Measure the CTR of a specific page

Measuring the CTR of a particular page will tell you what percentage of impressions on that page end up generating a click.

To do this:

Click on the ” Pages ” tab in the table at the bottom of the page.

Remember that this is an average.

This means that your average CTR will be affected by the average position of all the queries that page ranks for.

And your site’s pages can rank for dozens or hundreds of keywords.

You may rank well for a small number of keywords. But you could also rank relatively poorly for many more, which could lower your average.

Measure the CTR of a specific page and search query

The most actionable CTR metric you special database can analyze is the click-through rate for a specific page and a specific keyword or query.

For example, how does your landing page “blueberry pie recipes” perform for the query “blueberry pie”?

This will give you the most reliable measure of your performance on that subject.

To determine this CTR:

Start by clicking on the URL of the page you are analyzing in the table.

This will apply a filter to the data. Now, you will only see metrics related to that specific page.

Now, click on the “ Public ” tab.

GSC will now provide you with data on how that particular page is performing for the queries listed in the table. Simply find the query you want to analyze and review the CTR column to see how it is performing.

You can use this number to identify potential problems or optimization opportunities.

Use benchmark data to find out if you have a relatively high or low CTR based on your ranking.

Next, follow the action steps in the How to Improve Organic CTR section to improve.

What is a good organic CTR?

There is no universal reference for what constitutes a “good” or “bad” organic CTR.

Your CTR will largely depend on what perhaps due to professional deformation other pages and SERP features (e.g. featured snippets) appear in the search results.

But you can use benchmark data to compare your performance.

Your page’s ranking position will have a huge impact on the number of clicks you receive.

Backlinko studied over 4 million Google search results to understand organic CTR benchmarks.

The study includes organic CTR data from 1,312,881 pages and 12,166,560 search queries across multiple Google Search Console accounts.

These are the results of the pages that appear on the first page of Google:

Image source: Medium

The first organic result in Google’s SERP has an average CTR of 27.6%.

Position two has a CTR of 15.8%.

And so on.

So what is a good CTR?

Any value equal to or greater than these benchmarks would indicate that your page is outperforming the average.

Whenever you analyze your own performance, be sure to take average position into account when deciding whether your CTR is “good” or “bad.”

Factors that influence organic CTR

Organic CTR is highly contextual, and many factors influence it:

1. SERP Position: In many cases, the biggest factor influencing your organic CTR is the position your page occupies. The top three positions get the most clicks and have a higher CTR than pages in position #4 and below.
2. Search intent: The type of query can affect CTR. For example, informational queries (e.g., “how to make a cake”) may have a different CTR than transactional queries (e.g., “buy chocolate cake online”).
3. SERP Features: Some SERPs contain featured snippets, map packs, and other features that can dramatically change the CTR of other organic results. They can also skew the distribution of pages that receive clicks.
4. Rich snippets: Some links in the SERPs will contain additional information, such as ratings or sitelinks. This can improve the CTR of those links and decrease the CTR of other results.
5. Brand Recognition: Established brands or websites with strong domain authority may naturally have a higher CTR due to recognition and trust.
6. Industry or niche: Different sectors have different average CTRs
7. Mobile vs. Desktop Searches: The device used by the user can influence CTR. Mobile searches may have a different CTR pattern than their desktop counterparts.
8. Title and Meta Description: Compelling page titles and meta descriptions can influence a user’s decision to click on your link (more on this later in the post).

As you can see, some factors are external and others are directly related to your website and your SEO efforts.

For example, your company’s size or usa lists history, your advertising efforts, and your social media presence can all influence brand recognition.

On the other hand, page titles and meta descriptions are part of the SEO field. And you can directly influence their effect on organic CTR.