .sc-picture img{width:70px;height:70px;}}.css-n8enmv .sc-brians-take .sc-picture:after{content:"";position:absolute;top:1px;left:0;border-radius:50%;width:45px;height:45px;}@media (min-width: 768px){.css-n8enmv .sc-brians-take .sc-picture:after{width:70px;height:70px;}}@media (min-width: 540px){.css-n8enmv .sc-brians-take p:first-of-type{padding-left:94px;}}.css-n8enmv .sc-brians-take.alert-success .sc-picture:after{background-color:#abc97b;}.css-n8enmv .sc-brians-take.alert-info .sc-picture:after{background-color:#d0d0d0;}.css-n8enmv .sc-brians-take.alert-warning .sc-picture:after{background-color:#c7be9d;}.css-n8enmv .sc-brians-take.alert-danger .sc-picture:after{background-color:#e8a59b;}.css-n8enmv .sc-brians-take.alert-yellow .sc-picture:after{background-color:#d7db97;}.post-template-template-jumbo-guide .css-n8enmv .sc-brians-take{border-radius:3.5px!important;border-color:#dddddd!important;padding:2rem!important;}.post-template-template-jumbo-guide .css-n8enmv .sc-brians-take p:first-of-type{padding-left:0!important;}.post-template-template-jumbo-guide .css-n8enmv .sc-brians-take .sc-picture{display:none;}@media (min-width: 768px){.post-template-template-jumbo-guide .css-n8enmv .sc-brians-take .sc-picture{display:block;}}.post-template-template-jumbo-guide .css-n8enmv .sc-brians-take .sc-title{margin-bottom:1rem!important;}.css-n8enmv .sc-brians-take p:first-of-type{padding-left:0!important;}.css-n8enmv .sc-brians-take .sc-picture{display:none;}@media (min-width: 768px){.css-n8enmv .sc-brians-take .sc-picture{display:block;}}.css-n8enmv .sc-brians-take .sc-title{margin-bottom:1rem!important;}.css-n8enmv .sc-check-item{font-size:1.5rem!important;}.css-n8enmv .sc-check-item span{vertical-align:middle;}.css-n8enmv .sc-check-item .sc-check-item-number{color:#0fb5b0;}.css-n8enmv .sc-check-item .sc-check-item-icon{vertical-align:middle;width:40px;height:40px;border-radius:20px;background-color:#0fb5b0;color:#fff;position:relative;display:inline-block;}.css-n8enmv .sc-check-item .sc-check-item-icon:before{text-shadow:1px 1px 1px rgba(118, 118, 118, 0.5);position:absolute;left:50%;top:50%;-webkit-transform:translate3d(-50%, -50%, 0);-moz-transform:translate3d(-50%, -50%, 0);-ms-transform:translate3d(-50%, -50%, 0);transform:translate3d(-50%, -50%, 0);font-size:24px;margin-top:2px;}.css-n8enmv .sc-click-tweet >span{pointer-events:none;}.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;margin-bottom:1rem;width:100%;max-width:100%;background-color:#4099ff;font-size:0.85rem;font-family:"Inter",-apple-system,BlinkMacSystemFont,"Segoe UI",Roboto,"Helvetica Neue",Arial,"Noto Sans",sans-serif,"Apple Color Emoji","Segoe UI Emoji","Segoe UI Symbol","Noto Color Emoji";letter-spacing:0.05rem;color:#ffffff;text-transform:uppercase;-webkit-text-decoration:none;text-decoration:none;overflow:hidden;font-weight:600;border-radius:4px;-webkit-transition:background-color 0.2s ease-in;transition:background-color 0.2s ease-in;padding:1.25rem 1.25rem 1.875rem 1.25rem;-webkit-background-position:center bottom;background-position:center bottom;-webkit-background-size:25.625rem auto;background-size:25.625rem auto;}@media (max-width: 767.98px){.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text{-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;}}@media (min-width: 768px){.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text{-webkit-box-pack:justify;-webkit-justify-content:space-between;justify-content:space-between;-webkit-background-position:right center;background-position:right center;-webkit-background-size:17.5rem auto;background-size:17.5rem auto;padding:0 0.625rem 0.0625rem 1.875rem;}}.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text:hover{background-color:#4a9eff;}.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text:active{background-color:#3e95f9;}.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text:active,.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text:hover,.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text:visited{-webkit-text-decoration:none;text-decoration:none;}.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text .sc-click-tweet-content,.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text .sc-click-tweet-icon{line-height:normal;}.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text .sc-click-tweet-content{padding-bottom:0;padding-top:0;line-height:1.8;text-align:center;}@media (min-width: 768px){.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text .sc-click-tweet-content{padding-bottom:0.625rem;padding-top:0.625rem;line-height:inherit;text-align:left;}}.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text .sc-click-tweet-icon{font-size:2rem;width:4rem;height:4rem;min-width:4rem;min-height:4rem;position:relative;border-radius:2.1875rem;text-align:center;line-height:3.9375rem;box-shadow:0 1px 0 rgba(0, 0, 0, 0.15);margin-bottom:auto;margin-top:1.2rem;}@media (min-width: 768px){.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text .sc-click-tweet-icon{margin-top:auto;}}.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text .sc-click-tweet-icon.icon-twitter{padding-top:1px;padding-left:0.375rem;background:#55aaff;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-box-pack:center;-ms-flex-pack:center;-webkit-justify-content:center;justify-content:center;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;padding:0;}.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text .sc-click-tweet-icon.icon-twitter::before{content:"";background:url(data:image/svg+xml;base64,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);width:32px;height:30px;background-repeat:no-repeat;display:block;margin-top:-4px;margin-left:2px;}.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text .sc-click-tweet-icon .ring-one,.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text .sc-click-tweet-icon .ring-three,.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text .sc-click-tweet-icon .ring-two{position:absolute;border-radius:50%;left:50%;top:50%;opacity:0.1;background-image:linear-gradient( to bottom, rgba(255, 255, 255, 0) 0%, rgba(255, 255, 255, 1) 100% );}.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text .sc-click-tweet-icon .ring-one{height:7.875rem;width:7.875rem;margin-left:-3.9375rem;margin-top:-3.9375rem;}.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text .sc-click-tweet-icon .ring-two{height:13.5rem;width:13.5rem;margin-left:-6.75rem;margin-top:-6.75rem;}.css-n8enmv .sc-click-tweet.sc-click-tweet-stylised-text .sc-click-tweet-icon .ring-three{height:25.625rem;width:25.625rem;margin-left:12.8125rem;margin-top:12.8125rem;}.css-n8enmv .sc-definition-box .sc-image{padding-right:1rem;}@media (min-width: 768px){.css-n8enmv .sc-definition-box .sc-image{padding-right:1.5rem;}}.css-n8enmv .sc-definition-box .sc-image img{height:auto;max-width:45px!important;}@media (min-width: 768px){.css-n8enmv .sc-definition-box .sc-image img{max-width:70px!important;}}.css-n8enmv .sc-definition-box .sc-header{padding-bottom:1.25rem;}.css-n8enmv .sc-definition-box .sc-header .sc-term{font-size:22px;margin:0.2rem 0 1rem;}.css-n8enmv .sc-definition-box .sc-header .sc-type,.css-n8enmv .sc-definition-box .sc-header .sc-pronunciation{margin-bottom:0;}.css-n8enmv .sc-definition-box .sc-definition{margin:0 -1.25rem -1.25rem;padding:1.25 1.25;background-color:#e8e8e8;border-top:1px solid #d8d8d8;}.css-n8enmv .sc-definition-box .sc-definition >:last-child{margin-bottom:0;}.css-n8enmv .sc-definition-box .sc-definition .sc-definition-title{margin-bottom:1rem;}.css-n8enmv .sc-definition-box.font-gotham{font-family:"Inter",-apple-system,BlinkMacSystemFont,"Segoe UI",Roboto,"Helvetica Neue",Arial,"Noto 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.sc-type{font-weight:300;font-style:italic;font-size:0.9rem;}@media (min-width: 992px){.css-n8enmv .sc-definition-box.font-gotham .media .sc-header .sc-type{font-size:1rem;}}.css-n8enmv .sc-definition-box.font-gotham .media p{font-family:"Inter",-apple-system,BlinkMacSystemFont,"Segoe UI",Roboto,"Helvetica Neue",Arial,"Noto Sans",sans-serif,"Apple Color Emoji","Segoe UI Emoji","Segoe UI Symbol","Noto Color Emoji";font-size:1rem;font-weight:300;}.css-n8enmv .sc-definition-box.font-gotham .sc-definition{font-family:"Inter",-apple-system,BlinkMacSystemFont,"Segoe UI",Roboto,"Helvetica Neue",Arial,"Noto Sans",sans-serif,"Apple Color Emoji","Segoe UI Emoji","Segoe UI Symbol","Noto Color Emoji";color:#fff;}.css-n8enmv .sc-definition-box.font-gotham .sc-definition p{font-family:"Inter",-apple-system,BlinkMacSystemFont,"Segoe UI",Roboto,"Helvetica Neue",Arial,"Noto Sans",sans-serif,"Apple Color Emoji","Segoe UI Emoji","Segoe UI Symbol","Noto Color Emoji";font-size:1rem;font-weight:300;}.css-n8enmv .sc-definition-box.font-gotham .sc-further-text{color:#fff;font-size:0.9rem;}@media (min-width: 768px){.css-n8enmv .sc-definition-box.font-gotham .sc-further-text{font-size:1.125rem;}}.css-n8enmv .sc-definition-box.blue-style{background-color:#168de9;border:0px none!important;border-radius:4px;padding:30px;}@media (min-width: 768px){.css-n8enmv .sc-definition-box.blue-style{padding:1.5625rem 1.5625rem 1.5625rem 2.5rem;}}.css-n8enmv .sc-definition-box.blue-style .media{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:row-reverse;-ms-flex-direction:row-reverse;flex-direction:row-reverse;-webkit-align-items:flex-start;-webkit-box-align:flex-start;-ms-flex-align:flex-start;align-items:flex-start;-webkit-box-pack:justify;-webkit-justify-content:space-between;justify-content:space-between;}.css-n8enmv .sc-definition-box.blue-style .media .sc-initials{background-color:#fff;color:#168de9;border-radius:50%;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;-webkit-box-pack:center;-ms-flex-pack:center;-webkit-justify-content:center;justify-content:center;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;width:2.5rem;height:2.5rem;min-width:2.5rem;min-height:2.5rem;max-width:2.5rem;}@media (min-width: 992px){.css-n8enmv .sc-definition-box.blue-style .media .sc-initials{width:3.40625rem;height:3.40625rem;min-width:3.40625rem;min-height:3.40625rem;max-width:3.40625rem;}}.css-n8enmv .sc-definition-box.blue-style .media .sc-initials span{font-weight:400;line-height:normal;text-align:center;font-size:0.85rem;}@media (min-width: 992px){.css-n8enmv .sc-definition-box.blue-style .media .sc-initials span{font-size:1.1875rem;}}.css-n8enmv .sc-definition-box.blue-style .sc-definition{padding:0;background-color:transparent;border:0px none;margin:auto;font-size:0.9rem;}@media (min-width: 768px){.css-n8enmv .sc-definition-box.blue-style .sc-definition{margin:0 10px 0 40px;}}@media (min-width: 992px){.css-n8enmv .sc-definition-box.blue-style .sc-definition{font-size:1rem;}}.css-n8enmv .sc-definition-box.blue-style .sc-further-text{background-color:#1686dc;margin:0;padding:0;border-radius:0 0 4px 4px;}.css-n8enmv .sc-definition-box.blue-style .sc-further-text ul,.css-n8enmv .sc-definition-box.blue-style .sc-further-text ol{padding:0;list-style-type:none;}.css-n8enmv .sc-definition-box.blue-style .sc-further-text ul li:before,.css-n8enmv .sc-definition-box.blue-style .sc-further-text ol li:before{content:"•";font-size:0.9375rem;padding-right:6px;}.css-n8enmv .sc-definition-box.blue-style.has-further-text{padding:0;}.css-n8enmv .sc-definition-box.blue-style.has-further-text .media{padding:30px 30px 0 30px;}@media (min-width: 768px){.css-n8enmv .sc-definition-box.blue-style.has-further-text .media{padding:1.5625rem 1.5625rem 0 2.5rem;}}.css-n8enmv .sc-definition-box.blue-style.has-further-text .sc-definition{padding:0 30px 30px 30px;}@media (min-width: 768px){.css-n8enmv .sc-definition-box.blue-style.has-further-text .sc-definition{padding:0 1.5625rem 1.5625rem 2.5rem;}}.css-n8enmv .sc-definition-box.blue-style.has-further-text .sc-further-text{padding:30px;}@media (min-width: 768px){.css-n8enmv .sc-definition-box.blue-style.has-further-text .sc-further-text{padding:1.5625rem 2.5rem;}}.css-n8enmv .sc-email-script .orange,.css-n8enmv .sc-email-script-grey .orange,.css-n8enmv .sc-email-script-white .orange,.css-n8enmv .sc-email-script-light-grey .orange{color:#ee4a03;}.css-n8enmv .sc-email-script .green,.css-n8enmv .sc-email-script-grey .green,.css-n8enmv .sc-email-script-white .green,.css-n8enmv .sc-email-script-light-grey .green{color:#8dbb48;}.css-n8enmv .sc-email-script .turquoise,.css-n8enmv .sc-email-script-grey .turquoise,.css-n8enmv .sc-email-script-white .turquoise,.css-n8enmv .sc-email-script-light-grey .turquoise{color:#348099;}.css-n8enmv .sc-email-script .medblue,.css-n8enmv .sc-email-script-grey .medblue,.css-n8enmv .sc-email-script-white .medblue,.css-n8enmv .sc-email-script-light-grey .medblue{color:#2280cd;}.css-n8enmv .sc-email-script.br-4,.css-n8enmv .sc-email-script-grey.br-4,.css-n8enmv .sc-email-script-white.br-4,.css-n8enmv .sc-email-script-light-grey.br-4{border-radius:4px;}.css-n8enmv .sc-email-script{margin-bottom:1rem;padding-left:1rem;color:#767676;font-weight:400;border-left:4px solid #ebebeb;}.css-n8enmv .sc-email-script-grey,.css-n8enmv .sc-email-script-white,.css-n8enmv .sc-email-script-light-grey{font-size:inherit;color:inherit;font-weight:inherit;padding:1.75rem;margin-bottom:1rem;}.css-n8enmv .sc-email-script-grey p:last-of-type,.css-n8enmv .sc-email-script-white p:last-of-type,.css-n8enmv .sc-email-script-light-grey p:last-of-type{margin-bottom:0!important;}.css-n8enmv .sc-email-script-grey{background-color:#f7f7f7;}.css-n8enmv .sc-email-script-white{background-color:#fff;}.css-n8enmv .sc-email-script-light-grey{background-color:#ffffff;}.css-n8enmv .sc-embed-youtube,.css-n8enmv .sc-wistia-embed{margin-bottom:1.3rem;}.css-n8enmv .sc-embed-youtube.remove-click-to-play div[data-handle="clickForSoundButton"],.css-n8enmv .sc-wistia-embed.remove-click-to-play div[data-handle="clickForSoundButton"]{display:none!important;}.css-n8enmv .sc-embed-youtube.remove-click-to-play button[aria-label="Pause"],.css-n8enmv .sc-wistia-embed.remove-click-to-play button[aria-label="Pause"]{display:none!important;}.css-n8enmv .sc-embed-youtube.image-border,.css-n8enmv .sc-wistia-embed.image-border{border:2px solid #eaebf1;border-radius:5px;}.css-n8enmv .sc-embed-youtube.w-30,.css-n8enmv .sc-wistia-embed.w-30,.css-n8enmv .sc-embed-youtube.w-30-sm-up,.css-n8enmv .sc-wistia-embed.w-30-sm-up,.css-n8enmv .sc-embed-youtube.w-30-md-up,.css-n8enmv .sc-wistia-embed.w-30-md-up,.css-n8enmv .sc-embed-youtube.w-75,.css-n8enmv .sc-wistia-embed.w-75,.css-n8enmv .sc-embed-youtube.w-75-sm-up,.css-n8enmv .sc-wistia-embed.w-75-sm-up,.css-n8enmv .sc-embed-youtube.w-75-md-up,.css-n8enmv .sc-wistia-embed.w-75-md-up{width:auto;height:auto;margin-left:auto;margin-right:auto;}.css-n8enmv .sc-embed-youtube.w-30,.css-n8enmv .sc-wistia-embed.w-30{width:100%!important;max-width:275px!important;}.css-n8enmv .sc-embed-youtube.w-75,.css-n8enmv .sc-wistia-embed.w-75{width:100%!important;max-width:700px!important;}@media (min-width: 540px){.css-n8enmv .sc-embed-youtube.w-30-sm-up,.css-n8enmv .sc-wistia-embed.w-30-sm-up{width:100%!important;max-width:275px!important;}}@media (min-width: 540px){.css-n8enmv .sc-embed-youtube.w-75-sm-up,.css-n8enmv .sc-wistia-embed.w-75-sm-up{width:100%!important;max-width:700px!important;}}@media (min-width: 768px){.css-n8enmv .sc-embed-youtube.w-30-md-up,.css-n8enmv .sc-wistia-embed.w-30-md-up{width:100%!important;max-width:275px!important;}}@media (min-width: 768px){.css-n8enmv .sc-embed-youtube.w-75-md-up,.css-n8enmv .sc-wistia-embed.w-75-md-up{width:100%!important;max-width:700px!important;}}.css-n8enmv .sc-wistia-embed{padding:0!important;}.css-n8enmv .sc-wistia-embed.image-border{margin-bottom:1.3rem;}.css-n8enmv .small-youtube{width:auto;height:auto;margin:0 auto;}@media (min-width: 768px){.css-n8enmv .small-youtube{width:70%!important;}}.css-n8enmv .small-wistia{width:auto;height:auto;margin:0 auto;}@media (min-width: 768px){.css-n8enmv .small-wistia{width:37.5rem!important;padding:21rem 0 0 0!important;}}.css-n8enmv .embed-responsive{position:relative;display:block;width:100%;padding:0;overflow:hidden;}.css-n8enmv .embed-responsive:before{display:block;content:"";}.css-n8enmv .embed-responsive .embed-responsive-item,.css-n8enmv .embed-responsive embed,.css-n8enmv .embed-responsive iframe,.css-n8enmv .embed-responsive object,.css-n8enmv .embed-responsive video{position:absolute;top:0;bottom:0;left:0;width:100%;height:100%;border:0;}.css-n8enmv .embed-responsive-21by9:before{padding-top:42.85714%;}.css-n8enmv .embed-responsive-16by9:before{padding-top:56.25%;}.css-n8enmv .embed-responsive-4by3:before{padding-top:75%;}.css-n8enmv .embed-responsive-1by1:before{padding-top:100%;}.css-n8enmv .sc-golden-rule{position:relative;padding-left:40px;margin-bottom:1rem;}.css-n8enmv .sc-golden-rule .sc-golden-rule-icon{position:absolute;top:0;left:0;height:30px;width:30px;border-radius:15px;background-color:#ffc107;color:rgba(255, 255, 255, 0.7);font-size:18px;}.css-n8enmv .sc-golden-rule .sc-golden-rule-icon:before{position:absolute;left:50%;top:50%;-webkit-transform:translate3d(-50%, -50%, 0);-moz-transform:translate3d(-50%, -50%, 0);-ms-transform:translate3d(-50%, -50%, 0);transform:translate3d(-50%, -50%, 0);}.css-n8enmv .sc-golden-rule .sc-golden-rule-title{color:#ffc107;padding-top:0.2rem;margin-bottom:0;font-weight:700;text-transform:none;font-size:1.25rem!important;}.css-n8enmv .sc-green-newsletter-signup{max-width:100%;background-color:#00bc98;padding:2rem;}.css-n8enmv .sc-green-newsletter-signup .sc-green-newsletter-signup-title{font-weight:700;font-size:1.25rem;}.css-n8enmv .sc-keyword-box{background-color:#daf2c8;border:1px solid #c5eaa8;border-radius:4px;font-weight:700;padding:10px 20px;text-align:center;margin:0 auto 1rem;display:block;}@media (min-width: 992px){.css-n8enmv .sc-keyword-box{display:inline-block;}}@media (max-width: 991.98px){.css-n8enmv .sc-keyword-box{width:80%;}}.css-n8enmv .sc-large-btn{padding-bottom:1rem;text-align:center;}.css-n8enmv .sc-large-btn.align-left{text-align:left;}.css-n8enmv .sc-large-btn.align-right{text-align:right;}.css-n8enmv .sc-large-btn 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.btn.btn-danger:hover{background-color:#cb313f;border-color:#c62f3e;}.css-n8enmv .sc-large-btn .btn.btn-danger:active{background-color:#c62f3e;border-color:#c02e3c;}.css-n8enmv .sc-large-btn .btn.btn-warning{color:#fff;background-color:#ff642d;border-color:#ff642d;}.css-n8enmv .sc-large-btn .btn.btn-warning:hover{background-color:#eb5c29;border-color:#e55a28;}.css-n8enmv .sc-large-btn .btn.btn-warning:active{background-color:#e55a28;border-color:#df5727;}.css-n8enmv .sc-large-btn .btn.btn-info{color:#fff;background-color:#0077cc;border-color:#0077cc;}.css-n8enmv .sc-large-btn .btn.btn-info:hover{background-color:#006ebc;border-color:#006bb7;}.css-n8enmv .sc-large-btn .btn.btn-info:active{background-color:#006bb7;border-color:#0068b2;}.css-n8enmv .sc-large-btn .btn.btn-rounded{border-radius:9999px;font-weight:700;text-transform:none;}.css-n8enmv .sc-large-btn.has-icon .btn{position:relative;border-radius:0;}@media (max-width: 767.98px){.css-n8enmv .sc-large-btn.has-icon .btn{white-space:normal;}}@media (min-width: 1px){.css-n8enmv .sc-large-btn.has-icon .btn{padding-left:3.5rem;}}@media (min-width: 992px){.css-n8enmv .sc-large-btn.has-icon .btn{padding-left:4rem;}}.css-n8enmv .sc-large-btn.has-icon .btn i{position:absolute;left:0.5rem;top:50%;font-size:3rem;-webkit-transform:translateY(-50%);-moz-transform:translateY(-50%);-ms-transform:translateY(-50%);transform:translateY(-50%);}.css-n8enmv .sc-list-item{color:#1d4477;margin:1.5rem 0;}.css-n8enmv .sc-list-item .sc-list-item-number{display:block;width:46px;height:46px;line-height:40px;border-radius:23px;background-color:#c8daf2;border:3px solid #fff;position:relative;text-align:center;font-size:1.25rem;margin:0 0 1rem 6px;}.css-n8enmv .sc-list-item .sc-list-item-number:before{content:"";border:4px solid #1d4477;width:54px;height:54px;border-radius:27px;left:-7px;top:-7px;position:absolute;}.css-n8enmv .sc-list-item .sc-list-item-number.green{background-color:#d0eeb8;}.css-n8enmv .sc-list-item .sc-list-item-number.green:before{border-color:#426528;}.css-n8enmv .sc-list-item .sc-list-item-content{font-size:0.875rem;}.css-n8enmv .sc-list-item .sc-list-item-content.green{color:#325715;}.css-n8enmv .sc-list-item .sc-list-item-content.white{color:#fff;}.css-n8enmv .sc-number-circle-box-title{position:relative;background:#334275;color:#ffffff;font-weight:600;font-family:"Inter",-apple-system,BlinkMacSystemFont,"Segoe UI",Roboto,"Helvetica Neue",Arial,"Noto Sans",sans-serif,"Apple Color Emoji","Segoe UI Emoji","Segoe UI Symbol","Noto Color Emoji";text-align:center;line-height:1.55;margin-top:4.375rem;margin-bottom:1.5rem;border-radius:4px;padding:3.125rem 1.25rem 1.875rem 1.25rem;font-size:1.25rem;}@media (min-width: 768px){.css-n8enmv .sc-number-circle-box-title{padding:3.4375rem 2.5rem 1.875rem 2.5rem;font-size:1.625rem;}}.css-n8enmv .sc-number-circle-box-title__number{position:absolute;color:#ffffff;background-color:#5e6980;top:0;font-weight:100;left:50%;width:3.75rem;height:3.75rem;line-height:3.75rem;font-size:1.875rem;margin-left:-1.875rem;margin-top:-1.875rem;border-radius:2.5rem;}@media (min-width: 768px){.css-n8enmv .sc-number-circle-box-title__number{width:5rem;height:5rem;line-height:5rem;font-size:2.6875rem;margin-left:-2.5rem;margin-top:-2.5rem;}}.css-n8enmv .sc-number-circle-box-title__hide{display:none;}.css-n8enmv .sc-number-circle-box-title__anchorlink{-webkit-text-decoration:none;text-decoration:none;cursor:default;color:inherit;}.css-n8enmv .sc-number-circle-box-title__anchorlink:active,.css-n8enmv .sc-number-circle-box-title__anchorlink:hover,.css-n8enmv .sc-number-circle-box-title__anchorlink:visited{-webkit-text-decoration:none;text-decoration:none;color:inherit;}.css-n8enmv .sc-optin-form{width:480px;max-width:100%;margin-left:auto;margin-right:auto;background-color:#00bc98;text-align:center;padding:2rem;}.css-n8enmv .sc-optin-form .sc-optin-form-title{color:#fff;font-size:1.25rem;}.css-n8enmv .sc-optin-form .form-control{text-align:center;}.css-n8enmv .sc-optin-form.gray{background-color:#ebebeb;}.css-n8enmv .sc-optin-form.gray .sc-optin-form-title{color:black;}.css-n8enmv .sc-post-summary{background-color:#f1f6fa;border:2px solid #178eea;color:#000;width:auto;display:-webkit-inline-box;display:-webkit-inline-flex;display:-ms-inline-flexbox;display:inline-flex;-webkit-flex-direction:row;-ms-flex-direction:row;flex-direction:row;-webkit-align-items:flex-start;-webkit-box-align:flex-start;-ms-flex-align:flex-start;align-items:flex-start;margin-bottom:1.5rem;padding:1rem;}@media (min-width: 768px){.css-n8enmv .sc-post-summary{padding:1.75rem;}}@media (min-width: 992px){.css-n8enmv .sc-post-summary{-webkit-box-flex:2;-webkit-flex-grow:2;-ms-flex-positive:2;flex-grow:2;}}.css-n8enmv .sc-post-summary .sc-post-summary-inner{margin-bottom:0!important;margin-top:0;width:100%;}@media (min-width: 768px){.css-n8enmv .sc-post-summary .sc-post-summary-inner{margin-top:-0.25rem!important;width:auto;}}.css-n8enmv .sc-post-summary .sc-post-summary-inner >:last-child{margin-bottom:0!important;}.css-n8enmv .sc-post-summary .sc-post-summary-inner h2.sc-post-summary-inner_title{text-align:center;}.css-n8enmv .sc-post-summary.font-georgia{font-family:"Georgia",serif;font-weight:400;}.css-n8enmv .sc-post-summary.font-gotham *{font-family:"Inter",-apple-system,BlinkMacSystemFont,"Segoe UI",Roboto,"Helvetica Neue",Arial,"Noto Sans",sans-serif,"Apple Color Emoji","Segoe UI Emoji","Segoe UI Symbol","Noto Color Emoji"!important;font-weight:300;line-height:1.5;font-size:0.875rem;}@media (min-width: 768px){.css-n8enmv .sc-post-summary.font-gotham 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th{font-size:0.9rem;}@media (max-width: 991.98px){.css-n8enmv table.table-results,.css-n8enmv table.table-results tbody,.css-n8enmv table.table-results td,.css-n8enmv table.table-results th,.css-n8enmv table.table-results thead,.css-n8enmv table.table-results tr{display:block;}}.css-n8enmv table.table-layout-auto{table-layout:auto;}.css-n8enmv table.table-layout-auto th,.css-n8enmv table.table-layout-auto td{table-layout:auto;width:1%;}.css-n8enmv .table-responsive table.table-primary{table-layout:auto;}.css-n8enmv .table-responsive table.table-primary th,.css-n8enmv .table-responsive table.table-primary td{table-layout:auto;width:1%;}@media (min-width: 992px){.css-n8enmv .max-width-1200-lg-up{max-width:1200px!important;}.css-n8enmv .max-width-1200-lg-up >iframe.embed-responsive-item{padding-left:17%;padding-right:17%;}.css-n8enmv .max-width-1200-lg-up.embed-responsive-16by9::before{padding-top:37.25%;}.css-n8enmv .max-width-1200-lg-up.embed-responsive-21by9::before{padding-top:37.25%;}}.css-n8enmv .greencirclenumber[data-num]:before{content:attr(data-num);display:inline-block;width:2.5rem;height:2.5rem;line-height:2.5rem;border-radius:1.25rem;background-color:#00bc98;color:#fff;text-align:center;font-weight:normal;margin-right:1rem;}.css-n8enmv >*+h2,.css-n8enmv *+p>.h2{margin-top:2.25rem!important;margin-bottom:1.75rem!important;}.css-n8enmv .wistia_embed{position:absolute;top:0;right:0;bottom:0;left:0;}.css-n8enmv .wistia_embed >iframe{width:100%;height:100%;}.css-n8enmv .wistia_thumbnail{position:absolute;top:0;margin:0;bottom:0;right:0;left:0;height:100%;object-fit:cover;width:100%;}.css-n8enmv ul{margin-top:0!important;}.css-n8enmv ul li{line-height:32px;}</style><div id="content" class="css-n8enmv"><p>Companies want to rank at the top of their target keywords. Statistics from FirstPage indicate ranking on top of SERP in your niche<a href="https://firstpagesage.com/seo-blog/google-click-through-rates-ctrs-by-ranking-position/"> generates 39.8% CTR</a> rates in 2023. Now that’s a massive traffic share considering that second and third-ranking results get 18.7% and 10.2% respectively.