Position two has a CTR of 15.8%.
And so on.
So what is a good CTR?
Any value equal to or greater than these benchmarks would indicate that your page is outperforming the average.
Whenever you analyze your own performance, be sure to take average position into account when deciding whether your CTR is “good” or “bad.”
Factors that influence organic CTR
Organic CTR is highly contextual, and many factors influence it:
SERP Position: In many cases, the biggest factor influencing your organic CTR is the position your page occupies. The top three positions get the most clicks and have a higher CTR than pages in position #4 and below.
Search intent: The type of query can affect CTR. For example, informational queries (e.g., “how to make a cake”) may have a different CTR than transactional queries (e.g., “buy chocolate cake online”).
SERP Features: Some SERPs contain mobile phone saudi arabia mobile number directory eatured snippets, map packs, and other features that can dramatically change the CTR of other organic results. They can also skew the distribution of pages that receive clicks.
Rich snippets: Some links in the SERPs will contain additional information, such as ratings or sitelinks. This can improve the CTR of those links and decrease the CTR of other results.
Brand Recognition: Established brands or websites with strong domain authority may naturally have a higher CTR due to recognition and trust.
Industry or niche: Different sectors have different average CTRs
Mobile vs. Desktop Searches: The device used by the user can influence CTR. Mobile searches may have a different CTR pattern than their desktop counterparts.
Title and Meta Description: Compelling page titles and meta descriptions can influence a user’s decision to click on your link (more on this later in the post).
As you can see, some factors are external and others are directly related to your website and your SEO efforts.
For example, your company's size or history, your advertising efforts, and your social media presence can all influence brand recognition.
On the other hand, page titles and meta descriptions are part of the SEO field. And you can directly influence their effect on organic CTR.
How to improve organic CTR
If your page or website has a low CTR (or if you simply want to increase it above average), there are many strategies you can follow to generate more clicks.