CTR only increased for three keywords overall (by 3%, 4%, and 37%). For everyone else, the CTR went down. The biggest change was a drop in CTR of -79%. It is important to note that I did not select keywords to fit a story. Jordan Phone Number List These are the top 24 keywords I found that our rankings hadn't changed significantly in two years. How has organic impression volume changed? Impressions for this set of keywords increased overall (by 63%). However, due to declining CTR, Jordan Phone Number List we were unable to leverage most of these impressions to drive growth. Clicks only increased by 21% over the same period. google organic impression share Shame. How do snippets affect CTR? google organic ctr with code snippet Of the 24 keywords, there were 17 queries for which we have the featured snippet.
For these keywords, there was an average position change of 0% and a median CTR change of -39%. This means that even with the coveted Featured Snippet, Jordan Phone Number List the organic CTR for a #1 ranking is lower in 2017 than in 2015. And it's not because we're competing with more ads - 16 of those keywords have no ads on the SERP. ctr for keywords without featured snippet For keywords without snippets (6 out of 24), the median change in CTR was only -32%. This suggests that the Jordan Phone Number List featured snippet is actually associated with a decrease in CTR (?!) This would make sense for simple question-type keywords that can be answered directly on the SERP, such as "how tall was Abraham Lincoln", "when is the Super Bowl", etc. See also the recent kerfuffle on Celebrity Net
Worth – a website that has taken a big hit due to Google snippets, making it largely pointless to click through to find out what a celebrity is worth. snippet controversy That's why I think it's so important to answer COMPLEX questions if you want to generate value from featured snippets. Jordan Phone Number List But most of the keywords I looked at weren't simple questions at all, or framed as questions. So there's actually no reason to assume that people were looking for a quick answer. Jordan Phone Number List For example, two of the keywords were "great marketing ideas" and "keyword strategy". For me, it is quite clear that the intention of these is relatively deep.