</p> <p>Search volume remains inadequate as the most influential ranking factor. However, it’s imperative to get position zero, often known as <a href="https://backlinko.com/hub/seo/featured-snippets">Featured Snippets, </a>as a way of funneling most traffic to their site.</p> <h2>Good CTR for SEO</h2> <p>On average, a CTR of above 3% is considered good for SEO. In layman’s language, it implies out of 100 people who come across your site, 3 people click on it.</p> <p>Let’s try to break down the CTR concept further.</p> <h3><span style="font-weight: 400;">What is Organic CTR? </span></h3> <p><span style="font-weight: 400;">Refers to the number of clicks a search query receives on a single day, divided by the number of times it’s visible on SERP (commonly known as impressions). Backlinko provides an in-depth article highlighting best practices on how </span><a href="https://backlinko.com/hub/seo/organic-ctr"><span style="font-weight: 400;">CTR leads to higher rankings and more traffic</span></a><span style="font-weight: 400;">. </span></p> <figure style="max-width: 648px" class="backlinko-image__screenshot backlinko-image backlinko-has-border"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 20.35466461064%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1.webp 1297w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-300x61.webp 300w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-1280x261.webp 1280w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-768x156.webp 768w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-480x98.webp 480w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-640x130.webp 640w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-960x195.webp 960w" sizes="(max-width: 648px) 100vw, 648px"><img decoding="async" style="max-width: 648px !important" title="Semrush CTR 1" alt="Backlinko gives CTR best stats" data-aspect-ratio="0.2037037037037" src="https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1.png" srcset="https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1.png 1297w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-300x61.png 300w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-1280x261.png 1280w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-768x156.png 768w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-480x98.png 480w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-640x130.png 640w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-960x195.png 960w" sizes="(max-width: 648px) 100vw, 648px" loading="lazy"></picture></figure> <p> </p> <p>We analyzed 4 million Google search results to better understand the organic click-through rate.</p> <p>First, we analyzed CTR data across 1,312,881 pages and 12,166,560 search queries.</p> <p>Then, we looked at how factors like title tag length, sentiment, and meta descriptions affect organic CTR.</p> <p>Thanks to data provided from <a title="Semrush" href="https://semrush.com/?utm_campaign=google-ctr-stats&utm_source=backlinko.com&utm_medium=referral" target="_blank" rel="noopener">Semrush</a>, we were able to get CTR data from several different Google Search Console accounts.</p> <p>So without further ado, let’s see the results.</p> <h2 class="text-center">Here is a Summary of Our Key Findings:</h2> <p>1. The #1 result in Google’s organic search results has <strong>an average CTR of 27.6%</strong>.</p> <p>2. The #1 organic result is <strong>10x more likely</strong> to receive a click compared to a page in the #10 spot.</p> <p>3. <strong>Organic CTR for positions 8-10 is virtually the same.</strong> Therefore moving up a few spots on the bottom of the first page may not result in more organic traffic.</p> <p>4. On average, <strong>moving up 1 spot in the search results will increase CTR by 2.8%</strong>. However, this depends on where you’re moving from and to. Moving from position #3 to position #2 will usually result in a significant CTR boost. However, moving from #10 to #9 doesn’t make a statistically significant difference.</p> <p>5. <strong>Titles that do and do not contain a question have similar CTRs.</strong></p> <p>6. <strong>Title tags between 40 to 60 characters have the highest CTR.</strong> According to our data, pages with a <a title="What Is a Title Tag?" href="https://www.semrush.com/blog/on-page-seo-basics-page-titles/?utm_campaign=google-ctr-stats&utm_source=backlinko.com&utm_medium=referral" target="_blank" rel="noopener">title tag</a> length between 40 and 60 characters have a TK% higher CTR compared to those that are outside of that range.</p> <p>7. Longer keywords tend to have a higher CTR: <strong>keywords between 10-15 words in length get 1.76x more clicks</strong> than single-word terms.</p> <p>8. URLs that contain terms similar to a keyword have <strong>a 45% higher click-through rate</strong> compared to URLs that don’t contain a keyword.</p> <p>9. Positive titles may improve your CTR. We found that <strong>titles with a positive sentiment improved CTR by approximately 4%</strong>.</p> <p>I have detailed data and information on our analysis below.</p> <h2 id="number-one-result-clicks" class="text-center">The #1 Result In Google Gets 27.6% of All Clicks</h2> <p>The initial goal of our study was to establish CTR benchmarks.</p> <p>Using our full data set of ~4 million results, we found that the #1 result has the highest CTR (by far).</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 77.2%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-300x232.webp 300w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1280x988.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-768x593.webp 768w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1536x1186.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-2048x1581.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-480x371.webp 480w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-640x494.webp 640w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-960x741.webp 960w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1440x1112.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1600x1235.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1920x1482.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="The number one result in Google has the highest organic CTR" alt="The number one result in Google has the highest organic CTR" data-aspect-ratio="0.77142857142857" src="https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr.png" srcset="https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr.png 2500w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-300x232.png 300w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1280x988.png 1280w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-768x593.png 768w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1536x1186.png 1536w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-2048x1581.png 2048w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-480x371.png 480w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-640x494.png 640w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-960x741.png 960w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1440x1112.png 1440w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1600x1235.png 1600w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1920x1482.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>We also saw a sharp CTR dropoff starting on the 2nd page of the results.</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 78%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-300x234.webp 300w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1280x998.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-768x599.webp 768w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1536x1198.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-2048x1597.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-480x374.webp 480w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-640x499.webp 640w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-960x749.webp 960w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1440x1123.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1600x1248.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1920x1498.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="Few Google searchers visit the 2nd page and beyond" alt="Few Google searchers visit the 2nd page and beyond" data-aspect-ratio="0.78" src="https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond.png" srcset="https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond.png 2500w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-300x234.png 300w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1280x998.png 1280w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-768x599.png 768w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1536x1198.png 1536w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-2048x1597.png 2048w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-480x374.png 480w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-640x499.png 640w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-960x749.png 960w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1440x1123.png 1440w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1600x1248.png 1600w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1920x1498.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>In fact, only .63% of Google searchers clicked on something from the second page.</p> <p>This CTR trend is consistent with other CTR industry studies, <a title="Google Organic CTR History" href="https://www.advancedwebranking.com/ctrstudy/" target="_blank" rel="noopener">like this one from Advanced Web Ranking</a>.</p> <figure style="max-width: 700px" class="backlinko-image__screenshot backlinko-image backlinko-has-border"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 88.28%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-300x265.webp 300w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1280x1130.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-768x678.webp 768w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1536x1356.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-2048x1808.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-480x424.webp 480w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-640x565.webp 640w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-960x847.webp 960w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1440x1271.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1600x1412.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1920x1695.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="Advanced Web Ranking – CTR Study" alt="Advanced Web Ranking – CTR Study" data-aspect-ratio="0.88285714285714" src="https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study.png" srcset="https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study.png 2500w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-300x265.png 300w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1280x1130.png 1280w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-768x678.png 768w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1536x1356.png 1536w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-2048x1808.png 2048w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-480x424.png 480w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-640x565.png 640w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-960x847.png 960w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1440x1271.png 1440w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1600x1412.png 1600w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1920x1695.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>And after we analyzed our cleaned-up data, we found that the #1 result in Google has a CTR of 27.6%.</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 87.2%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-300x262.webp 300w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1280x1116.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-768x670.webp 768w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1536x1339.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-2048x1786.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-480x419.webp 480w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-640x558.webp 640w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-960x837.webp 960w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1440x1256.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1600x1395.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1920x1674.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="The first result in Google has a CTR of 27.6%" alt="The first result in Google has a CTR of 27.6%" data-aspect-ratio="0.87142857142857" src="https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent.png" srcset="https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent.png 2500w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-300x262.png 300w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1280x1116.png 1280w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-768x670.png 768w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1536x1339.png 1536w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-2048x1786.png 2048w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-480x419.png 480w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-640x558.png 640w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-960x837.png 960w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1440x1256.png 1440w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1600x1395.png 1600w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1920x1674.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>Here is the full CTR breakdown for Google’s first-page organic results:</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 95.6%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-300x287.webp 300w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1280x1224.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-768x734.webp 768w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1536x1468.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-2048x1958.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-480x459.webp 480w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-640x612.webp 640w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-960x918.webp 960w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1440x1377.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1600x1530.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1920x1836.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="Google organic CTR breakdown by position" alt="Google organic CTR breakdown by position" data-aspect-ratio="0.95571428571429" src="https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position.png" srcset="https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position.png 2500w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-300x287.png 300w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1280x1224.png 1280w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-768x734.png 768w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1536x1468.png 1536w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-2048x1958.png 2048w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-480x459.png 480w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-640x612.png 640w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-960x918.png 960w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1440x1377.png 1440w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1600x1530.png 1600w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1920x1836.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>As you can see, the #1 result in Google has a 10x higher CTR compared to the #10 result.</p> <p>For anyone that’s worked in the SEO field for any length of time, this finding shouldn’t come as a surprise. It’s well-known that ranking #1 is significantly more valuable than any other position.</p> <p>We also looked at the CTR for branded keywords.</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 96%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-300x288.webp 300w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1280x1229.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-768x737.webp 768w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1536x1475.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-2048x1966.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-480x461.webp 480w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-640x614.webp 640w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-960x922.webp 960w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1440x1382.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1600x1536.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1920x1843.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="Organic CTR for branded keywords or homepages" alt="Organic CTR for branded keywords or homepages" data-aspect-ratio="0.96" src="https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages.png" srcset="https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages.png 2500w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-300x288.png 300w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1280x1229.png 1280w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-768x737.png 768w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1536x1475.png 1536w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-2048x1966.png 2048w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-480x461.png 480w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-640x614.png 640w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-960x922.png 960w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1440x1382.png 1440w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1600x1536.png 1600w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1920x1843.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>As you can see, CTR to the #1 result is significantly higher for branded <a href="https://backlinko.com/hub/seo/search-terms">search terms</a> compared to non-branded search terms. This is likely due to the fact that these are mainly navigational queries.</p> <p><strong>Key Takeaway:</strong> The #1 result in Google gets 27.6% of all clicks.</p> <h2 id="organic-ctr-spike" class="text-center">Organic CTR Spikes At Position #8… And Again At Position #2</h2> <p>As I outlined, the #1 result in Google has (by far) the highest CTR.</p> <p>However, there are still clicks to be had outside of the top position.</p> <p>Specifically, while CTR is relatively flat at the very bottom of the first page (positions #9 and #10) there’s a significant CTR spike at position #8.</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 70.4%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-300x211.webp 300w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1280x901.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-768x541.webp 768w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1536x1081.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-2048x1442.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-480x338.webp 480w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-640x451.webp 640w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-960x676.webp 960w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1440x1014.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1600x1126.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1920x1352.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="Organic CTR spikes at position 8" alt="Organic CTR spikes at position 8" data-aspect-ratio="0.70428571428571" src="https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8.png" srcset="https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8.png 2500w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-300x211.png 300w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1280x901.png 1280w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-768x541.png 768w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1536x1081.png 1536w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-2048x1442.png 2048w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-480x338.png 480w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-640x451.png 640w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-960x676.png 960w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1440x1014.png 1440w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1600x1126.png 1600w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1920x1352.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>This suggests two things:</p> <ol> <li>Most users don’t look at the bottom of the <a href="https://backlinko.com/hub/seo/serps">SERPs</a></li> <li>Moving up from position #9 to #8 may result in a significant CTR boost.</li> </ol> <p>We see another sharp CTR increase starting with position #2.</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 70.4%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-300x211.webp 300w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1280x901.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-768x541.webp 768w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1536x1081.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-2048x1442.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-480x338.webp 480w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-640x451.webp 640w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-960x676.webp 960w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1440x1014.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1600x1126.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1920x1352.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="Organic CTR spikes at position #2" alt="Organic CTR spikes at position #2" data-aspect-ratio="0.70428571428571" src="https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2.png" srcset="https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2.png 2500w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-300x211.png 300w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1280x901.png 1280w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-768x541.png 768w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1536x1081.png 1536w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-2048x1442.png 2048w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-480x338.png 480w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-640x451.png 640w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-960x676.png 960w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1440x1014.png 1440w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1600x1126.png 1600w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1920x1352.