Here’s some information on how to get started with Google Search Console. If you aren’t signed up for the search console, it’s a free account that you can sign up for. Once inside of the pages area of the reporting, you can select the page that you want the CTR information of. Next, navigate to the “pages” area of the reports to get the CTR for every individual page, within your website. Once you’re inside of your search console account, navigate to the performance area. The search console is full of tools and information that makes the job of managing your website’s performance in Google’s search results much easier. The most reliable place to find your click through rate information is within your Google Search Console account. The listing in the number two position has an average CTR of only 15.7% while the listing in the number three position on the search results page received only 11% of the clicks! These are huge drops from the number one position! Now it’s not just about getting on the first page any more but now its all about what position you’re in. Search engine journal found that the average click through rate for a search listing in the number one position received a CTR of 28.5%. What may surprise you, however, is the dramatic change in CTR as it relates to the listing position in the search engine results page. As you can imagine, the listing in the first position is going to have a higher CTR than the listing at the bottom of the page, or number ten position. In addition to click through rate by industry, another metric that you should be aware of when it come to CTR, is the click through rate of search engine listing as it pertains to the position on the search engine results page. There are, however averages within industries that could be a starting point to use as baselines for your company. A good CTR will vary from campaign type to campaign type and from industry to industry. There are a lot of factors that go into what makes up a good click through rate. Unfortunately, this is where it get’s a bit murky because the honest answer is, it depends. Notice the lack of enthusiasm you’re feeling now? Would you be making a different business decision, now that you know the CTR as opposed to the decision you would have made earlier based on just the impressions? What Are Good Click Through Rates A CTR of 1.22% is no where near as impressive as 1,387 impressions. Now you have a metric that means something. If you have 1,387 impressions and then you find out that you have had 17 people click on your search listing, you would have a click through rate of 1.22%. The formula for figuring out your CTR is # of clicks / impressions. Remember, a click through rate is the number of times someone clicked on your ad or seo listing to get to the website page that the ad or seo listing is pointing to. To find out what your CTR is, you have to do just a little bit of math. In a performance review meeting with your agency, you receive the spreadsheet that shows your red widget page ranking at #4 and it’s received 1,387 impressions! Wow! That seems like a huge number! Everyone in your meeting is wildly excited about the number of impressions that you’ve received for this page!īut, how many of the 1,387 people that have seen your listing have come to your red widget website page to learn more about the quality of your red widgets? When you’re just looking at impression data you have no way of knowing how many people went to your site to learn about your red widgets. You couldn’t be happier! People are finally going to see your listing. It’s been a while, but finally, your red widgets page is ranked #4 on the first page for the term “high quality red widgets”. The key phrase that you’ve been trying to rank this page for is “high quality red widgets” Here’s an example: let’s say that you’ve been working diligently on getting the page on your site that shows your red widgets, to show up on the first page of Google’s search engine. The problem with this metric is that without including the click through rate, you have no idea how well the ad performed, or didn’t. You’ll typically see a spreadsheet that has an ad identification number followed by the number of impressions (the number of times that the ad was seen) that the ad had. Why Click Through Rate Is ImportantĪll too often agencies will provide impression data for ads. That ratio is known as the click through rate or CTR for short. The click through rate definition, according to Google is a ratio that shows how often people who see your ad or your organic (SEO) listing and end up clicking on that ad or listing. To make sure that we are accurate in our definition of what a CTR is, let’s go right to the source, Google. Let’s begin by defining exactly what a click through rate is.
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