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2014 
GOOGLE ORGANIC CTR STUDY
GOOD OLD 
DAYS 
# 1 
# 2
THEN 
THIS 
HAPPENED 
# 1 
# 2
THEN 
THERE 
WERE ADS 
# 1
TEXT WAS 
NOT 
ENOUGH 
# 1
LOCAL 
RESULTS 
# 1
INSTANT 
ANSWERS
MORE 
INSTANT 
ANSWERS
THE RULES 
HAVE 
CHANGED
of SERPs have just 10 blue links 
(no news, local, videos, 17% images, knowledge graph, paid inclusion) 
83% of SERPs have...
THE CTR STUDY
465.000 
KEYWORDS 
5.000 
WEBSITES 
LARGE DATA SET
CTR FOR DESKTOP SEARCHES
ORGANIC CTR DISTRIBUTION 
31.24% 
14.04% 
9.85% 
6.97% 
5.50% 
3.73% 3.99% 
67.6% 
1 to 5 
3.73% 
6 to 10
ORGANIC CTR DISTRIBUTION 
31.24% 
14.04% 
9.85% 
6.97% 
5.50% 
3.73% 3.99% 
71.33% 
1st Page 
3.99% 
2nd Page 
1.60% 
3rd ...
DESKTOP VS MOBILE
HOW ADS AFFECT CTR
ADS VS. ORGANIC RESULTS
LOCATION OF ADS
NUMBER OF ADS
BRANDED 
vs. 
UNBRANDED
BRANDED vs. UNBRANDED
SEARCH INTENT
SEARCH INTENT
TYPES OF SEARCH INTENT
LONG TAIL
CTR FOR LONG TAIL
CTR FOR LONG TAIL IN US
Traffic = Search Volume * CTR
http://advancedwebranking.com/ctrstudy/
Thank you! 
http://bit.ly/ctrstudy2014 
philip@caphyon.com • @philippetrescu
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Google Organic CTR Study 2014

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This study was presented by Philip Petrescu from Caphyon at SMX East 2014. It shows how the click-through rates for organic listings on Google are affected by different features that appear in the SERPs in 2014.

You can download this study in PDF format from:

http://www.advancedwebranking.com/google-ctr-study-2014.html

Google Organic CTR Study 2014

  1. 1. 2014 GOOGLE ORGANIC CTR STUDY
  2. 2. GOOD OLD DAYS # 1 # 2
  3. 3. THEN THIS HAPPENED # 1 # 2
  4. 4. THEN THERE WERE ADS # 1
  5. 5. TEXT WAS NOT ENOUGH # 1
  6. 6. LOCAL RESULTS # 1
  7. 7. INSTANT ANSWERS
  8. 8. MORE INSTANT ANSWERS
  9. 9. THE RULES HAVE CHANGED
  10. 10. of SERPs have just 10 blue links (no news, local, videos, 17% images, knowledge graph, paid inclusion) 83% of SERPs have some kind of rich information THE REALITY IN 2014
  11. 11. THE CTR STUDY
  12. 12. 465.000 KEYWORDS 5.000 WEBSITES LARGE DATA SET
  13. 13. CTR FOR DESKTOP SEARCHES
  14. 14. ORGANIC CTR DISTRIBUTION 31.24% 14.04% 9.85% 6.97% 5.50% 3.73% 3.99% 67.6% 1 to 5 3.73% 6 to 10
  15. 15. ORGANIC CTR DISTRIBUTION 31.24% 14.04% 9.85% 6.97% 5.50% 3.73% 3.99% 71.33% 1st Page 3.99% 2nd Page 1.60% 3rd Page
  16. 16. DESKTOP VS MOBILE
  17. 17. HOW ADS AFFECT CTR
  18. 18. ADS VS. ORGANIC RESULTS
  19. 19. LOCATION OF ADS
  20. 20. NUMBER OF ADS
  21. 21. BRANDED vs. UNBRANDED
  22. 22. BRANDED vs. UNBRANDED
  23. 23. SEARCH INTENT
  24. 24. SEARCH INTENT
  25. 25. TYPES OF SEARCH INTENT
  26. 26. LONG TAIL
  27. 27. CTR FOR LONG TAIL
  28. 28. CTR FOR LONG TAIL IN US
  29. 29. Traffic = Search Volume * CTR
  30. 30. http://advancedwebranking.com/ctrstudy/
  31. 31. Thank you! http://bit.ly/ctrstudy2014 philip@caphyon.com • @philippetrescu
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This study was presented by Philip Petrescu from Caphyon at SMX East 2014. It shows how the click-through rates for organic listings on Google are affected by different features that appear in the SERPs in 2014. You can download this study in PDF format from: http://www.advancedwebranking.com/google-ctr-study-2014.html

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