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>This may be due to the fact that for results without ads or <a href="https://backlinko.com/hub/seo/serp-features">SERP features</a>, the #2 result often appears above the fold.</p> <figure style="max-width: 700px" class="backlinko-image__screenshot backlinko-image backlinko-has-border"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 144.28%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-300x433.webp 300w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1280x1847.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-768x1108.webp 768w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1065x1536.webp 1065w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1419x2048.webp 1419w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-480x693.webp 480w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-640x923.webp 640w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-960x1385.webp 960w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1440x2078.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1600x2308.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1920x2770.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="Google SERP – 2nd result above fold" alt="Google SERP – 2nd result above fold" data-aspect-ratio="1.4428571428571" src="https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold.png" srcset="https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold.png 2500w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-300x433.png 300w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1280x1847.png 1280w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-768x1108.png 768w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1065x1536.png 1065w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1419x2048.png 1419w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-480x693.png 480w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-640x923.png 640w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-960x1385.png 960w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1440x2078.png 1440w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1600x2308.png 1600w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1920x2770.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>In fact, we found that the top 3 Google search results get 54.4% of all clicks.</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 105.6%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-300x317.webp 300w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1280x1352.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-768x811.webp 768w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1455x1536.webp 1455w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1939x2048.webp 1939w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-480x507.webp 480w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-640x676.webp 640w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-960x1014.webp 960w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1440x1521.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1600x1690.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1920x2028.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="The top 3 Google search results get 54.4% of all clicks" alt="The top 3 Google search results get 54.4% of all clicks" data-aspect-ratio="1.0557142857143" src="https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks.png" srcset="https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks.png 2500w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-300x317.png 300w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1280x1352.png 1280w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-768x811.png 768w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1455x1536.png 1455w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1939x2048.png 1939w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-480x507.png 480w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-640x676.png 640w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-960x1014.png 960w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1440x1521.png 1440w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1600x1690.png 1600w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1920x2028.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p><strong>Key Takeaway:</strong> Our data suggests that “ranking on the first page” may not be a worthy SEO goal. Instead, it’s all about ranking in the top spot (or at least in the top 2). The top 3 organic results get more than half of the clicks.</p> <h2 id="moving-up-increases-ctr" class="text-center">Moving Up One Position Increases CTR By 32.3%</h2> <p>We discovered that all things being equal, moving up a single position in Google increases relative CTR by 32.3%.</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 88.8%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-300x266.webp 300w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1280x1137.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-768x682.webp 768w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1536x1364.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-2048x1819.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-480x426.webp 480w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-640x568.webp 640w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-960x852.webp 960w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1440x1279.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1600x1421.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1920x1705.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="Moving up one position increases CTR by 32.3%" alt="Moving up one position increases CTR by 32.3%" data-aspect-ratio="0.88857142857143" src="https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent.png" srcset="https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent.png 2500w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-300x266.png 300w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1280x1137.png 1280w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-768x682.png 768w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1536x1364.png 1536w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-2048x1819.png 2048w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-480x426.png 480w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-640x568.png 640w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-960x852.png 960w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1440x1279.png 1440w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1600x1421.png 1600w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1920x1705.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>However, this CTR boost isn’t evenly distributed. Not even close.</p> <p>The CTR impact of moving up in the SERPs varied widely depending on the position.</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 106.8%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-300x320.webp 300w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1280x1367.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-768x820.webp 768w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1438x1536.webp 1438w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1918x2048.webp 1918w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-480x513.webp 480w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-640x684.webp 640w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-960x1025.webp 960w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1440x1538.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1600x1709.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1920x2051.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="Increase in expected CTR from moving up one position in Google" alt="Increase in expected CTR from moving up one position in Google" data-aspect-ratio="1.0685714285714" src="https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google.png" srcset="https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google.png 2500w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-300x320.png 300w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1280x1367.png 1280w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-768x820.png 768w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1438x1536.png 1438w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1918x2048.png 1918w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-480x513.png 480w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-640x684.png 640w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-960x1025.png 960w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1440x1538.png 1440w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1600x1709.png 1600w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1920x2051.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>For example, moving from position #10 to #9 will result in 11% more clicks.</p> <p>However, <strong>moving up from #2 to the #1 spot will result in 74.5% more clicks</strong>.</p> <p><strong>Key Takeaway:</strong> Moving up one position in Google will increase your absolute CTR by an average of 2.8%. However, this increase varies greatly depending on the position. We found that the greatest CTR increase came from moving from #2 to #1, which resulted in a relative CTR boost of 74.5%.</p> <h2 id="clicks-per-query" class="text-center">Most Websites Get 25.1 Clicks Per Query</h2> <p>We also looked at, for all the queries reported in the Google Search Console, and how many resulted in clicks.</p> <p>First, we discovered that most of the queries that a site ranks for in Google get very few impressions.</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 72%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-300x216.webp 300w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1280x922.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-768x553.webp 768w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1536x1106.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-2048x1475.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-480x346.webp 480w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-640x461.webp 640w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-960x691.webp 960w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1440x1037.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1600x1152.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1920x1382.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="Most GSC queries get few impressions" alt="Most GSC queries get few impressions" data-aspect-ratio="0.72" src="https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions.png" srcset="https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions.png 2500w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-300x216.png 300w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1280x922.png 1280w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-768x553.png 768w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1536x1106.png 1536w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-2048x1475.png 2048w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-480x346.png 480w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-640x461.png 640w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-960x691.png 960w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1440x1037.png 1440w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1600x1152.png 1600w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1920x1382.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>In fact, 90.3% of all the queries in our dataset have only 10 impressions or less.</p> <p>This suggests that most of the keywords that a site ranks for are long tails with low search volume. Or that the site isn’t ranking highly for these terms. Or both.</p> <p>And likely due to a low number of impressions, most queries result in a small number of clicks (25.1 per query).</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 72%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-300x216.webp 300w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1280x922.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-768x553.webp 768w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1536x1106.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-2048x1475.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-480x346.webp 480w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-640x461.webp 640w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-960x691.webp 960w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1440x1037.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1600x1152.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1920x1382.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="The average “click per query” is 25%" alt="The average "click per query" is 25%" data-aspect-ratio="0.72" src="https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent.png" srcset="https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent.png 2500w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-300x216.png 300w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1280x922.png 1280w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-768x553.png 768w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1536x1106.png 1536w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-2048x1475.png 2048w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-480x346.png 480w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-640x461.png 640w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-960x691.png 960w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1440x1037.png 1440w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1600x1152.png 1600w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1920x1382.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p><strong>Key Takeaway:</strong> “Ranking for X keywords” may not be a valuable SEO metric. That’s because most pages rank for keywords with little search volume. Instead, most impressions and clicks tend to come from a relatively small number of queries.</p> <h2 id="question-titles" class="text-center">Question and Non-Question Titles Have a Similar CTR</h2> <p>We compared the average organic CTR between titles that contained and didn’t contain a question.</p> <p>(We defined a question as a title that used the terms “How, Why, What, Who” or a title with a question mark.)</p> <p>We found that questions with titles had a slightly higher click-through rate compared to titles without a question.</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 54.8%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-300x164.webp 300w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1280x701.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-768x421.webp 768w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1536x842.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-2048x1122.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-480x263.webp 480w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-640x351.webp 640w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-960x526.webp 960w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1440x789.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1600x877.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1920x1052.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="Average CTR for different title types" alt="Average CTR for different title types" data-aspect-ratio="0.54857142857143" src="https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types.png" srcset="https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types.png 2500w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-300x164.png 300w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1280x701.png 1280w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-768x421.png 768w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1536x842.png 1536w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-2048x1122.png 2048w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-480x263.png 480w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-640x351.png 640w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-960x526.png 960w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1440x789.png 1440w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1600x877.png 1600w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1920x1052.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>Here’s the full CTR breakdown across the top 10 results.</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 73.6%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-300x221.webp 300w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1280x942.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-768x565.webp 768w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1536x1130.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-2048x1507.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-480x353.webp 480w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-640x471.webp 640w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-960x707.webp 960w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1440x1060.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1600x1178.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1920x1413.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="Organic CTR of question titles vs. non-question titles" alt="Organic CTR of question titles vs. non-question titles" data-aspect-ratio="0.73571428571429" src="https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles.png" srcset="https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles.png 2500w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-300x221.png 300w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1280x942.png 1280w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-768x565.png 768w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1536x1130.png 1536w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-2048x1507.png 2048w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-480x353.png 480w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-640x471.png 640w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-960x707.png 960w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1440x1060.png 1440w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1600x1178.png 1600w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1920x1413.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>However, the difference in CTR (15.5% vs 16.3%) was not significant.</p> <p>Other headline CTR studies, <a title="What makes you click?" href="https://www.tandfonline.com/doi/abs/10.1080/15534510.2013.847859#.U1AV2PldXLF" target="_blank" rel="noopener">like this one published in the journal <em>Social Influence</em></a>, found that questions boosted CTR on social media.</p> <figure style="max-width: 600px" class="backlinko-image__screenshot backlinko-image backlinko-has-border"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 117.5%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study.webp 1200w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-300x353.webp 300w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-768x902.webp 768w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-480x564.webp 480w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-640x752.webp 640w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-960x1128.webp 960w" sizes="(max-width: 600px) 100vw, 600px"><img decoding="async" style="max-width: 600px !important" title="Social influence headline CTR study" alt="Social influence headline CTR study" data-aspect-ratio="1.175" src="https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study.png" srcset="https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study.png 1200w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-300x353.png 300w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-768x902.png 768w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-480x564.png 480w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-640x752.png 640w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-960x1128.png 960w" sizes="(max-width: 600px) 100vw, 600px" loading="lazy"></picture></figure> <p>It’s thought that questions may improve CTR in Google as well because when someone is searching for someone in Google, <a title="Providing more comprehensive results to your questions in Search" href="https://www.blog.google/products/search/providing-more-comprehensive-results-your-questions-search/" target="_blank" rel="noopener">they’re essentially looking for an answer to a question</a>.</p> <p>(They are called “queries” after all.)</p> <p>And using a question title may confirm to the reader that your result contains the answer to their exact question. However, our data doesn’t support this.</p> <p><strong>Key Takeaway:</strong> Question-based title tags perform similarly to non-question title tags in terms of organic click-through rate.</p> <h2 id="title-tags-with-best-ctr" class="text-center">Title Tags Between 40 to 60 Characters Have The Best CTR</h2> <p>What’s the ideal title tag length? Should you keep your titles short and sweet? Or use long titles that contain lots of info about your content?</p> <p>According to our data, you want to aim somewhere in the middle.</p> <p>Specifically, we found that titles between 40-60 characters have the highest organic CTR.</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 91.2%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-300x274.webp 300w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1280x1167.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-768x700.webp 768w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1536x1401.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-2048x1868.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-480x438.webp 480w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-640x584.webp 640w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-960x876.webp 960w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1440x1313.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1600x1459.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1920x1751.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="Title tags between 40 to 60 characters have the highest CTR" alt="Title tags between 40 to 60 characters have the highest CTR" data-aspect-ratio="0.91142857142857" src="https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr.png" srcset="https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr.png 2500w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-300x274.png 300w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1280x1167.png 1280w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-768x700.png 768w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1536x1401.png 1536w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-2048x1868.png 2048w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-480x438.png 480w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-640x584.png 640w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-960x876.png 960w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1440x1313.png 1440w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1600x1459.png 1600w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1920x1751.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>The findings were similar when looking at title tag word count.</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 91.2%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-300x274.webp 300w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1280x1167.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-768x700.webp 768w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1536x1401.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-2048x1868.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-480x438.webp 480w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-640x584.webp 640w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-960x876.webp 960w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1440x1313.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1600x1459.