CTR Stats – Changes Report for September

Following several requests received from our users, the CTR curve for the Top 20 positions is now available for the UK market, as well, besides US and International based data sets. Just like you’ve been accustomed for the other markets, these new CTR values can be splitted by search intent, device, keyword length, industries and will be computed from now on.

Now let’s jump to the insights gained when comparing exact international CTR values registered in September against the ones from August.

Search intent: 

Websites ranked first on desktop searches for informational intent queries recorded a 1.31% decrease in CTR.

On the other hand, for commercial intent queries, websites ranked 1st recorded a 1.04% boost on desktop searches, while on mobile, their CTR increased, on average, with 1.28%.

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As for the location queries, it seems that only the ones made from mobile were affected at the top. More precisely, websites ranked first experienced a 1.05% decrease in clickthrough rate when comparing September’s values against August ones.

Industries:

Let’s begin with previous month’s winners, the Dining & Nightlife industry, where for the desktop searches, websites ranked first registered a 2.22% loss in CTR, while those ranked second experienced a 1.14% increase

Same industry, but on mobile searches this time, websites ranked first dropped in CTR with 1.92% when compared to the previous month.

In the Retailers & General Merchandise industry, websites ranked 1st for desktop searches registered a 1.64% loss in CTR, while the traffic juice passed to those websites ranked 2nd (+1.61%). Websites ranked first were also affected on mobile searches, witnessing a 2.18% increase in CTR.

A similar pattern to the one encountered for the above industries was present in the Occasions & Gifts market, with websites ranked 1st on desktop searches losing 1.29%, while the ones ranked 2st increasing with 1.2%.

And since speaking about patterns, let’s just stay a bit more on this industry and observe the evolution of the mobile CTR stats. With a 1.11% loss in CTR for the websites ranked first, we could say the values now got back to “normal” after increasing the previous month (context: in May and June, the trend was still descending)

Just before concluding, let’s have a look at an atypical CTR behaviour. In the Food & Groceries industry, websites ranked third recorded a 1.1% loss in clickthrough rate on desktop searches, which is a big and unusual change in CTR for the 3rd position. We usually see such variations for the top two positions.

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That’s it for…September

September’s CTR values evolution was marked by the changes that affected the search intent queries and some industries. 

So I’m wondering: did you experience any changes in the amount of clicks each of your website’s position was expected to receive in September for any of the commercial, informational or location intent queries? Leave your thoughts in the comments section below.

And, like usual, see you next month with fresh CTR updates! 🙂

Author: Dan Popa

Dan Popa is an Online Marketing Strategist at Caphyon. He is passionate about both Online and Offline Marketing and he's always looking for new ways of applying the basic principles of marketing in the fast-evolving SEO field. He's always in a mood to chat about new creative ideas for campaigns, so you can find him on Twitter.

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