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.

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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%.

On Industries:

Top 3 positions on desktop searches from the Real Estate industry lost in total 9.75% in CTR.

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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.

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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%.

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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! 🙂

  1. Hi Dan, very interesting insights. So why do you think so many 1st position websites on desktop across numerous industries are experiencing a drop in CTR, despite being 1st? Increase in featured snippets, map stacks and Google Ads perhaps contributing factors?

    1. Hey Christian,

      It’s highly likely that the drop in CTR for websites ranked 1st in various industries could be correlated to the SERPs anatomy. The higher the number and relevancy of ads appearing on SERPs, the more traffic juice will be drawn from position 1 websites (ads are counted as position 0).

      And, of course, different listing types such as map stacks, featured snippets, knowledge panels etc might be more visually intriguing for users to click on which translates into changes in the clickthrough rates.

      However, absolute conclusions cannot be drawn and it’s advised to track the CTR evolution for longer periods to avoid errors such as industry seasonality, fluctuations in CTR caused by competitors etc.


  2. Hello Dan,
    Thank you for sharing.I am using different tools for this types of research and I also observed the changes in few sectors.In my opinion in the near future longer queries will experience also changes.In my research the tendency is strictly specified terms to rank higher in SERP,in general.

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