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1920x1751.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="Title tags between 6 to 9 words have the highest CTR" alt="Title tags between 6 to 9 words have the highest CTR" data-aspect-ratio="0.91142857142857" src="https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr.png" srcset="https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr.png 2500w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-300x274.png 300w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1280x1167.png 1280w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-768x700.png 768w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1536x1401.png 1536w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-2048x1868.png 2048w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-480x438.png 480w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-640x584.png 640w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-960x876.png 960w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1440x1313.png 1440w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1600x1459.png 1600w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1920x1751.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>While there may be an SEO benefit of long title tags (longer titles=more keywords), this may be partially offset by a lower organic CTR.</p> <p>In fact, <a title="SEO Title Tag Optimization at Etsy" href="https://codeascraft.com/2016/10/25/seo-title-tag-optimization/" target="_blank" rel="noopener">Etsy tested numerous title tag variations</a> as part of a large-scale SEO experiment. And they discovered that “It appeared in our results that shorter title tags performed better than longer ones.”</p> <figure style="max-width: 600px" class="backlinko-image__screenshot backlinko-image backlinko-has-border"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 58.75%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better.webp 1200w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-300x176.webp 300w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-768x451.webp 768w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-480x282.webp 480w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-640x376.webp 640w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-960x564.webp 960w" sizes="(max-width: 600px) 100vw, 600px"><img decoding="async" style="max-width: 600px !important" title="Etsy title tag variation test results showed shorter title tags are better" alt="Etsy title tag variation test results showed shorter title tags are better" data-aspect-ratio="0.58833333333333" src="https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better.png" srcset="https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better.png 1200w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-300x176.png 300w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-768x451.png 768w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-480x282.png 480w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-640x376.png 640w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-960x564.png 960w" sizes="(max-width: 600px) 100vw, 600px" loading="lazy"></picture></figure> <p>The author of that post hypothesized that shorter titles may perform better in Google due to query matching. However, according to our analysis, CTR may also play a role in why short and medium titles work best.</p> <p><strong>Key Takeaway:</strong> Title tags between 40 to 60 characters have the best organic CTR. Titles inside of this range have an 8.9% better average click-through rate compared to those that fall outside of this range.</p> <h2 id="longer-keywords-have-higher-ctr" class="text-center">Longer Keywords Tend to Have a Higher Overall CTR</h2> <p>We decided to investigate any potential correlation between keyword length and CTR.</p> <p>For this analysis, we only focused on the #1 position.</p> <p>As you can see in the chart below, CTR is clearly higher for long keywords compared to relatively short terms.</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 104.8%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-300x314.webp 300w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1280x1341.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-768x805.webp 768w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1466x1536.webp 1466w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1954x2048.webp 1954w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-480x503.webp 480w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-640x671.webp 640w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-960x1006.webp 960w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1440x1509.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1600x1677.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1920x2012.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="Longer keywords tend to have a higher overall CTR" alt="Longer keywords tend to have a higher overall CTR" data-aspect-ratio="1.0485714285714" src="https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr.png" srcset="https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr.png 2500w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-300x314.png 300w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1280x1341.png 1280w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-768x805.png 768w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1466x1536.png 1466w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1954x2048.png 1954w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-480x503.png 480w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-640x671.png 640w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-960x1006.png 960w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1440x1509.png 1440w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1600x1677.png 1600w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1920x2012.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>In fact, keywords between 10-15 words in length get 2.62x more clicks than single-word terms.</p> <p>This is likely due to the fact that longer keywords imply a very specific search intent. This means the user knows exactly what they’re looking for, and are therefore more likely to click.</p> <p>Google also knows what the user wants. And therefore is likely to serve up highly relevant results.</p> <p>On the other hand, broad terms often have “mixed intent”. This means the user needs to browse through the results to find a result relevant to their search (or search again with an entitled new query).</p> <p><strong>Key Takeaway:</strong> Long keywords get 1.76x more clicks in the organic SERPs (specifically, the 1st position), compared to very short keywords.</p> <h2 id="keyword-rich-urls" class="text-center">Keyword-Rich URLs Are Correlated With a Higher CTR</h2> <p>We wanted to see if keyword-rich URLs positively impacted CTR.</p> <p>For example, take someone searching for “weekend trips”. Would a URL like <strong>travel.com/weekend-trips</strong> have a higher CTR than <strong>travel.com/travel-page</strong>?</p> <p>To accomplish this analysis, we looked at each of the search queries, compared them with the URLs, and provided a similarity index that ranged from 0% to 100%.</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 56%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-300x168.webp 300w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1280x717.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-768x430.webp 768w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1536x860.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-2048x1147.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-480x269.webp 480w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-640x358.webp 640w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-960x538.webp 960w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1440x806.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1600x896.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1920x1075.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="Our method for seeing if keyword-rich URLs positively impacted CTR" alt="Our method for seeing if keyword-rich URLs positively impacted CTR" data-aspect-ratio="0.56" src="https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr.png" srcset="https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr.png 2500w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-300x168.png 300w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1280x717.png 1280w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-768x430.png 768w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1536x860.png 1536w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-2048x1147.png 2048w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-480x269.png 480w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-640x358.png 640w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-960x538.png 960w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1440x806.png 1440w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1600x896.png 1600w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1920x1075.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>A value of 0% means that the two words are not similar at all, while a value of 100% means a perfect match. We ignored all punctuation marks and symbols.</p> <p>Indeed, we found a significant correlation between keyword-rich URLs and organic CTR:</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 74%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-300x222.webp 300w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1280x947.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-768x568.webp 768w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1536x1137.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-2048x1516.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-480x355.webp 480w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-640x474.webp 640w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-960x710.webp 960w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1440x1066.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1600x1184.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1920x1421.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="Keyword-rich URLs correlate with a higher organic CTR" alt="Keyword-rich URLs correlate with a higher organic CTR" data-aspect-ratio="0.74" src="https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr.png" srcset="https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr.png 2500w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-300x222.png 300w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1280x947.png 1280w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-768x568.png 768w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1536x1137.png 1536w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-2048x1516.png 2048w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-480x355.png 480w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-640x474.png 640w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-960x710.png 960w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1440x1066.png 1440w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1600x1184.png 1600w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1920x1421.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>However, it’s important to note that only 6.3% of URLs in our sample had similarity of more than 80%. This means that URLs are one of many factors that can result in a high CTR.</p> <p>Although having a perfect query-keyword match resulted in the highest CTR, our data shows that a URL that partially matches a query can also result in a significant CTR boost.</p> <p><a title="Search Engine Optimization (SEO) Starter Guide" href="https://support.google.com/webmasters/answer/7451184?hl=en" target="_blank" rel="noopener">Google’s Search Engine Optimization guide</a> reminds webmasters that your page’s URL shows up in the SERPs. And they recommend that you use “URLs with words that are relevant to your site’s content…”.</p> <figure style="max-width: 600px" class="backlinko-image__screenshot backlinko-image backlinko-has-border"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 55.583333333333%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content.webp 1200w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-300x167.webp 300w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-768x427.webp 768w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-480x267.webp 480w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-640x356.webp 640w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-960x534.webp 960w" sizes="(max-width: 600px) 100vw, 600px"><img decoding="async" style="max-width: 600px !important" title="Google recommends using URLs with words relevant to site’s content" alt="Google recommends using URLs with words relevant to site's content" data-aspect-ratio="0.55666666666667" src="https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content.png" srcset="https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content.png 1200w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-300x167.png 300w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-768x427.png 768w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-480x267.png 480w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-640x356.png 640w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-960x534.png 960w" sizes="(max-width: 600px) 100vw, 600px" loading="lazy"></picture></figure> <p>And a <a title="Domain Bias in Web Search" href="https://www.microsoft.com/en-us/research/wp-content/uploads/2012/02/domainbias.pdf" target="_blank" rel="noopener">2012 paper published by Microsoft</a> found that “trusted domains” had a higher CTR in <a href="https://backlinko.com/search-engines">search engines</a> compared to domains that people weren’t familiar with.</p> <figure style="max-width: 550px" class="backlinko-image__screenshot backlinko-image backlinko-has-border"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 67.75%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr.webp 1200w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-300x203.webp 300w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-768x520.webp 768w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-480x325.webp 480w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-640x434.webp 640w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-960x650.webp 960w" sizes="(max-width: 550px) 100vw, 550px"><img decoding="async" style="max-width: 550px !important" title="Microsoft paper found trusted domains have higher CTR" alt="Microsoft paper found trusted domains have higher CTR" data-aspect-ratio="0.67818181818182" src="https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr.png" srcset="https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr.png 1200w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-300x203.png 300w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-768x520.png 768w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-480x325.png 480w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-640x434.png 640w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-960x650.png 960w" sizes="(max-width: 550px) 100vw, 550px" loading="lazy"></picture></figure> <p>The theory behind this is that search engine users use a page’s URL to figure out the best match for their query.</p> <p><strong>Key Takeaway:</strong> We found a large increase in CTR for pages with a perfect or partial query match (the entire search query is in the URL) vs. a non-match (no search query term matches the URL).</p> <h2 id="positive-titles-increase-ctr" class="text-center">Positive Titles Can Increase Organic Click Through Rate</h2> <p>Our data suggest that titles with a positive sentiment have a higher CTR compared to negative or emotionally-neutral titles.</p> <figure style="max-width: 700px" class="backlinko-image__visual-chart backlinko-image"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 77.68%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-300x233.webp 300w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1280x994.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-768x597.webp 768w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1536x1193.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-2048x1591.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-480x373.webp 480w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-640x497.webp 640w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-960x746.webp 960w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1440x1119.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1600x1243.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1920x1491.webp 1920w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="Emotional titles have a higher organic click through rate" alt="Emotional titles have a higher organic click through rate" data-aspect-ratio="0.77714285714286" src="https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate.png" srcset="https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate.png 2500w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-300x233.png 300w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1280x994.png 1280w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-768x597.png 768w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1536x1193.png 1536w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-2048x1591.png 2048w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-480x373.png 480w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-640x497.png 640w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-960x746.png 960w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1440x1119.png 1440w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1600x1243.png 1600w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1920x1491.png 1920w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <p>Specifically, we found that positive titles have a 4.1% higher absolute CTR compared to negative titles.</p> <p>We defined the sentiment of each title using machine learning models. Here are some examples of what our model determined as positive, neutral, or negative sentiments:</p> <div class="table-responsive"> <table class="table table-primary table-striped table-hover"> <caption> </caption> <thead> <tr> <th scope="col">Sentiment</th> <th scope="col">Example</th> <th scope="col">Comment</th> </tr> </thead> <tbody> <tr> <td scope="row" data-before="Sentiment">positive</td> <td scope="row" data-before="Example">The Healthiest Halloween Candies That Won’t Ruin Your Diet</td> <td scope="row" data-before="Comment">Titles which contain words like “best”, “coolest”, “healthiest” etc.</td> </tr> <tr> <td scope="row" data-before="Sentiment">neutral</td> <td scope="row" data-before="Example">Mom’s Turkey Sausage Patties Recipe</td> <td scope="row" data-before="Comment">Just reporting information, recipes, products names, etc.</td> </tr> <tr> <td scope="row" data-before="Sentiment">negative</td> <td scope="row" data-before="Example">Former Camp Woodward coach accused of sexual misconduct</td> <td scope="row" data-before="Comment">Usually include “negative” words like “assault”, “killing”, etc. A lot of news titles here.</td> </tr> </tbody> </table> </div> <p>Several industry studies, <a title="100m Articles Analyzed: What You Need To Write The Best Headlines" href="https://buzzsumo.com/blog/most-shared-headlines-study/" target="_blank" rel="noopener">including this one from BuzzSumo</a>, have found a correlation between emotional headlines and engagement.</p> <figure style="max-width: 600px" class="backlinko-image__screenshot backlinko-image backlinko-has-border"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 62.75%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement.webp 1200w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-300x188.webp 300w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-768x482.webp 768w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-480x301.webp 480w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-640x402.webp 640w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-960x602.webp 960w" sizes="(max-width: 600px) 100vw, 600px"><img decoding="async" style="max-width: 600px !important" title="BuzzSumo study found correlation between emotional headlines and engagement" alt="BuzzSumo study found correlation between emotional headlines and engagement" data-aspect-ratio="0.62833333333333" src="https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement.png" srcset="https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement.png 1200w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-300x188.png 300w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-768x482.png 768w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-480x301.png 480w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-640x402.png 640w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-960x602.png 960w" sizes="(max-width: 600px) 100vw, 600px" loading="lazy"></picture></figure> <p>However, I wasn’t able to find any industry study that specifically looked at the relationship between emotional title tags and Google organic CTR.</p> <p>And at least according to our data, positive emotional titles can result in a higher click-through rate in the organic results.</p> <p><strong>Key Takeaway:</strong> Titles with positive sentiment have a higher organic click-through rate vs. neutral or negative titles.</p> <h2>Best Practices for CTR</h2> <p>While these practices don’t guarantee to rank highest, based on the findings shared above, these are some of the strategies you can undertake to further enhance your CTR for increased organic traffic share.</p> <h3>Factors Affecting CTR</h3> <p class="c0"><span class="c2">Having already covered CTR findings, here’s a summarized version of the key factors to follow when seeking to understand the performance of your keywords and ads.</span></p> <ol class="c6 lst-kix_9m07z5af7j90-0 start" start="1"> <li class="c0 c4 li-bullet-0"><strong><span class="c2">Quality of content</span></strong></li> </ol> <p class="c0"><span class="c2">Remember <strong>you attract what you give</strong>. Quality content must inspire, inform, engage, and support the target audience. In this age of spinning and churning content through AI, it’s imperative to create authentic, valuable, and searchable content.</span></p> <ol class="c6 lst-kix_9m07z5af7j90-0" start="2"> <li class="c0 c4 li-bullet-0"><strong><span class="c2">User Experience Design (UX)</span></strong></li> </ol> <p class="c0"><span class="c2">A process of building products and services (read website) that provide meaningful and relevant experiences to users. Under this paradigm, the UX covers functionality, accessibility, branding, usability, and integration of faster interactions with users.</span></p> <ol class="c6 lst-kix_9m07z5af7j90-0" start="3"> <li class="c0 c4 li-bullet-0"><strong><span class="c2">Site Load Time</span></strong></li> </ol> <p class="c0"><span class="c2">Use tools such as PageSpeed Insights among others to assess the time a web page takes to fully load. Aim to get your load time 0-4 seconds for the best conversion rates.