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.
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%.
Long tail keywords:
Websites ranked second for queries containing more than 3 words recorded a 1.69% loss in CTR on desktop searches.
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.
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.
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 format in the comments section down below. See you soon! 🙂