Ranking is of critical importance for a website. If you were to think about the competing sites that will come up online when a search is made, you will surely feel that the probability of your site ranking well is not quite that high. However you need to ensure that you rank well because the higher the ranking, the higher the SERP CTR is going to be. The click-through rate is going to be higher because generally people will simply click on the top results, rather than scroll down. It is evident that there is a correlation between click-through rates and the ranking position one manages to get on Google, and there have been various studies that have proven this.
SERP CTR (Search Engine Result Page – Click Through Rate)
One cannot delve into the technicalities of how Google decides to rank a page in any particular position. We all know the importance of SEO, and that there are various things to be seen to in order to improve the rank. Google organic search results have however evolved considerably over the years and one cannot pinpoint a single reason. One thing is for sure – there have been numerous studies that have attempted to ascertain what matters and what works well for Google rank and SERP CTR. And if one were to check what the results indicated, there is clear evidence that they do affect one another.
For instance, online searches are often made with a search intent. The more specific, or of a commercial nature the search intent is, the higher the chances that the searcher will click on top results. Google also seems to be getting increasingly better at ascertaining the search intent.
Increase your SERP CTR on Google
Another point worth noting is when a search is generic rather than one that specifies a particular brand. When a branded search is made, generally the first result that is given is almost always that of the brand’s site and most likely not give any heed to subsequent results beneath it. On the other hand if a generic search is made, the user will generally make a brand selection from the results that are provided.
Mobile searches also come into play nowadays when considering how much mobile traffic has grown. As one manages to see fewer results on the smaller screen, evidently one is more likely to click on the top results.
Google SERP CTR
Also, according to studies, people tend to attribute the first results with the possibility that they have a higher reliability or relevance. As a result the SERP CTR for the first results, especially on mobile devices, is evidently better.
When considering all this, it goes without saying that organic traffic, which is the best kind of traffic a page can possibly get, seems to be directly and positively linked with higher ranking and it is correlated with SERP CTR. Studies evaluated the ranking of keywords, how many people click on a site, and how many of these end up reaching the site from an organic search.
SERP CTR conclusion
So in conclusion the better your SERP CTR, the better off you are going to be. Nowadays it is a must to be on the first page if you want to get positive and tangible results from your online presence. SERP CTR is not just important, but critical, for ranking in this day and age.