</span></p> <figure style="max-width: 700px" class="backlinko-image__screenshot backlinko-image backlinko-has-border"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 39.667306461932%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2.webp 1563w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-300x119.webp 300w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-1280x508.webp 1280w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-768x305.webp 768w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-1536x609.webp 1536w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-480x190.webp 480w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-640x254.webp 640w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-960x381.webp 960w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-1440x571.webp 1440w" sizes="(max-width: 700px) 100vw, 700px"><img decoding="async" style="max-width: 700px !important" title="Semrush CTR 2" alt="Pagespeed Insights for Backlinko" data-aspect-ratio="0.39714285714286" src="https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2.png" srcset="https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2.png 1563w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-300x119.png 300w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-1280x508.png 1280w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-768x305.png 768w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-1536x609.png 1536w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-480x190.png 480w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-640x254.png 640w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-960x381.png 960w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-1440x571.png 1440w" sizes="(max-width: 700px) 100vw, 700px" loading="lazy"></picture></figure> <ol class="c6 lst-kix_9m07z5af7j90-0" start="4"> <li class="c0 c4 li-bullet-0"><strong><span class="c2">SEO CTR for branded and non-branded keywords</span></strong></li> </ol> <p class="c0"><span class="c2">An interesting study by Search Engine Journal after analyzing over 160k keywords across over 400 websites found that branded keywords perform better across the internet whereas e-commerce tops for non-branded keywords on desktop.</span></p> <figure style="max-width: 640px" class="backlinko-image__screenshot backlinko-image backlinko-has-border"><div class="backlinko-img-placeholder" style="display: none; padding-bottom: 37.421875%"></div><picture><source type="image/webp" srcset="https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3.webp 1280w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-300x112.webp 300w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-768x287.webp 768w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-480x180.webp 480w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-640x240.webp 640w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-960x359.webp 960w" sizes="(max-width: 640px) 100vw, 640px"><img decoding="async" style="max-width: 640px !important" title="Semrush CTR 3" alt="Searc Engine Journal study on branded and non-branded keywords" data-aspect-ratio="0.375" src="https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3.png" srcset="https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3.png 1280w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-300x112.png 300w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-768x287.png 768w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-480x180.png 480w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-640x240.png 640w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-960x359.png 960w" sizes="(max-width: 640px) 100vw, 640px" loading="lazy"></picture></figure> <p> </p> <ol class="c6 lst-kix_9m07z5af7j90-0" start="5"> <li class="c0 c4 li-bullet-0"><strong><span class="c2">Target Audience and Search Intent</span></strong></li> </ol> <p class="c0"><span class="c2">In simple terms, what’s the purpose behind a search? Figure out this and you’ll be on your way to improved CTR on your website.</span></p> <ol class="c6 lst-kix_9m07z5af7j90-0" start="6"> <li class="c0 c4 li-bullet-0"><strong><span class="c2">Search Volume and Popularity of Keywords</span></strong></li> </ol> <p class="c0"><span class="c2">Is the search query in demand? CTR mainly depends on having popularity with the target audience.</span></p> <ol class="c6 lst-kix_9m07z5af7j90-0" start="7"> <li class="c0 c4 li-bullet-0"><strong><span class="c2">Mobile Search</span></strong></li> </ol> <p class="c0"><span class="c2">More often than not, in public parks and the streets, you’ll see a large percentage of people browsing on their mobile phones. In the US, more than 50% of the searches occur on mobile devices. Build mobile-responsive sites. That’s it.</span></p> <ol class="c6 lst-kix_9m07z5af7j90-0" start="8"> <li class="c0 c4 li-bullet-0"><strong><span class="c2">Optimize for Search Engine Algorithms and Updates</span></strong></li> </ol> <p class="c0"><span class="c2">Keep up with new trends within the search engine industry, and update your site to comply with any Google algorithm updates, It makes your site crawlable and search-friendly.</span></p> <h2 class="c0"><span class="c2">Frequently Asked Questions (FAQs)</span></h2> <p class="c0"><strong><span class="c2">How do you calculate the average click rate?</span></strong></p> <p class="c0"><span class="c2">CTR = Number of clicks an ad receives divided by the number of times the ad displays</span></p> <p class="c0"><span class="c2">Therefore:</span><span class="c9"> </span></p> <p class="c0"> <em> Clicks <span class="c1"> ÷ Impressions = CTR</span></em></p> <p class="c0"><strong><span class="c1">What does the Click-Through Rate tell you?</span></strong></p> <p class="c0"><span class="c1">CTR informs you of the performance of target keywords, ads, and free listings.</span></p> <p class="c0"><strong><span class="c1">What is a good CTR?</span></strong></p> <p class="c0"><span class="c1">The average CTR is 1.91% for search and 0.35% for display. While these are industrial figures based on the CTR Equation, the percentages may vary depending on the niche. As mentioned, 3% is considered the average CTR, and anything above this is good. </span></p> <h2 class="text-center">Summary and Conclusion</h2> <p>Again, I’d like to thank <a title="Semrush" href="https://semrush.com?utm_campaign=google-ctr-stats&utm_source=backlinko.com&utm_medium=referral" target="_blank" rel="noopener">Semrush</a> for helping make this study possible.</p> <p>And now I’d like to hear from you:</p> <p>What’s your #1 takeaway from this research?</p> <p>Or maybe you have a question.</p> <p>Either way, go ahead and leave a comment below.</p></div></div><span><style data-emotion="css 1lvjk16">.css-1lvjk16{display:none;position:absolute;top:0;bottom:0;padding-bottom:75px;left:0;right:0;}@media (min-width: 992px){.css-1lvjk16{display:block;}}@media (min-width: 992px){.css-1lvjk16 >div{position:-webkit-sticky;position:sticky;z-index:1;background-color:#fff;border:1px solid #ebebeb;border-radius:5px;padding:15px 2px 10px;text-align:center;top:140px;width:60px;}.css-1lvjk16 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Inc</p></div></div></footer></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"criticalImage":null,"preview":false,"page":null,"post":{"id":"cG9zdDoxMDk3MTY=","title":"We Analyzed 4 Million Google Search Results. Here’s What We Learned About Organic Click Through Rate","slug":"google-ctr-stats","uri":"/google-ctr-stats","postId":109716,"content":"\u003cp\u003eCompanies want to rank at the top of their target keywords. Statistics from FirstPage indicate ranking on top of SERP in your niche\u003ca href=\"https://firstpagesage.com/seo-blog/google-click-through-rates-ctrs-by-ranking-position/\"\u003e generates 39.8% CTR\u003c/a\u003e rates in 2023. Now that\u0026#8217;s a massive traffic share considering that second and third-ranking results get 18.7% and 10.2% respectively.\u003c/p\u003e\n\u003cp\u003eSearch volume remains inadequate as the most influential ranking factor. However, it\u0026#8217;s imperative to get position zero, often known as \u003ca href=\"https://backlinko.com/hub/seo/featured-snippets\"\u003eFeatured Snippets, \u003c/a\u003eas a way of funneling most traffic to their site.\u003c/p\u003e\n\u003ch2\u003eGood CTR for SEO\u003c/h2\u003e\n\u003cp\u003eOn average, a CTR of above 3% is considered good for SEO. In layman\u0026#8217;s language, it implies out of 100 people who come across your site, 3 people click on it.\u003c/p\u003e\n\u003cp\u003eLet\u0026#8217;s try to break down the CTR concept further.\u003c/p\u003e\n\u003ch3\u003e\u003cspan style=\"font-weight: 400;\"\u003eWhat is Organic CTR? \u003c/span\u003e\u003c/h3\u003e\n\u003cp\u003e\u003cspan style=\"font-weight: 400;\"\u003eRefers to the number of clicks a search query receives on a single day, divided by the number of times it’s visible on SERP (commonly known as impressions). Backlinko provides an in-depth article highlighting best practices on how \u003c/span\u003e\u003ca href=\"https://backlinko.com/hub/seo/organic-ctr\"\u003e\u003cspan style=\"font-weight: 400;\"\u003eCTR leads to higher rankings and more traffic\u003c/span\u003e\u003c/a\u003e\u003cspan style=\"font-weight: 400;\"\u003e. \u003c/span\u003e\u003c/p\u003e\n\u003cfigure style=\"max-width: 648px\" class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 20.35466461064%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1.webp 1297w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-300x61.webp 300w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-1280x261.webp 1280w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-768x156.webp 768w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-480x98.webp 480w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-640x130.webp 640w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-960x195.webp 960w\" sizes=\"(max-width: 648px) 100vw, 648px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 648px !important\" title=\"Semrush CTR 1\" alt=\"Backlinko gives CTR best stats\" data-aspect-ratio=\"0.2037037037037\" src=\"https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1.png\" srcset=\"https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1.png 1297w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-300x61.png 300w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-1280x261.png 1280w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-768x156.png 768w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-480x98.png 480w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-640x130.png 640w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-1-960x195.png 960w\" sizes=\"(max-width: 648px) 100vw, 648px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eWe analyzed 4 million Google search results to better understand the organic click-through rate.\u003c/p\u003e\n\u003cp\u003eFirst, we analyzed CTR data across 1,312,881 pages and 12,166,560 search queries.\u003c/p\u003e\n\u003cp\u003eThen, we looked at how factors like title tag length, sentiment, and meta descriptions affect organic CTR.\u003c/p\u003e\n\u003cp\u003eThanks to data provided from \u003ca title=\"Semrush\" href=\"https://semrush.com/?utm_campaign=google-ctr-stats\u0026utm_source=backlinko.com\u0026utm_medium=referral\" target=\"_blank\" rel=\"noopener\"\u003eSemrush\u003c/a\u003e, we were able to get CTR data from several different Google Search Console accounts.\u003c/p\u003e\n\u003cp\u003eSo without further ado, let’s see the results.\u003c/p\u003e\n\u003ch2 class=\"text-center\"\u003eHere is a Summary of Our Key Findings:\u003c/h2\u003e\n\u003cp\u003e1. The #1 result in Google’s organic search results has \u003cstrong\u003ean average CTR of 27.6%\u003c/strong\u003e.\u003c/p\u003e\n\u003cp\u003e2. The #1 organic result is \u003cstrong\u003e10x more likely\u003c/strong\u003e to receive a click compared to a page in the #10 spot.\u003c/p\u003e\n\u003cp\u003e3. \u003cstrong\u003eOrganic CTR for positions 8-10 is virtually the same.\u003c/strong\u003e Therefore moving up a few spots on the bottom of the first page may not result in more organic traffic.\u003c/p\u003e\n\u003cp\u003e4. On average, \u003cstrong\u003emoving up 1 spot in the search results will increase CTR by 2.8%\u003c/strong\u003e. However, this depends on where you’re moving from and to. Moving from position #3 to position #2 will usually result in a significant CTR boost. However, moving from #10 to #9 doesn’t make a statistically significant difference.\u003c/p\u003e\n\u003cp\u003e5. \u003cstrong\u003eTitles that do and do not contain a question have similar CTRs.\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e6. \u003cstrong\u003eTitle tags between 40 to 60 characters have the highest CTR.\u003c/strong\u003e According to our data, pages with a \u003ca title=\"What Is a Title Tag?\" href=\"https://www.semrush.com/blog/on-page-seo-basics-page-titles/?utm_campaign=google-ctr-stats\u0026utm_source=backlinko.com\u0026utm_medium=referral\" target=\"_blank\" rel=\"noopener\"\u003etitle tag\u003c/a\u003e length between 40 and 60 characters have a TK% higher CTR compared to those that are outside of that range.\u003c/p\u003e\n\u003cp\u003e7. Longer keywords tend to have a higher CTR: \u003cstrong\u003ekeywords between 10-15 words in length get 1.76x more clicks\u003c/strong\u003e than single-word terms.\u003c/p\u003e\n\u003cp\u003e8. URLs that contain terms similar to a keyword have \u003cstrong\u003ea 45% higher click-through rate\u003c/strong\u003e compared to URLs that don’t contain a keyword.\u003c/p\u003e\n\u003cp\u003e9. Positive titles may improve your CTR. We found that \u003cstrong\u003etitles with a positive sentiment improved CTR by approximately 4%\u003c/strong\u003e.\u003c/p\u003e\n\u003cp\u003eI have detailed data and information on our analysis below.\u003c/p\u003e\n\u003ch2 id=\"number-one-result-clicks\" class=\"text-center\"\u003eThe #1 Result In Google Gets 27.6% of All Clicks\u003c/h2\u003e\n\u003cp\u003eThe initial goal of our study was to establish CTR benchmarks.\u003c/p\u003e\n\u003cp\u003eUsing our full data set of ~4 million results, we found that the #1 result has the highest CTR (by far).\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 77.2%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-300x232.webp 300w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1280x988.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-768x593.webp 768w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1536x1186.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-2048x1581.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-480x371.webp 480w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-640x494.webp 640w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-960x741.webp 960w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1440x1112.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1600x1235.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1920x1482.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"The number one result in Google has the highest organic CTR\" alt=\"The number one result in Google has the highest organic CTR\" data-aspect-ratio=\"0.77142857142857\" src=\"https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr.png 2500w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-300x232.png 300w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1280x988.png 1280w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-768x593.png 768w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1536x1186.png 1536w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-2048x1581.png 2048w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-480x371.png 480w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-640x494.png 640w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-960x741.png 960w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1440x1112.png 1440w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1600x1235.png 1600w, https://api.backlinko.com/app/uploads/2022/08/the-number-one-result-in-google-has-the-highest-organic-ctr-1920x1482.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eWe also saw a sharp CTR dropoff starting on the 2nd page of the results.\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 78%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-300x234.webp 300w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1280x998.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-768x599.webp 768w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1536x1198.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-2048x1597.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-480x374.webp 480w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-640x499.webp 640w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-960x749.webp 960w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1440x1123.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1600x1248.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1920x1498.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"Few Google searchers visit the 2nd page and beyond\" alt=\"Few Google searchers visit the 2nd page and beyond\" data-aspect-ratio=\"0.78\" src=\"https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond.png 2500w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-300x234.png 300w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1280x998.png 1280w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-768x599.png 768w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1536x1198.png 1536w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-2048x1597.png 2048w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-480x374.png 480w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-640x499.png 640w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-960x749.png 960w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1440x1123.png 1440w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1600x1248.png 1600w, https://api.backlinko.com/app/uploads/2022/08/few-google-searchers-visit-the-2nd-page-and-beyond-1920x1498.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eIn fact, only .63% of Google searchers clicked on something from the second page.\u003c/p\u003e\n\u003cp\u003eThis CTR trend is consistent with other CTR industry studies, \u003ca title=\"Google Organic CTR History\" href=\"https://www.advancedwebranking.com/ctrstudy/\" target=\"_blank\" rel=\"noopener\"\u003elike this one from Advanced Web Ranking\u003c/a\u003e.\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 88.28%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-300x265.webp 300w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1280x1130.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-768x678.webp 768w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1536x1356.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-2048x1808.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-480x424.webp 480w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-640x565.webp 640w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-960x847.webp 960w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1440x1271.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1600x1412.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1920x1695.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"Advanced Web Ranking \u0026ndash; CTR Study\" alt=\"Advanced Web Ranking \u0026ndash; CTR Study\" data-aspect-ratio=\"0.88285714285714\" src=\"https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study.png 2500w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-300x265.png 300w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1280x1130.png 1280w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-768x678.png 768w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1536x1356.png 1536w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-2048x1808.png 2048w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-480x424.png 480w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-640x565.png 640w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-960x847.png 960w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1440x1271.png 1440w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1600x1412.png 1600w, https://api.backlinko.com/app/uploads/2022/08/advancedwebranking-ctr-study-1920x1695.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eAnd after we analyzed our cleaned-up data, we found that the #1 result in Google has a CTR of 27.6%.\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 87.2%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-300x262.webp 300w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1280x1116.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-768x670.webp 768w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1536x1339.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-2048x1786.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-480x419.webp 480w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-640x558.webp 640w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-960x837.webp 960w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1440x1256.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1600x1395.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1920x1674.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"The first result in Google has a CTR of 27.6%\" alt=\"The first result in Google has a CTR of 27.6%\" data-aspect-ratio=\"0.87142857142857\" src=\"https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent.png 2500w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-300x262.png 300w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1280x1116.png 1280w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-768x670.png 768w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1536x1339.png 1536w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-2048x1786.png 2048w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-480x419.png 480w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-640x558.png 640w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-960x837.png 960w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1440x1256.png 1440w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1600x1395.png 1600w, https://api.backlinko.com/app/uploads/2022/08/the-first-result-in-google-has-a-ctr-of-28-percent-1920x1674.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eHere is the full CTR breakdown for Google’s first-page organic results:\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 95.6%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-300x287.webp 300w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1280x1224.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-768x734.webp 768w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1536x1468.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-2048x1958.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-480x459.webp 480w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-640x612.webp 640w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-960x918.webp 960w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1440x1377.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1600x1530.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1920x1836.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"Google organic CTR breakdown by position\" alt=\"Google organic CTR breakdown by position\" data-aspect-ratio=\"0.95571428571429\" src=\"https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position.png 2500w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-300x287.png 300w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1280x1224.png 1280w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-768x734.png 768w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1536x1468.png 1536w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-2048x1958.png 2048w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-480x459.png 480w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-640x612.png 640w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-960x918.png 960w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1440x1377.png 1440w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1600x1530.png 1600w, https://api.backlinko.com/app/uploads/2022/08/google-organic-ctr-breakdown-by-position-1920x1836.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eAs you can see, the #1 result in Google has a 10x higher CTR compared to the #10 result.\u003c/p\u003e\n\u003cp\u003eFor anyone that’s worked in the SEO field for any length of time, this finding shouldn’t come as a surprise. It’s well-known that ranking #1 is significantly more valuable than any other position.\u003c/p\u003e\n\u003cp\u003eWe also looked at the CTR for branded keywords.\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 96%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-300x288.webp 300w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1280x1229.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-768x737.webp 768w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1536x1475.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-2048x1966.