In the last couple of days, we have updated the average click-through rate (CTR) values in our tools.
Although it may seem like a minor change, it has a significant impact on the quality and accuracy of the data we provide.
Let’s take a look at the reasons why.
What is CTR and why is it important?
Organic click through rate refers to how many people click on a certain result in the SERP in proportion to the number of people who see the result.
In theory, if all the people would click on the first result, the CTR of that position would be 100% and the rest of the results would have 0% click-through rate. If all the 10 results in the SERP would be clicked on equally, each position would have a CTR of 10%
In reality, the click-through rate changes dramatically with each position in the SERP and the higher is the position of the website, the more visitors it will get.
As we can see in the graph, the average CTR of the website on the first position is approximately 35% and the average CTR of the position #10 is only about 1.5%.
This means that out 1000 searches for certain keyword, about 350 people will visit the first page while the website at the bottom of the SERP will get only 15 visitors in average.
Read more on Mangools SEOpedia: What is CTR?
CTR update in Mangools SEO tools
To improve the accuracy of the metrics we provide, we updated CTR values in SERPChecker, KWFinder, and SERPWatcher. The update is based on the most-recent data by Advanced Web Ranking, a data provider that calculates the average CTR values regularly from millions of searches on both desktop and mobile.
The data update affected these metrics:
Click-through rate (SERPChecker)
In SERPChecker, we updated the average CTR values in the left column of the SERP table.
It is important to remember that the click-through rate is influenced by many factors and the values are only average numbers.
Factors that influence the CTR the most:
- Optimization of the SERP snippets – title tag and meta description of the website (impossible to measure exactly)
- Rich snippets – the presence of the so-called rich snippets such as knowledge graphs, ads, map packs or featured snippets – we calculate their impact on a scale from 1 to 5 in the “SERP Features Impact” metric
- The presence of prerender – in SERPChecker, we identify the <link rel=”prerender”/> tag added by Google. The presence of prerender usually means that users are more likely to click on this result and the actual CTR for the first result may be much higher
- Length of the keyword – searches with queries consisting of more words have a higher CTR than short-tail keyword searches, therefore, we consider the length of the keyword too
- Type of the device – the average CTR differs on desktop and mobile devices, don’t forget to select the right device in the search panel
Estimated visits (KWFinder + SERPWatcher)
We updated and unified the Estimated visits metric in KWFinder and SERPWatcher to bring you more accurate and consistent data.
The Estimated visits metric is calculated from the search volume of the keyword and the average CTR for the given SERP position.
It is a useful metric that can help you to evaluate the keyword in relation to the ranking position and see the real impact of the changes in rankings on the traffic in SERPWatcher.
Why should you care about the Estimated visits?
For example, you may rank on the first position for a keyword that brings you only 5 visitors a day. And you can rank #4 for another keyword that brings you 50 new visitors a day.
Which keyword is more valuable for you? The second, even though you rank on the lower position.
It is the organic traffic that matters the most, not the rankings.
Dominance Index (SERPWatcher)
As a consequence of the update of CTR values, the Dominance Index in SERPWatcher was updated too.
We added an annotation in the app so that you know the date of the change as there may be some bumps in the graph due to the update.
The Dominance Index is a popular metric that helps you to track the overall progress of your website based on the positions of your keywords, known average click-through rate values and search volume of the keywords.
Read more: What is Dominance Index?
As you can see, click-through rate is an important (and often overlooked) metric that indicates how many visitors will actually visit your website.
The update of the average CTR values in our tools influences other metrics and helps to bring better and more precise data for you to evaluate your SEO efforts.
Let us know which metric do you find the most useful – CTR, Estimated visits or Dominance Index?