Organic Click Through Rate: Things to Know!

Organic CTR

The CTR or Click Through Rate is the rate at which your PPC ads are clicked and viewed by customers. The higher the CTR of a PPC ad, the higher are the chances of it being viewed by the users and even higher are the chances of direct traffic


It is difficult to define a good CTR, the only reason being that it is dependent on many different factors. Some of which are:

  • Your industry/field
  • The types of keywords you’ve been depending on
  • Campaigns within a PPC account


Organic CTR does not only determine the relevance of your ad for the consumers, but also affects your ad ranking significantly

The top most position on Google goes to the advertiser with the highest ad ranking, this is where CTR’s role is vital. If you’ve been running a lot of ads with low organic CTR, then Google will assume that your new ads will also have low CTR, thus, affecting your ad ranking


Quality score evaluates an advertiser’s relevance as per the keywords used. The more relevant the ads and keywords are to the user, the more likely that the Quality Scores will be higher. A good organic CTR will help you in increasing the quality scores as well

To evaluate the role of good CTR in ad ranking and improve it a lot of research and surveys have been done. A few key points collaborated from all have been listed down as the following:

  • The #1 organic search result in Google has a CTR of 7%
  • The #1 organic result gets 10 times more clicked than a page in #10 spot
  • Organic CTR for #7-10 spot is actually the same. Hence, moving up a few spots on the bottom of the first page may not result in more organic traffic
  • Moving up 1 spot in the search results increases CTR by 30.8%. However, this depends on where you’re moving from and to. Moving from position #3 to #2 usually results in a CTR boost. However, moving from #10 #9 doesn’t make a statistically significant difference
  • Meta title tags that usually ask a question have a 14.1% higher CTR compared to those pages that don’t have a question in their title
  • Ideally, title tags between 15 to 40 characters have the highest CTR. According to our data, pages with title tags between 15 and 40 characters have an 8.6% higher CTR compared to those that are outside of that range
  • URLs with keywords have a 45% higher organic CTR compared to URLs that don’t have a keyword. Since your page’s URL shows up in the SERPs, its recommended as a search engine optimization analysis to add keywords in the URLs
  • Adding “Power Words” to your title tag decreases CTR by 13.9%. some examples of these words would be:
    • Secret
    • Powerful
    • Perfect
    • Ultimate
    • Amazing
    • Best

Although power words would be great to grab attention, they may look like baits in Google’s search results

  • Emotional titles improve organic CTR by 7% approximately. Negative and positive titles work equally well in increasing the CTR. Positive titles have an increased CTR of 7.4% and negative ones have 7.2% higher CTR
  • Meta descriptions for your pages are responsible for boosting CTR. These can get 5.8% more clicks. Google insists on pages having good and unique meta titles and descriptions
  • Titles with question show a 14.1% higher CTR compared to those without questions. This is true because questions are basically queries that people look forward to get answered. The more answers they get, the higher Google’s search results get ranked

So, next time you look for search engine optimization solutions, get in touch with professional SEO agencies for integrated SEO services. Remember the role of CTR and how you could improve it further for higher ad ranking

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