SEO CTR Trends: 10M Results in 3 Years!

We analyzed 10 million search results over the last 3 years to see what’s changing with organic click-through rates. Here’s what we learned. Click-through rates have fallen 2.83% in the last 3 years. If you used to put the year in your title tag it used to help increase click-through rates, but it doesn’t provide much of a difference anymore. The number 1 spot on Google used to get 25.91% of the clicks. The number 1 listing now gets 27.13% of the clicks. Position 2 now gets a higher percentage of clicks compared to before. Position 2 used to be at 15.32% and now it is at 16.98%. 3 years ago, the click-through rates for positions 8 through 10 were roughly the same. That still holds true today. URLs that contain the same term people searched for still have roughly a 39.25% higher click-through rate. People still prefer positive titles over negative ones. Positive titles had a higher click-through by 4.22% 3 years ago and they currently have a higher click-through rate by 3.87%. People don’t care if your title tag is a question or a statement. The click-through rates are roughly the same. Whether click-through rates are going up or down, keep in mind Google has continually driven more traffic to websites each year than the previous year. In other words, more people use Google to perform searches, which benefits companies and marketers.
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