Understanding Google Click-Through Rates (CTR) by Ranking Position in 2024
For SEO practitioners and digital marketers, understanding the click-through rates (CTR) for different search ranking positions is crucial. This insight helps in strategizing content and optimizing websites for better search engine performance.
Google’s search engine results pages (SERPs) present various elements such as organic results, ads, and local listings. Each of these elements attracts clicks differently based on their position on the SERP. Let’s explore the CTRs for these elements and how they can impact your SEO strategy.
What is the CTR for Organic Search Results?
Organic search results are the non-paid listings that appear on a Google SERP. The CTR for organic search results varies significantly by ranking position. According to studies, here are the average CTRs for the top ten organic search positions:
| Position | CTR |
|---|---|
| 1st Position | 39.8% |
| 2nd Position | 18.7% |
| 3rd Position | 10.2% |
| 4th Position | 7.2% |
| 5th Position | 5.1% |
| 6th Position | 4.4% |
| 7th Position | 3.0% |
| 8th Position | 2.1% |
| 9th Position | 1.9% |
| 10th Position | 1.6% |
What is the CTR for Paid Search Results?
Paid search results (ads) also appear on Google SERPs. These ads usually have lower CTRs compared to organic results. The average CTRs for paid search positions are:
| Ad Position | CTR |
|---|---|
| 1st Ad Position | 2.1% |
| 2nd Ad Position | 1.4% |
| 3rd Ad Position | 1.3% |
| 4th Ad Position | 1.2% |
What is the CTR for GMB Local Map Pack?
Google My Business (GMB) listings appear in the Local Map Pack, which shows local businesses relevant to the search query. The CTRs for the GMB Local Map Pack positions are:
| GMB Position | CTR |
|---|---|
| 1st GMB Position | 25.0% |
| 2nd GMB Position | 20.0% |
| 3rd GMB Position | 15.0% |
| 4th GMB Position | 10.0% |
| 5th GMB Position | 8.0% |
| 6th GMB Position | 6.0% |
| 7th GMB Position | 4.5% |
| 8th GMB Position | 3.0% |
| 9th GMB Position | 2.0% |
| 10th GMB Position | 1.5% |
What is the CTR for Featured Snippets?
Featured snippets are selected search results that appear above the top organic result. They provide a quick answer to the user’s query. The CTR for featured snippets is around 42.9%.
How to Optimize for Both Map Pack and First Page Rankings
To improve your visibility in the Map Pack and on the first page of Google, follow these strategies:
- Complete and Optimize Your GMB Profile: Ensure your GMB profile is fully completed with accurate information, relevant keywords, and regular updates.
- Consistent NAP Information: Maintain consistent business name, address, and phone number (NAP) information across all platforms.
- Gather and Manage Reviews: Encourage positive reviews on your GMB profile and respond to them professionally.
- Optimize Website for Local SEO: Use local keywords, create location-specific content, and implement structured data markup.
- Build Local Citations: List your business in local directories with consistent NAP information.
How to Integrate Content for Featured Snippets
To increase the chances of your content appearing as a featured snippet, consider the following:
- Identify Commonly Asked Questions: Use tools like Google Search Console and AnswerThePublic to find questions related to your business.
- Structure Content Appropriately: Provide clear, concise answers, use lists and tables, and optimize for SEO.
By following these strategies and utilizing the resources provided, you can effectively optimize your presence in the Google Map Pack, achieve higher organic search rankings, and secure featured snippets, ensuring maximum visibility and customer engagement for your business.
To learn more about how you can expand your local reach, organically, on the first page of Google, book a meeting with our team today!
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