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-480x461.webp 480w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-640x614.webp 640w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-960x922.webp 960w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1440x1382.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1600x1536.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1920x1843.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"Organic CTR for branded keywords or homepages\" alt=\"Organic CTR for branded keywords or homepages\" data-aspect-ratio=\"0.96\" src=\"https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages.png 2500w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-300x288.png 300w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1280x1229.png 1280w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-768x737.png 768w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1536x1475.png 1536w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-2048x1966.png 2048w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-480x461.png 480w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-640x614.png 640w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-960x922.png 960w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1440x1382.png 1440w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1600x1536.png 1600w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-for-branded-keywords-or-homepages-1920x1843.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eAs you can see, CTR to the #1 result is significantly higher for branded \u003ca href=\"https://backlinko.com/hub/seo/search-terms\"\u003esearch terms\u003c/a\u003e compared to non-branded search terms. This is likely due to the fact that these are mainly navigational queries.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eKey Takeaway:\u003c/strong\u003e The #1 result in Google gets 27.6% of all clicks.\u003c/p\u003e\n\u003ch2 id=\"organic-ctr-spike\" class=\"text-center\"\u003eOrganic CTR Spikes At Position #8\u0026#8230; And Again At Position #2\u003c/h2\u003e\n\u003cp\u003eAs I outlined, the #1 result in Google has (by far) the highest CTR.\u003c/p\u003e\n\u003cp\u003eHowever, there are still clicks to be had outside of the top position.\u003c/p\u003e\n\u003cp\u003eSpecifically, while CTR is relatively flat at the very bottom of the first page (positions #9 and #10) there’s a significant CTR spike at position #8.\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 70.4%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-300x211.webp 300w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1280x901.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-768x541.webp 768w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1536x1081.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-2048x1442.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-480x338.webp 480w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-640x451.webp 640w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-960x676.webp 960w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1440x1014.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1600x1126.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1920x1352.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"Organic CTR spikes at position 8\" alt=\"Organic CTR spikes at position 8\" data-aspect-ratio=\"0.70428571428571\" src=\"https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8.png 2500w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-300x211.png 300w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1280x901.png 1280w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-768x541.png 768w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1536x1081.png 1536w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-2048x1442.png 2048w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-480x338.png 480w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-640x451.png 640w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-960x676.png 960w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1440x1014.png 1440w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1600x1126.png 1600w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-8-1920x1352.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eThis suggests two things:\u003c/p\u003e\n\u003col\u003e\n\u003cli\u003eMost users don’t look at the bottom of the \u003ca href=\"https://backlinko.com/hub/seo/serps\"\u003eSERPs\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003eMoving up from position #9 to #8 may result in a significant CTR boost.\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003eWe see another sharp CTR increase starting with position #2.\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 70.4%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-300x211.webp 300w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1280x901.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-768x541.webp 768w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1536x1081.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-2048x1442.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-480x338.webp 480w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-640x451.webp 640w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-960x676.webp 960w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1440x1014.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1600x1126.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1920x1352.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"Organic CTR spikes at position #2\" alt=\"Organic CTR spikes at position #2\" data-aspect-ratio=\"0.70428571428571\" src=\"https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2.png 2500w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-300x211.png 300w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1280x901.png 1280w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-768x541.png 768w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1536x1081.png 1536w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-2048x1442.png 2048w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-480x338.png 480w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-640x451.png 640w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-960x676.png 960w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1440x1014.png 1440w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1600x1126.png 1600w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-spikes-at-position-2-1920x1352.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eThis may be due to the fact that for results without ads or \u003ca href=\"https://backlinko.com/hub/seo/serp-features\"\u003eSERP features\u003c/a\u003e, the #2 result often appears above the fold.\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 144.28%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-300x433.webp 300w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1280x1847.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-768x1108.webp 768w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1065x1536.webp 1065w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1419x2048.webp 1419w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-480x693.webp 480w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-640x923.webp 640w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-960x1385.webp 960w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1440x2078.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1600x2308.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1920x2770.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"Google SERP \u0026ndash; 2nd result above fold\" alt=\"Google SERP \u0026ndash; 2nd result above fold\" data-aspect-ratio=\"1.4428571428571\" src=\"https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold.png 2500w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-300x433.png 300w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1280x1847.png 1280w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-768x1108.png 768w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1065x1536.png 1065w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1419x2048.png 1419w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-480x693.png 480w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-640x923.png 640w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-960x1385.png 960w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1440x2078.png 1440w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1600x2308.png 1600w, https://api.backlinko.com/app/uploads/2022/08/google-serp-2nd-result-above-fold-1920x2770.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eIn fact, we found that the top 3 Google search results get 54.4% of all clicks.\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 105.6%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-300x317.webp 300w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1280x1352.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-768x811.webp 768w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1455x1536.webp 1455w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1939x2048.webp 1939w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-480x507.webp 480w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-640x676.webp 640w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-960x1014.webp 960w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1440x1521.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1600x1690.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1920x2028.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"The top 3 Google search results get 54.4% of all clicks\" alt=\"The top 3 Google search results get 54.4% of all clicks\" data-aspect-ratio=\"1.0557142857143\" src=\"https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks.png 2500w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-300x317.png 300w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1280x1352.png 1280w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-768x811.png 768w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1455x1536.png 1455w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1939x2048.png 1939w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-480x507.png 480w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-640x676.png 640w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-960x1014.png 960w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1440x1521.png 1440w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1600x1690.png 1600w, https://api.backlinko.com/app/uploads/2022/08/the-top-3-google-search-results-get-54-percent-of-all-clicks-1920x2028.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003e\u003cstrong\u003eKey Takeaway:\u003c/strong\u003e Our data suggests that “ranking on the first page” may not be a worthy SEO goal. Instead, it’s all about ranking in the top spot (or at least in the top 2). The top 3 organic results get more than half of the clicks.\u003c/p\u003e\n\u003ch2 id=\"moving-up-increases-ctr\" class=\"text-center\"\u003eMoving Up One Position Increases CTR By 32.3%\u003c/h2\u003e\n\u003cp\u003eWe discovered that all things being equal, moving up a single position in Google increases relative CTR by 32.3%.\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 88.8%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-300x266.webp 300w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1280x1137.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-768x682.webp 768w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1536x1364.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-2048x1819.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-480x426.webp 480w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-640x568.webp 640w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-960x852.webp 960w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1440x1279.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1600x1421.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1920x1705.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"Moving up one position increases CTR by 32.3%\" alt=\"Moving up one position increases CTR by 32.3%\" data-aspect-ratio=\"0.88857142857143\" src=\"https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent.png 2500w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-300x266.png 300w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1280x1137.png 1280w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-768x682.png 768w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1536x1364.png 1536w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-2048x1819.png 2048w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-480x426.png 480w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-640x568.png 640w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-960x852.png 960w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1440x1279.png 1440w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1600x1421.png 1600w, https://api.backlinko.com/app/uploads/2022/08/moving-up-one-position-increases-ctr-by-32-percent-1920x1705.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eHowever, this CTR boost isn’t evenly distributed. Not even close.\u003c/p\u003e\n\u003cp\u003eThe CTR impact of moving up in the SERPs varied widely depending on the position.\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 106.8%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-300x320.webp 300w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1280x1367.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-768x820.webp 768w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1438x1536.webp 1438w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1918x2048.webp 1918w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-480x513.webp 480w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-640x684.webp 640w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-960x1025.webp 960w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1440x1538.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1600x1709.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1920x2051.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"Increase in expected CTR from moving up one position in Google\" alt=\"Increase in expected CTR from moving up one position in Google\" data-aspect-ratio=\"1.0685714285714\" src=\"https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google.png 2500w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-300x320.png 300w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1280x1367.png 1280w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-768x820.png 768w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1438x1536.png 1438w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1918x2048.png 1918w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-480x513.png 480w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-640x684.png 640w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-960x1025.png 960w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1440x1538.png 1440w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1600x1709.png 1600w, https://api.backlinko.com/app/uploads/2022/08/increase-in-expected-ctr-from-moving-up-one-position-in-google-1920x2051.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eFor example, moving from position #10 to #9 will result in 11% more clicks.\u003c/p\u003e\n\u003cp\u003eHowever, \u003cstrong\u003emoving up from #2 to the #1 spot will result in 74.5% more clicks\u003c/strong\u003e.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eKey Takeaway:\u003c/strong\u003e Moving up one position in Google will increase your absolute CTR by an average of 2.8%. However, this increase varies greatly depending on the position. We found that the greatest CTR increase came from moving from #2 to #1, which resulted in a relative CTR boost of 74.5%.\u003c/p\u003e\n\u003ch2 id=\"clicks-per-query\" class=\"text-center\"\u003eMost Websites Get 25.1 Clicks Per Query\u003c/h2\u003e\n\u003cp\u003eWe also looked at, for all the queries reported in the Google Search Console, and how many resulted in clicks.\u003c/p\u003e\n\u003cp\u003eFirst, we discovered that most of the queries that a site ranks for in Google get very few impressions.\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 72%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-300x216.webp 300w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1280x922.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-768x553.webp 768w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1536x1106.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-2048x1475.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-480x346.webp 480w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-640x461.webp 640w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-960x691.webp 960w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1440x1037.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1600x1152.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1920x1382.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"Most GSC queries get few impressions\" alt=\"Most GSC queries get few impressions\" data-aspect-ratio=\"0.72\" src=\"https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions.png 2500w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-300x216.png 300w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1280x922.png 1280w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-768x553.png 768w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1536x1106.png 1536w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-2048x1475.png 2048w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-480x346.png 480w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-640x461.png 640w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-960x691.png 960w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1440x1037.png 1440w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1600x1152.png 1600w, https://api.backlinko.com/app/uploads/2022/08/most-gsc-queries-get-few-impressions-1920x1382.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eIn fact, 90.3% of all the queries in our dataset have only 10 impressions or less.\u003c/p\u003e\n\u003cp\u003eThis suggests that most of the keywords that a site ranks for are long tails with low search volume. Or that the site isn’t ranking highly for these terms. Or both.\u003c/p\u003e\n\u003cp\u003eAnd likely due to a low number of impressions, most queries result in a small number of clicks (25.1 per query).\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 72%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-300x216.webp 300w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1280x922.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-768x553.webp 768w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1536x1106.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-2048x1475.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-480x346.webp 480w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-640x461.webp 640w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-960x691.webp 960w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1440x1037.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1600x1152.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1920x1382.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"The average \u0026ldquo;click per query\u0026rdquo; is 25%\" alt=\"The average \u0026quot;click per query\u0026quot; is 25%\" data-aspect-ratio=\"0.72\" src=\"https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent.png 2500w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-300x216.png 300w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1280x922.png 1280w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-768x553.png 768w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1536x1106.png 1536w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-2048x1475.png 2048w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-480x346.png 480w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-640x461.png 640w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-960x691.png 960w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1440x1037.png 1440w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1600x1152.png 1600w, https://api.backlinko.com/app/uploads/2022/08/the-average-click-per-query-is-25-percent-1920x1382.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003e\u003cstrong\u003eKey Takeaway:\u003c/strong\u003e “Ranking for X keywords” may not be a valuable SEO metric. That’s because most pages rank for keywords with little search volume. Instead, most impressions and clicks tend to come from a relatively small number of queries.\u003c/p\u003e\n\u003ch2 id=\"question-titles\" class=\"text-center\"\u003eQuestion and Non-Question Titles Have a Similar CTR\u003c/h2\u003e\n\u003cp\u003eWe compared the average organic CTR between titles that contained and didn’t contain a question.\u003c/p\u003e\n\u003cp\u003e(We defined a question as a title that used the terms “How, Why, What, Who” or a title with a question mark.)\u003c/p\u003e\n\u003cp\u003eWe found that questions with titles had a slightly higher click-through rate compared to titles without a question.\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 54.8%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-300x164.webp 300w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1280x701.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-768x421.webp 768w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1536x842.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-2048x1122.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-480x263.webp 480w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-640x351.webp 640w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-960x526.webp 960w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1440x789.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1600x877.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1920x1052.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"Average CTR for different title types\" alt=\"Average CTR for different title types\" data-aspect-ratio=\"0.54857142857143\" src=\"https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types.png 2500w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-300x164.png 300w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1280x701.png 1280w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-768x421.png 768w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1536x842.png 1536w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-2048x1122.png 2048w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-480x263.png 480w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-640x351.png 640w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-960x526.png 960w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1440x789.png 1440w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1600x877.png 1600w, https://api.backlinko.com/app/uploads/2022/08/average-ctr-for-different-title-types-1920x1052.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eHere’s the full CTR breakdown across the top 10 results.\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 73.6%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-300x221.webp 300w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1280x942.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-768x565.webp 768w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1536x1130.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-2048x1507.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-480x353.webp 480w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-640x471.webp 640w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-960x707.webp 960w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1440x1060.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1600x1178.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1920x1413.