How Google Rank Affects CTR

How Google Rank Affects CTR

It is both interesting and important to know how click through rates collate with ranking positions on Google. Is it just as simple as ‘the higher the rank, the higher the CTR’? You can find out below, but first let’s discuss what points to consider when looking at this relationship.

  1. In general, pages that are higher rank in Google have a higher Click-Through Rate; usually because people are reluctant to scroll too far down the page and it’s safe to assume that higher ranked pages do have better, more relevant content to what the user is looking for.
  2. Click-Through Rate is important for Rank Brain, Google’s AI technology that is used for ranking.
  3. Google’s interface has been undergoing some changes recently, including AMP, banners, numbers of ads and answer box.

Recent research has found the following data:

How Google Rank Affects CTR

  • Position 1 – 44.64%
  • Position 2 – 28.92%
  • Position 3 – 28.52%
  • Position 4 – 19.50%
  • Position 5 – 20%
  • Position 6 – 14.62%
  • Position 7 – 16.53%
  • Position 8 – 15.02%
  • Position 9 – 12%
  • Position 10 – 17.26%
  • Position 11 – 9.86%
  • Position 12 – 6.61%
  • Position 13 – 12.23%
  • Position 14 – 5.27%
  • Position 15 – 3.36%
  • Position 16 – 7.80%

 

 

 

Looking at the above it is clear that there is a correlation between ranking position and CTR on Google. The CTR descends from Position 1 through 10, with a small jump at the latter. The CTR for positions on page 2 are a little more mixed, most likely due to users who are doing their research and considering as many options as possible.