Some good news to kick off with: the Google CTR tool got an extra segmentation by country available since November. Therefore, 2 months later after adding the UK market, Australia joins the list of CTR data sets.

Now let’s have a look at how the organic traffic distribution is shaping up when comparing the international CTR values retrieved in December against the November ones.

Search intent: 

The most significant changes were noticed for the commercial searches, especially for the websites ranked first. On desktop, these websites experienced a 3.36% drop, while on mobile, the decrease in clickthrough rate equalled 2.68%.

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Long tail keywords:

Websites ranked second for queries containing more than 3 words recorded a 1.69% loss in CTR on desktop searches.

Industries:

Let’s begin the industries analysis with the Real Estate one, a pretty stable market from a CTR point of view, at least since June. Here, websites ranked first recorded a 3.32% loss on desktop, while on mobile, the drop reached 2.23%.

In the Home & Garden industry, the top 2 websites lost together 3.63% in CTR on desktop searches and 4.19% on mobile queries.

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After quite an uneventful period (no changes since April), the first 2 positions in the Jobs & Education market registered a 2.88% loss in CTR on desktop queries.

As for the Health industry, websites ranked first on desktop searches lost, on average 1.24%, while the top 3 positions found their CTR decreasing with 4.02% in total for the searches made from mobile devices.

July’s winner, the News, Media, Publications industry found itself on the downward curve, with websites ranked on the first 2 positions witnessing a 3.73% loss on mobile searches.

On the other hand, the Dining & Nightlife industry was on the rise, where for mobile searches, the websites ranked first got a 2.22% boost in CTR.

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This month’s industry with the highest change, although a negative one, is Retailers & General Merchandise. Here, websites ranked first on desktop queries registered no less than a 4.49% drop in CTR, while on mobile, top 2 positions lost together 3.05%

It’s worth mentioning the Business & Industrial industry, as well, where websites ranked first lost 1.91% in clickthrough rate on desktop and 1.12% on mobile devices.

That’s it for…December

New year, new…us 🙂 By observing how CTR values fluctuate throughout the year, we’re thinking about changing the format we present this data.

More specifically, we’d like to present these insights quarterly instead of monthly, to better understand how the clickthrough rate changes from one season to another and see the full picture instead of what might be sometimes just some accidental spikes.

So, please let me know what you think about this new CTR format in the comments section down below. See you soon! 🙂

14 comments
  1. Hi Dan,
    I like this blog about the CTR stats. This is my first visit to your post. Excellent Dan. I want to read more about your blog. I loved your advice.
    Thanks for sharing.
    Have a great weekend.

  2. Hello Dan
    It time to heads up & focus on keyword as well as content to increase CTR of your website. As Patel said SEO is not only about building backlinks, keywords & user intent also matter.
    Thanks for the great work! Cheers!

  3. Glad I stumbled across your blog, Dan. I hadn’t paid attention to CTR by industry. It’s definitely an eye-opening read to realize how CTR forecasting plays such an important role in high-value rankings.

    1. We currently don’t support Greece as a standalone market in our CTR tool. However, would splitting the clickthrough data by industry would help? This could be done from the ‘Categories’ tab.

    1. Very good observation, Adrian!
      The CTR for Featured Snippets might be lower in some very particular cases because users believe that this page can be summarized to that snippet, so no need to visit it further. That’s why they’ll look for more info by clicking on the next result(s) in SERP.
      Hope this helps!

  4. Thanks Dan for sharing such informative stats on CTR.
    We all run after higher CTRs but due to this pandemic, it seems it is impacting almost everything.
    It is also interesting to note that even Health Industry is facing challenges.

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