March data is now available and there are some quite interesting facts on the CTR evolution when comparing the values with the ones retrieved in February. The changes affect 1 word keywords SERPs, location and commercial intent queries, as well as, of course, some specific industries.
So let’s have a closer look at each category’s CTR latest evolution.
On short tail keywords:
Websites ranked first on mobile devices experienced a 1.27% increase in clickthrough rate for 1-word queries.
On Search intent:
March highest CTR changes for top ranked websites occured for location intent queries. However, these changes happened somehow in mirror, since websites ranked 1st on desktop searches registered a 4.97% decrease in CTR, while for mobile searches, 1st position website’s CTR got a 3.59% boost.
Something similar but at a lower scale happened for commercial queries, with websites ranked first for desktop searches experiencing a 1.49% drop in CTR, while for the mobile results for the same position, the CTR increasing by 2.27%.
Top 3 positions on desktop searches from the Real Estate industry lost in total 9.75% in CTR.
On the other hand, for mobile queries, the websites ranked 1st experienced a 1.62% lost in CTR.
In the Dining & Nightlife industry, websites ranked 1st for desktop searches registered a 3.28% loss in CTR, while the traffic juice passed to those websites ranked 2nd (+4.79%) and 3rd (+2.29%).
The most significant change from the Retailers & General Merchandise industry came for the websites ranked first on mobile searches: a 2.43% increase in clickthrough rate.
Law & Government industry experienced a decrease in CTR for websites ranked first: by 4.55% on desktop searches and by 3.13% on searches made from mobile devices.
Same goes with the Business & Industrial market. Websites ranked 1st registered a 1.96% drop in CTR on desktop searches and 1.94% on mobile searches.
Another significant change came from the Travel & Tourism industry, where websites ranked first on desktop searches noticed an average drop in CTR by 2.93%.
As for the Finance industry, there are some good news for the websites ranked first, since they noticed an increase in CTR (+1.24% on desktop and +1.36% on mobile searches).
Vehicles industry was on a slight decrease in CTR in March compared to February. On desktop searches, websites ranked 1st and 2nd accounted a 2.74% loss in CTR, while on mobile searches, websites ranked first experienced a 1.8% decrease in clickthrough rate.
A similar trend was registered for the Home & Garden market, where, on desktop searches, websites ranked 1st noticed a 1.35% drop in CTR, while positions 1 & 2 on mobile searches counted a total of 3.68% loss in CTR.
Last but not least, Sports & Fitness industry recorded an average drop of 1.5% in CTR for the websites ranked first on desktop searches.
Wrapping it up
It’s been quite an eventful March vs February comparison from a CTR fluctuation perspective. So how about you? Did you notice any changes in clickthrough rate for those top ranking URLs? Maybe for a certain industry or for those commercial intent queries only? I’d love to hear your thoughts!
And, of course, see you next month with more CTR updates! 🙂