The foremost positions of the search engine result page arouse desires. A study from 2017 took the time to look at the link between click-throughs of top positions in Google and clicks in Adwords, or whether and how clickrats differed statistically for differently requested keywords …
Click volume, CTR & SERP position
In the 2017 study, 500 websites and their keywords were “mapped” over the period of one month (relative to the US market), i.e. there was a monitoring of the total 25,000 keywords related to the setting on websites. For this keyword, the average click rate was computed and compared to the position on the results page on Google SERP (Search Enginge Result Page). Thus, one got a current “CTR curve”, ie a curve, which represents the click through rate. In addition to this current click-rate distribution, however, another question was raised whose answers seem extremely interesting:
“Is there a CORRELATION between click rate and click price (AdWords)?”
“What about the relationship between search volumes and click-through rate?”
The curve of the click through rate (CTR)
It shows an enormous value of the first position, which unites just over 36 per cent of all clicks. Second place still makes up just 13%, place three still scarcely 10% off. Thus the first three hits in the SERP serve approx. 60% of the search volume.
The more expensive a keyword, the lower the CTR
An interesting question is the correlation between the SERP CTR and “value” of the Google AdWords keyword. The little surprising answer is that Google AdWords reduces click-through rates as Google’s clicks increase. Why is not that surprising? The obvious assumption here is that (and the first is hardly a guess) costly click rates on Google AdWords also mean that search engine optimization would cause the same high costs here to push the keyword up in the organic search traffic. As a result, the optimization is neglected and the focus is on other strategies, such as search engine advertising (SEA). Frequently, however, efforts are now being made to move the keywords forward in the SERPs. Optimizing link texts of the search results or description texts is also neglected.
The result: the hits appear to the seeker in the truest sense of the word less appealing.