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"Organic CTR of question titles vs. non-question titles\" alt=\"Organic CTR of question titles vs. non-question titles\" data-aspect-ratio=\"0.73571428571429\" src=\"https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles.png 2500w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-300x221.png 300w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1280x942.png 1280w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-768x565.png 768w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1536x1130.png 1536w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-2048x1507.png 2048w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-480x353.png 480w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-640x471.png 640w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-960x707.png 960w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1440x1060.png 1440w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1600x1178.png 1600w, https://api.backlinko.com/app/uploads/2022/08/organic-ctr-of-question-titles-vs-non-question-titles-1920x1413.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eHowever, the difference in CTR (15.5% vs 16.3%) was not significant.\u003c/p\u003e\n\u003cp\u003eOther headline CTR studies, \u003ca title=\"What makes you click?\" href=\"https://www.tandfonline.com/doi/abs/10.1080/15534510.2013.847859#.U1AV2PldXLF\" target=\"_blank\" rel=\"noopener\"\u003elike this one published in the journal \u003cem\u003eSocial Influence\u003c/em\u003e\u003c/a\u003e, found that questions boosted CTR on social media.\u003c/p\u003e\n\u003cfigure style=\"max-width: 600px\" class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 117.5%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study.webp 1200w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-300x353.webp 300w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-768x902.webp 768w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-480x564.webp 480w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-640x752.webp 640w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-960x1128.webp 960w\" sizes=\"(max-width: 600px) 100vw, 600px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 600px !important\" title=\"Social influence headline CTR study\" alt=\"Social influence headline CTR study\" data-aspect-ratio=\"1.175\" src=\"https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study.png\" srcset=\"https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study.png 1200w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-300x353.png 300w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-768x902.png 768w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-480x564.png 480w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-640x752.png 640w, https://api.backlinko.com/app/uploads/2019/07/social-influence-headline-ctr-study-960x1128.png 960w\" sizes=\"(max-width: 600px) 100vw, 600px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eIt’s thought that questions may improve CTR in Google as well because when someone is searching for someone in Google, \u003ca title=\"Providing more comprehensive results to your questions in Search\" href=\"https://www.blog.google/products/search/providing-more-comprehensive-results-your-questions-search/\" target=\"_blank\" rel=\"noopener\"\u003ethey’re essentially looking for an answer to a question\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e(They are called “queries” after all.)\u003c/p\u003e\n\u003cp\u003eAnd using a question title may confirm to the reader that your result contains the answer to their exact question. However, our data doesn’t support this.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eKey Takeaway:\u003c/strong\u003e Question-based title tags perform similarly to non-question title tags in terms of organic click-through rate.\u003c/p\u003e\n\u003ch2 id=\"title-tags-with-best-ctr\" class=\"text-center\"\u003eTitle Tags Between 40 to 60 Characters Have The Best CTR\u003c/h2\u003e\n\u003cp\u003eWhat’s the ideal title tag length? Should you keep your titles short and sweet? Or use long titles that contain lots of info about your content?\u003c/p\u003e\n\u003cp\u003eAccording to our data, you want to aim somewhere in the middle.\u003c/p\u003e\n\u003cp\u003eSpecifically, we found that titles between 40-60 characters have the highest organic CTR.\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 91.2%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-300x274.webp 300w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1280x1167.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-768x700.webp 768w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1536x1401.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-2048x1868.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-480x438.webp 480w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-640x584.webp 640w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-960x876.webp 960w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1440x1313.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1600x1459.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1920x1751.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"Title tags between 40 to 60 characters have the highest CTR\" alt=\"Title tags between 40 to 60 characters have the highest CTR\" data-aspect-ratio=\"0.91142857142857\" src=\"https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr.png 2500w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-300x274.png 300w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1280x1167.png 1280w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-768x700.png 768w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1536x1401.png 1536w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-2048x1868.png 2048w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-480x438.png 480w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-640x584.png 640w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-960x876.png 960w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1440x1313.png 1440w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1600x1459.png 1600w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-40-to-60-characters-have-the-highest-ctr-1920x1751.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eThe findings were similar when looking at title tag word count.\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 91.2%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-300x274.webp 300w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1280x1167.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-768x700.webp 768w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1536x1401.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-2048x1868.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-480x438.webp 480w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-640x584.webp 640w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-960x876.webp 960w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1440x1313.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1600x1459.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1920x1751.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"Title tags between 6 to 9 words have the highest CTR\" alt=\"Title tags between 6 to 9 words have the highest CTR\" data-aspect-ratio=\"0.91142857142857\" src=\"https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr.png 2500w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-300x274.png 300w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1280x1167.png 1280w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-768x700.png 768w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1536x1401.png 1536w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-2048x1868.png 2048w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-480x438.png 480w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-640x584.png 640w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-960x876.png 960w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1440x1313.png 1440w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1600x1459.png 1600w, https://api.backlinko.com/app/uploads/2022/08/title-tags-between-6-to-9-words-have-the-highest-ctr-1920x1751.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eWhile there may be an SEO benefit of long title tags (longer titles=more keywords), this may be partially offset by a lower organic CTR.\u003c/p\u003e\n\u003cp\u003eIn fact, \u003ca title=\"SEO Title Tag Optimization at Etsy\" href=\"https://codeascraft.com/2016/10/25/seo-title-tag-optimization/\" target=\"_blank\" rel=\"noopener\"\u003eEtsy tested numerous title tag variations\u003c/a\u003e as part of a large-scale SEO experiment. And they discovered that “It appeared in our results that shorter title tags performed better than longer ones.”\u003c/p\u003e\n\u003cfigure style=\"max-width: 600px\" class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 58.75%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better.webp 1200w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-300x176.webp 300w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-768x451.webp 768w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-480x282.webp 480w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-640x376.webp 640w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-960x564.webp 960w\" sizes=\"(max-width: 600px) 100vw, 600px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 600px !important\" title=\"Etsy title tag variation test results showed shorter title tags are better\" alt=\"Etsy title tag variation test results showed shorter title tags are better\" data-aspect-ratio=\"0.58833333333333\" src=\"https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better.png\" srcset=\"https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better.png 1200w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-300x176.png 300w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-768x451.png 768w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-480x282.png 480w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-640x376.png 640w, https://api.backlinko.com/app/uploads/2019/07/etsy-title-tag-variation-test-results-showed-shorter-title-tags-are-better-960x564.png 960w\" sizes=\"(max-width: 600px) 100vw, 600px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eThe author of that post hypothesized that shorter titles may perform better in Google due to query matching. However, according to our analysis, CTR may also play a role in why short and medium titles work best.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eKey Takeaway:\u003c/strong\u003e Title tags between 40 to 60 characters have the best organic CTR. Titles inside of this range have an 8.9% better average click-through rate compared to those that fall outside of this range.\u003c/p\u003e\n\u003ch2 id=\"longer-keywords-have-higher-ctr\" class=\"text-center\"\u003eLonger Keywords Tend to Have a Higher Overall CTR\u003c/h2\u003e\n\u003cp\u003eWe decided to investigate any potential correlation between keyword length and CTR.\u003c/p\u003e\n\u003cp\u003eFor this analysis, we only focused on the #1 position.\u003c/p\u003e\n\u003cp\u003eAs you can see in the chart below, CTR is clearly higher for long keywords compared to relatively short terms.\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 104.8%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-300x314.webp 300w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1280x1341.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-768x805.webp 768w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1466x1536.webp 1466w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1954x2048.webp 1954w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-480x503.webp 480w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-640x671.webp 640w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-960x1006.webp 960w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1440x1509.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1600x1677.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1920x2012.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"Longer keywords tend to have a higher overall CTR\" alt=\"Longer keywords tend to have a higher overall CTR\" data-aspect-ratio=\"1.0485714285714\" src=\"https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr.png 2500w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-300x314.png 300w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1280x1341.png 1280w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-768x805.png 768w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1466x1536.png 1466w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1954x2048.png 1954w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-480x503.png 480w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-640x671.png 640w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-960x1006.png 960w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1440x1509.png 1440w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1600x1677.png 1600w, https://api.backlinko.com/app/uploads/2022/08/longer-keywords-tend-to-have-a-higher-overall-ctr-1920x2012.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eIn fact, keywords between 10-15 words in length get 2.62x more clicks than single-word terms.\u003c/p\u003e\n\u003cp\u003eThis is likely due to the fact that longer keywords imply a very specific search intent. This means the user knows exactly what they’re looking for, and are therefore more likely to click.\u003c/p\u003e\n\u003cp\u003eGoogle also knows what the user wants. And therefore is likely to serve up highly relevant results.\u003c/p\u003e\n\u003cp\u003eOn the other hand, broad terms often have “mixed intent”. This means the user needs to browse through the results to find a result relevant to their search (or search again with an entitled new query).\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eKey Takeaway:\u003c/strong\u003e Long keywords get 1.76x more clicks in the organic SERPs (specifically, the 1st position), compared to very short keywords.\u003c/p\u003e\n\u003ch2 id=\"keyword-rich-urls\" class=\"text-center\"\u003eKeyword-Rich URLs Are Correlated With a Higher CTR\u003c/h2\u003e\n\u003cp\u003eWe wanted to see if keyword-rich URLs positively impacted CTR.\u003c/p\u003e\n\u003cp\u003eFor example, take someone searching for “weekend trips”. Would a URL like \u003cstrong\u003etravel.com/weekend-trips\u003c/strong\u003e have a higher CTR than \u003cstrong\u003etravel.com/travel-page\u003c/strong\u003e?\u003c/p\u003e\n\u003cp\u003eTo accomplish this analysis, we looked at each of the search queries, compared them with the URLs, and provided a similarity index that ranged from 0% to 100%.\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 56%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-300x168.webp 300w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1280x717.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-768x430.webp 768w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1536x860.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-2048x1147.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-480x269.webp 480w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-640x358.webp 640w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-960x538.webp 960w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1440x806.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1600x896.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1920x1075.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"Our method for seeing if keyword-rich URLs positively impacted CTR\" alt=\"Our method for seeing if keyword-rich URLs positively impacted CTR\" data-aspect-ratio=\"0.56\" src=\"https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr.png 2500w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-300x168.png 300w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1280x717.png 1280w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-768x430.png 768w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1536x860.png 1536w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-2048x1147.png 2048w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-480x269.png 480w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-640x358.png 640w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-960x538.png 960w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1440x806.png 1440w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1600x896.png 1600w, https://api.backlinko.com/app/uploads/2022/08/our-method-for-seeing-if-keyword-rich-urls-positively-impacted-ctr-1920x1075.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eA value of 0% means that the two words are not similar at all, while a value of 100% means a perfect match. We ignored all punctuation marks and symbols.\u003c/p\u003e\n\u003cp\u003eIndeed, we found a significant correlation between keyword-rich URLs and organic CTR:\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 74%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-300x222.webp 300w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1280x947.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-768x568.webp 768w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1536x1137.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-2048x1516.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-480x355.webp 480w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-640x474.webp 640w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-960x710.webp 960w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1440x1066.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1600x1184.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1920x1421.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"Keyword-rich URLs correlate with a higher organic CTR\" alt=\"Keyword-rich URLs correlate with a higher organic CTR\" data-aspect-ratio=\"0.74\" src=\"https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr.png 2500w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-300x222.png 300w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1280x947.png 1280w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-768x568.png 768w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1536x1137.png 1536w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-2048x1516.png 2048w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-480x355.png 480w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-640x474.png 640w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-960x710.png 960w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1440x1066.png 1440w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1600x1184.png 1600w, https://api.backlinko.com/app/uploads/2022/08/keyword-rich-urls-correlate-with-a-higher-organic-ctr-1920x1421.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eHowever, it’s important to note that only 6.3% of URLs in our sample had similarity of more than 80%. This means that URLs are one of many factors that can result in a high CTR.\u003c/p\u003e\n\u003cp\u003eAlthough having a perfect query-keyword match resulted in the highest CTR, our data shows that a URL that partially matches a query can also result in a significant CTR boost.\u003c/p\u003e\n\u003cp\u003e\u003ca title=\"Search Engine Optimization (SEO) Starter Guide\" href=\"https://support.google.com/webmasters/answer/7451184?hl=en\" target=\"_blank\" rel=\"noopener\"\u003eGoogle’s Search Engine Optimization guide\u003c/a\u003e reminds webmasters that your page’s URL shows up in the SERPs. And they recommend that you use “URLs with words that are relevant to your site\u0026#8217;s content…”.\u003c/p\u003e\n\u003cfigure style=\"max-width: 600px\" class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 55.583333333333%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content.webp 1200w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-300x167.webp 300w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-768x427.webp 768w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-480x267.webp 480w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-640x356.webp 640w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-960x534.webp 960w\" sizes=\"(max-width: 600px) 100vw, 600px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 600px !important\" title=\"Google recommends using URLs with words relevant to site\u0026rsquo;s content\" alt=\"Google recommends using URLs with words relevant to site\u0026#039;s content\" data-aspect-ratio=\"0.55666666666667\" src=\"https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content.png\" srcset=\"https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content.png 1200w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-300x167.png 300w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-768x427.png 768w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-480x267.png 480w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-640x356.png 640w, https://api.backlinko.com/app/uploads/2019/07/google-recommends-using-urls-with-words-relevant-to-sites-content-960x534.png 960w\" sizes=\"(max-width: 600px) 100vw, 600px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eAnd a \u003ca title=\"Domain Bias in Web Search\" href=\"https://www.microsoft.com/en-us/research/wp-content/uploads/2012/02/domainbias.pdf\" target=\"_blank\" rel=\"noopener\"\u003e2012 paper published by Microsoft\u003c/a\u003e found that “trusted domains” had a higher CTR in \u003ca href=\"https://backlinko.com/search-engines\"\u003esearch engines\u003c/a\u003e compared to domains that people weren’t familiar with.\u003c/p\u003e\n\u003cfigure style=\"max-width: 550px\" class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 67.75%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr.webp 1200w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-300x203.webp 300w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-768x520.webp 768w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-480x325.webp 480w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-640x434.webp 640w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-960x650.webp 960w\" sizes=\"(max-width: 550px) 100vw, 550px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 550px !important\" title=\"Microsoft paper found trusted domains have higher CTR\" alt=\"Microsoft paper found trusted domains have higher CTR\" data-aspect-ratio=\"0.67818181818182\" src=\"https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr.png\" srcset=\"https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr.png 1200w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-300x203.png 300w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-768x520.png 768w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-480x325.png 480w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-640x434.png 640w, https://api.backlinko.com/app/uploads/2019/07/microsoft-paper-found-trusted-domains-have-higher-ctr-960x650.png 960w\" sizes=\"(max-width: 550px) 100vw, 550px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eThe theory behind this is that search engine users use a page’s URL to figure out the best match for their query.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eKey Takeaway:\u003c/strong\u003e We found a large increase in CTR for pages with a perfect or partial query match (the entire search query is in the URL) vs. a non-match (no search query term matches the URL).\u003c/p\u003e\n\u003ch2 id=\"positive-titles-increase-ctr\" class=\"text-center\"\u003ePositive Titles Can Increase Organic Click Through Rate\u003c/h2\u003e\n\u003cp\u003eOur data suggest that titles with a positive sentiment have a higher CTR compared to negative or emotionally-neutral titles.\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__visual-chart backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 77.68%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate.webp 2500w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-300x233.webp 300w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1280x994.webp 1280w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-768x597.webp 768w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1536x1193.webp 1536w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-2048x1591.webp 2048w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-480x373.webp 480w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-640x497.webp 640w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-960x746.webp 960w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1440x1119.webp 1440w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1600x1243.webp 1600w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1920x1491.webp 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"Emotional titles have a higher organic click through rate\" alt=\"Emotional titles have a higher organic click through rate\" data-aspect-ratio=\"0.77714285714286\" src=\"https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate.png\" srcset=\"https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate.png 2500w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-300x233.png 300w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1280x994.png 1280w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-768x597.png 768w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1536x1193.png 1536w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-2048x1591.png 2048w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-480x373.png 480w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-640x497.png 640w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-960x746.png 960w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1440x1119.png 1440w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1600x1243.png 1600w, https://api.backlinko.com/app/uploads/2022/08/emotional-titles-have-a-higher-organic-click-through-rate-1920x1491.png 1920w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eSpecifically, we found that positive titles have a 4.1% higher absolute CTR compared to negative titles.\u003c/p\u003e\n\u003cp\u003eWe defined the sentiment of each title using machine learning models. Here are some examples of what our model determined as positive, neutral, or negative sentiments:\u003c/p\u003e\n\u003cdiv class=\"table-responsive\"\u003e\n\u003ctable class=\"table table-primary table-striped table-hover\"\u003e\n\u003ccaption\u003e \u003c/caption\u003e\n\u003cthead\u003e\n\u003ctr\u003e\n\u003cth scope=\"col\"\u003eSentiment\u003c/th\u003e\n\u003cth scope=\"col\"\u003eExample\u003c/th\u003e\n\u003cth scope=\"col\"\u003eComment\u003c/th\u003e\n\u003c/tr\u003e\n\u003c/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd scope=\"row\" data-before=\"Sentiment\"\u003epositive\u003c/td\u003e\n\u003ctd scope=\"row\" data-before=\"Example\"\u003eThe Healthiest Halloween Candies That Won\u0026#8217;t Ruin Your Diet\u003c/td\u003e\n\u003ctd scope=\"row\" data-before=\"Comment\"\u003eTitles which contain words like “best”, “coolest”, “healthiest” etc.\u003c/td\u003e\n\u003c/tr\u003e\n\u003ctr\u003e\n\u003ctd scope=\"row\" data-before=\"Sentiment\"\u003eneutral\u003c/td\u003e\n\u003ctd scope=\"row\" data-before=\"Example\"\u003eMom\u0026#8217;s Turkey Sausage Patties Recipe\u003c/td\u003e\n\u003ctd scope=\"row\" data-before=\"Comment\"\u003eJust reporting information, recipes, products names, etc.\u003c/td\u003e\n\u003c/tr\u003e\n\u003ctr\u003e\n\u003ctd scope=\"row\" data-before=\"Sentiment\"\u003enegative\u003c/td\u003e\n\u003ctd scope=\"row\" data-before=\"Example\"\u003eFormer Camp Woodward coach accused of sexual misconduct\u003c/td\u003e\n\u003ctd scope=\"row\" data-before=\"Comment\"\u003eUsually include “negative” words like “assault”, “killing”, etc. A lot of news titles here.\u003c/td\u003e\n\u003c/tr\u003e\n\u003c/tbody\u003e\n\u003c/table\u003e\n\u003c/div\u003e\n\u003cp\u003eSeveral industry studies, \u003ca title=\"100m Articles Analyzed: What You Need To Write The Best Headlines\" href=\"https://buzzsumo.com/blog/most-shared-headlines-study/\" target=\"_blank\" rel=\"noopener\"\u003eincluding this one from BuzzSumo\u003c/a\u003e, have found a correlation between emotional headlines and engagement.\u003c/p\u003e\n\u003cfigure style=\"max-width: 600px\" class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 62.75%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement.webp 1200w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-300x188.webp 300w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-768x482.webp 768w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-480x301.webp 480w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-640x402.webp 640w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-960x602.webp 960w\" sizes=\"(max-width: 600px) 100vw, 600px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 600px !important\" title=\"BuzzSumo study found correlation between emotional headlines and engagement\" alt=\"BuzzSumo study found correlation between emotional headlines and engagement\" data-aspect-ratio=\"0.62833333333333\" src=\"https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement.png\" srcset=\"https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement.png 1200w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-300x188.png 300w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-768x482.png 768w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-480x301.png 480w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-640x402.png 640w, https://api.backlinko.com/app/uploads/2019/07/buzzsumo-study-found-correlation-between-emotional-headlines-and-engagement-960x602.png 960w\" sizes=\"(max-width: 600px) 100vw, 600px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eHowever, I wasn’t able to find any industry study that specifically looked at the relationship between emotional title tags and Google organic CTR.\u003c/p\u003e\n\u003cp\u003eAnd at least according to our data, positive emotional titles can result in a higher click-through rate in the organic results.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eKey Takeaway:\u003c/strong\u003e Titles with positive sentiment have a higher organic click-through rate vs. neutral or negative titles.\u003c/p\u003e\n\u003ch2\u003eBest Practices for CTR\u003c/h2\u003e\n\u003cp\u003eWhile these practices don\u0026#8217;t guarantee to rank highest, based on the findings shared above, these are some of the strategies you can undertake to further enhance your CTR for increased organic traffic share.\u003c/p\u003e\n\u003ch3\u003eFactors Affecting CTR\u003c/h3\u003e\n\u003cp class=\"c0\"\u003e\u003cspan class=\"c2\"\u003eHaving already covered CTR findings, here’s a summarized version of the key factors to follow when seeking to understand the performance of your keywords and ads.\u003c/span\u003e\u003c/p\u003e\n\u003col class=\"c6 lst-kix_9m07z5af7j90-0 start\" start=\"1\"\u003e\n\u003cli class=\"c0 c4 li-bullet-0\"\u003e\u003cstrong\u003e\u003cspan class=\"c2\"\u003eQuality of content\u003c/span\u003e\u003c/strong\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp class=\"c0\"\u003e\u003cspan class=\"c2\"\u003eRemember \u003cstrong\u003eyou attract what you give\u003c/strong\u003e. Quality content must inspire, inform, engage, and support the target audience. In this age of spinning and churning content through AI, it’s imperative to create authentic, valuable, and searchable content.\u003c/span\u003e\u003c/p\u003e\n\u003col class=\"c6 lst-kix_9m07z5af7j90-0\" start=\"2\"\u003e\n\u003cli class=\"c0 c4 li-bullet-0\"\u003e\u003cstrong\u003e\u003cspan class=\"c2\"\u003eUser Experience Design (UX)\u003c/span\u003e\u003c/strong\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp class=\"c0\"\u003e\u003cspan class=\"c2\"\u003eA process of building products and services (read website) that provide meaningful and relevant experiences to users. Under this paradigm, the UX covers functionality, accessibility, branding, usability, and integration of faster interactions with users.\u003c/span\u003e\u003c/p\u003e\n\u003col class=\"c6 lst-kix_9m07z5af7j90-0\" start=\"3\"\u003e\n\u003cli class=\"c0 c4 li-bullet-0\"\u003e\u003cstrong\u003e\u003cspan class=\"c2\"\u003eSite Load Time\u003c/span\u003e\u003c/strong\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp class=\"c0\"\u003e\u003cspan class=\"c2\"\u003eUse tools such as PageSpeed Insights among others to assess the time a web page takes to fully load. Aim to get your load time 0-4 seconds for the best conversion rates.\u003c/span\u003e\u003c/p\u003e\n\u003cfigure style=\"max-width: 700px\" class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 39.667306461932%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2.webp 1563w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-300x119.webp 300w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-1280x508.webp 1280w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-768x305.webp 768w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-1536x609.webp 1536w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-480x190.webp 480w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-640x254.webp 640w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-960x381.webp 960w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-1440x571.webp 1440w\" sizes=\"(max-width: 700px) 100vw, 700px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 700px !important\" title=\"Semrush CTR 2\" alt=\"Pagespeed Insights for Backlinko\" data-aspect-ratio=\"0.39714285714286\" src=\"https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2.png\" srcset=\"https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2.png 1563w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-300x119.png 300w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-1280x508.png 1280w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-768x305.png 768w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-1536x609.png 1536w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-480x190.png 480w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-640x254.png 640w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-960x381.png 960w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-2-1440x571.png 1440w\" sizes=\"(max-width: 700px) 100vw, 700px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003col class=\"c6 lst-kix_9m07z5af7j90-0\" start=\"4\"\u003e\n\u003cli class=\"c0 c4 li-bullet-0\"\u003e\u003cstrong\u003e\u003cspan class=\"c2\"\u003eSEO CTR for branded and non-branded keywords\u003c/span\u003e\u003c/strong\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp class=\"c0\"\u003e\u003cspan class=\"c2\"\u003eAn interesting study by Search Engine Journal after analyzing over 160k keywords across over 400 websites found that branded keywords perform better across the internet whereas e-commerce tops for non-branded keywords on desktop.\u003c/span\u003e\u003c/p\u003e\n\u003cfigure style=\"max-width: 640px\" class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 37.421875%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3.webp 1280w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-300x112.webp 300w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-768x287.webp 768w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-480x180.webp 480w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-640x240.webp 640w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-960x359.webp 960w\" sizes=\"(max-width: 640px) 100vw, 640px\"\u003e\u003cimg decoding=\"async\" style=\"max-width: 640px !important\" title=\"Semrush CTR 3\" alt=\"Searc Engine Journal study on branded and non-branded keywords\" data-aspect-ratio=\"0.375\" src=\"https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3.png\" srcset=\"https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3.png 1280w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-300x112.png 300w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-768x287.png 768w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-480x180.png 480w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-640x240.png 640w, https://api.backlinko.com/app/uploads/2019/08/Semrush-CTR-3-960x359.png 960w\" sizes=\"(max-width: 640px) 100vw, 640px\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003col class=\"c6 lst-kix_9m07z5af7j90-0\" start=\"5\"\u003e\n\u003cli class=\"c0 c4 li-bullet-0\"\u003e\u003cstrong\u003e\u003cspan class=\"c2\"\u003eTarget Audience and Search Intent\u003c/span\u003e\u003c/strong\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp class=\"c0\"\u003e\u003cspan class=\"c2\"\u003eIn simple terms, what’s the purpose behind a search? Figure out this and you’ll be on your way to improved CTR on your website.\u003c/span\u003e\u003c/p\u003e\n\u003col class=\"c6 lst-kix_9m07z5af7j90-0\" start=\"6\"\u003e\n\u003cli class=\"c0 c4 li-bullet-0\"\u003e\u003cstrong\u003e\u003cspan class=\"c2\"\u003eSearch Volume and Popularity of Keywords\u003c/span\u003e\u003c/strong\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp class=\"c0\"\u003e\u003cspan class=\"c2\"\u003eIs the search query in demand? CTR mainly depends on having popularity with the target audience.\u003c/span\u003e\u003c/p\u003e\n\u003col class=\"c6 lst-kix_9m07z5af7j90-0\" start=\"7\"\u003e\n\u003cli class=\"c0 c4 li-bullet-0\"\u003e\u003cstrong\u003e\u003cspan class=\"c2\"\u003eMobile Search\u003c/span\u003e\u003c/strong\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp class=\"c0\"\u003e\u003cspan class=\"c2\"\u003eMore often than not, in public parks and the streets, you’ll see a large percentage of people browsing on their mobile phones. In the US, more than 50% of the searches occur on mobile devices. Build mobile-responsive sites. That’s it.\u003c/span\u003e\u003c/p\u003e\n\u003col class=\"c6 lst-kix_9m07z5af7j90-0\" start=\"8\"\u003e\n\u003cli class=\"c0 c4 li-bullet-0\"\u003e\u003cstrong\u003e\u003cspan class=\"c2\"\u003eOptimize for Search Engine Algorithms and Updates\u003c/span\u003e\u003c/strong\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp class=\"c0\"\u003e\u003cspan class=\"c2\"\u003eKeep up with new trends within the search engine industry, and update your site to comply with any Google algorithm updates, It makes your site crawlable and search-friendly.\u003c/span\u003e\u003c/p\u003e\n\u003ch2 class=\"c0\"\u003e\u003cspan class=\"c2\"\u003eFrequently Asked Questions (FAQs)\u003c/span\u003e\u003c/h2\u003e\n\u003cp class=\"c0\"\u003e\u003cstrong\u003e\u003cspan class=\"c2\"\u003eHow do you calculate the average click rate?\u003c/span\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp class=\"c0\"\u003e\u003cspan class=\"c2\"\u003eCTR = Number of clicks an ad receives divided by the number of times the ad displays\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"c0\"\u003e\u003cspan class=\"c2\"\u003eTherefore:\u003c/span\u003e\u003cspan class=\"c9\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"c0\"\u003e \u003cem\u003e Clicks \u003cspan class=\"c1\"\u003e ÷ Impressions = CTR\u003c/span\u003e\u003c/em\u003e\u003c/p\u003e\n\u003cp class=\"c0\"\u003e\u003cstrong\u003e\u003cspan class=\"c1\"\u003eWhat does the Click-Through Rate tell you?\u003c/span\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp class=\"c0\"\u003e\u003cspan class=\"c1\"\u003eCTR informs you of the performance of target keywords, ads, and free listings.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"c0\"\u003e\u003cstrong\u003e\u003cspan class=\"c1\"\u003eWhat is a good CTR?\u003c/span\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp class=\"c0\"\u003e\u003cspan class=\"c1\"\u003eThe average CTR is 1.91% for search and 0.35% for display. While these are industrial figures based on the CTR Equation, the percentages may vary depending on the niche. As mentioned, 3% is considered the average CTR, and anything above this is good. \u003c/span\u003e\u003c/p\u003e\n\u003ch2 class=\"text-center\"\u003eSummary and Conclusion\u003c/h2\u003e\n\u003cp\u003eAgain, I’d like to thank \u003ca title=\"Semrush\" href=\"https://semrush.com?utm_campaign=google-ctr-stats\u0026utm_source=backlinko.com\u0026utm_medium=referral\" target=\"_blank\" rel=\"noopener\"\u003eSemrush\u003c/a\u003e for helping make this study possible.\u003c/p\u003e\n\u003cp\u003eAnd now I’d like to hear from you:\u003c/p\u003e\n\u003cp\u003eWhat’s your #1 takeaway from this research?\u003c/p\u003e\n\u003cp\u003eOr maybe you have a question.\u003c/p\u003e\n\u003cp\u003eEither way, go ahead and leave a comment below.\u003c/p\u003e","featuredImage":null,"dominantThumbnailColor":"","author":{"node":{"id":"dXNlcjox","name":"Brian Dean","slug":"brian-dean","uri":"/author/brian-dean","avatar":{"height":96,"url":"https://secure.gravatar.com/avatar/ff8eab31fb6066670f6d0fe9d9f0166f?s=96\u0026d=mm\u0026r=g","width":96},"authorPage":{"customAvatar":null}}},"modified":"2025-02-13T06:44:03","postOptions":{"footerLayout":"default","transparentHeader":"enabled","hideEntryTitle":"yes","hideEntryHeader":"no","newHeaderBackgroundColor":null,"showCollaborationInByline":null,"overrideHeaderBackgroundColor":null,"overridePublishDateDisplay":null,"publishDateDisplay":null,"posts2PopupExitIntent":null,"countThreshold":100,"requireCountThreshold":true,"toc":true,"tocNestedItems":null,"socialSidebar":"enabled","headerButtonOverride":null},"template":{"templateName":"Default"},"pageHeader":{"pageHeader":[{"__typename":"Post_Pageheader_PageHeader_ImageBannerBlock","imageBannerBlockBackgroundColor":"#00ab88","imageBannerBlockCustomBackgroundColor":"yes","imageBannerBlockCustomCss":".image-header-wrap-block-style-designed-guide {\r\nbackground: -moz-linear-gradient(top, #00ab88 0%, #00c9a0 100%);\r\nbackground: -webkit-linear-gradient(top, #00ab88 0%,#00c9a0 100%);\r\nbackground: linear-gradient(to bottom, #00ab88 0%,#00c9a0 100%);\r\nfilter: progid:DXImageTransform.Microsoft.gradient( startColorstr='#00ab88', endColorstr='#00c9a0',GradientType=0 );\r\n}","imageBannerBlockImageMarginBottom":"minus-0-point-5","imageBannerBlockImageMarginBottomLgUp":"minus-2-point-5","imageBannerBlockImageMarginBottomMdUp":"minus-1-point-5","imageBannerBlockImageMarginTop":null,"imageBannerBlockImageMarginTopLgUp":"minus-1","imageBannerBlockImageMarginTopMdUp":"minus-1","imageBannerBlockStyle":"designed-guide","imageBannerBlockSubTitle":"Here's What We Learned About\u003cbr class=\"hidden-md-down\"\u003e Organic Click Through Rate","imageBannerBlockTitle":"We analyzed 4 million Google Search Results","imageBannerBlockTitleSize":"small","imageBannerBlockImage":{"title":"We Analyzed 5 Million Google Search Results. Here’s What We Learned About Organic Click Through Rate","sourceUrl":"https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero.png","sizes":"(max-width: 960px) 100vw, 960px","srcSet":"https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-960x526.png 960w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-300x164.png 300w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-768x421.png 768w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-480x263.png 480w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-640x351.png 640w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero.png 1000w","webpSrcSet":"https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-960x526.webp 960w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-300x164.webp 300w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-768x421.webp 768w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-480x263.webp 480w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero-640x351.webp 640w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero.webp 1000w","webpSourceUrl":"https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-hero.webp","mediaDetails":{"width":1000,"height":548}},"overwriteDefaults":"yes"}],"pageHeaderLayout":"full-width"},"postContentBlocks":{"postContentBlocks":[]},"customPostContent":{"customPostContent":[]},"customFeedContent":{"customFeedContent":"\u003cfigure style=\"max-width: 1000px\" class=\"backlinko-image__img-explicit-no-border backlinko-image\"\u003e\u003cdiv class=\"backlinko-img-placeholder\" style=\"display: none; padding-bottom: 31.8%\"\u003e\u003c/div\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner.webp 2000w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-300x95.webp 300w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-1280x407.webp 1280w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-768x244.webp 768w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-1536x488.webp 1536w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-480x153.webp 480w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-640x204.webp 640w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-960x305.webp 960w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-1440x458.webp 1440w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-1600x509.webp 1600w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-1920x611.webp 1920w\" sizes=\"(max-width: 1000px) 100vw, 1000px\"\u003e\u003cimg style=\"max-width: 1000px !important\" class=\"a3-notlazy\" title=\"We Analyzed 5 Million Google Search Results. Here\u0026#8217;s What We Learned About Organic Click Through Rate\" alt=\"We Analyzed 5 Million Google Search Results. Here\u0026#039;s What We Learned About Organic Click Through Rate\" data-aspect-ratio=\"0.318\" src=\"https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner.png\" srcset=\"https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner.png 2000w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-300x95.png 300w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-1280x407.png 1280w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-768x244.png 768w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-1536x488.png 1536w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-480x153.png 480w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-640x204.png 640w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-960x305.png 960w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-1440x458.png 1440w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-1600x509.png 1600w, https://api.backlinko.com/app/uploads/2019/08/google-ctr-stats-banner-1920x611.png 1920w\" sizes=\"(max-width: 1000px) 100vw, 1000px\"/\u003e\u003c/picture\u003e\u003c/figure\u003e\n\u003cp\u003eWe analyzed 4 million Google search results to better understand the organic click-through rate.\u003c/p\u003e\n\u003cp\u003eFirst, we analyzed CTR data across 1,312,881 pages and 12,166,560 search queries.\u003c/p\u003e\n\u003cp\u003eThen, we looked at how factors like title tag length, sentiment and meta descriptions affect organic CTR.\u003c/p\u003e\n\u003cp\u003eThanks to data provided from \u003ca title=\"Semrush\" href=\"https://semrush.com/?utm_campaign=google-ctr-stats\u0026utm_source=backlinko.com\u0026utm_medium=referral\" target=\"_blank\" rel=\"noopener\"\u003eSemrush\u003c/a\u003e, we were able to get CTR data from several different Google Search Console accounts.\u003c/p\u003e\n\u003cp\u003eSo without further ado, let’s see the results.\u003c/p\u003e\n"},"seo":{"breadcrumbs":[{"text":"Home","url":"https://api.backlinko.com/"},{"text":"Blog","url":"https://api.backlinko.com/blog"},{"text":"We Analyzed 4 Million Google Search Results. Here\u0026#8217;s What We Learned About Organic Click Through Rate","url":"https://api.backlinko.com/google-ctr-stats"}],"title":"We Analyzed 4 Million Google Search Results. Here's What We Learned About Organic CTR","opengraphDescription":"An industry study that looks at Google's current organic CTR.","canonical":"https://api.backlinko.com/google-ctr-stats","metaDesc":"An industry study that looks at Google's current organic CTR.","metaRobotsNofollow":"follow","metaRobotsNoindex":"index","opengraphModifiedTime":"2025-02-13T11:44:03+00:00","opengraphPublishedTime":"2019-08-27T14:09:06+00:00","opengraphPublisher":"https://www.facebook.com/Backlinko","opengraphSiteName":"Backlinko","opengraphTitle":"We Analyzed 4 Million Google Search Results. Here's What We Learned About Organic CTR","opengraphType":"article","opengraphUrl":"https://api.backlinko.com/google-ctr-stats","opengraphImage":{"title":"ctr-study-social-image","mediaItemUrl":"https://api.backlinko.com/app/uploads/2019/08/ctr-study-social-image.png","mediaDetails":{"height":630,"width":1200}}},"commentCount":0,"commentStatus":"open","comments":{"pageInfo":{"hasNextPage":false,"endCursor":null},"nodes":[]}},"lockedPost":null,"formData":{},"seo":{"breadcrumbs":{"archivePrefix":"Archives for","boldLast":false,"enabled":false,"homeText":"Home","notFoundText":"Error 404: Page not found","prefix":"","searchPrefix":"You searched 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