SEO CTR stats to inform your 2022 SEO strategy [SERP trends] (2023)

Keyword research data reveals the SEO CTR rewards for top of SERP rankings in Google. Inform your SEO marketing strategy with the latest trends

You often hear company owners saying “I want to rank top” for their target keywords. Although this may be an unrealistic hope, they’re right to say this since they realize that claiming the top position in the SERP (Search Engine Results Page) drives up your SEO click-through rate CTR like nothing else.

2022 data from demonstrates that ranking #1 generates a typical CTR of 39.6%. That's more than double the CTR for 2nd position, 18.4%, and nearly 4x the CTR for 3rd position, 10.1%.

Savvy marketers understand that establishing a strong organic ranking for your content runs rings around CTRs for paid ads! So, if you're not already, 2021 is the right time to invest in your organic marketing strategy.

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SERP layouts Vs Safeguarding your organic clickthrough rates

We've all noticed the changing layouts seamlessly integrating into our search journeys. with zero-click searches are becoming increasingly common mobile. But what does this mean for our organic reach in 2022? It seems that, for search engine marketers, 'search volume alone isn’t the decisive figure' anymore.

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In fact, snippets and panels in 'position zero' take up valuable real estate on the SERP, often at the cost of organic entries beneath. In the chart below, by Sistrix, we can see that when a SERP includes a featured snippet, the SEO CTR for position one drops by an average of 5.3%.

SEO CTR stats to inform your 2022 SEO strategy [SERP trends] (3)

If you are currently defending a top-ranked organic keyword, or would like to increase your reach, why not check to see if there is a featured snippet in the SERP? And while you're at it, why not find out how to win SERP features for your site too?

SEO CTR stats to inform your 2022 SEO strategy [SERP trends] (4)

Purely organic keyword strategy

That's not to say that purely organic results aren't still your bread and butter. In fact, even in the midst of all these user-friendly innovations, it is still the case that 'the more you work into the long-tail, the greater the proportion of purely organic SERPs'.

Any SEO worth their salt will tell you it's long-tail keyword territory where you can make the biggest incremental gains - we shall be looking into the numbers that still back up this theory in 2022 later in the blog.

So, for your reference (and reassurance), here is the handy table which Sixtrix has produced demonstrating the SEO CTR for a purely organic SERP in blue against the average (across many different formats of SERP).

SEO CTR stats to inform your 2022 SEO strategy [SERP trends] (5)

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Keyword SEO CTR uplift - average rankings by SERP position

Depending on your resources, there may be keywords where realistically you aren't competing for the top spot and it's good to acknowledge that - particularly for the more generic terms where competition can get quite fierce.

In this case, studying average clickthrough rates by SERP position is useful since you can estimate uplift in visits with improved visibility rankings. Using the query data from Google Search Console and Search Console Insights, will enable you to perform a gap analysis for which keywords to improve in SEO. This exercise will help you prioritize a mammoth task and can also be handy to justify time and resources dedicated to keyword uplift.

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This spreadsheet will show you how to create a comprehensive target keyword report and review performance to identify new SEO and content marketing strategies.

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The best open source for this data today is the Advanced Web Ranking organic CTR research which we share here, so you can check out the different CTR analysis it gives.

This data is from US traffic on all devices in December 2021. We will look at 3 examples of how CTR varies by position depending on different searcher intent.

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1. SEO CTR for brand vs non-branded keyword intent

It's well known that clickthrough rates for branded or navigational keywords are higher - the blue curve shows this well. Here branded CTRs are selected by AWR when part of the string in the domain name appears in the search indicating a brand name.

This first chart depicts organic CTRs for branded vs non-branded keywords on all devices, globally.

The red, non-branded curve shows a steady decline in organic CTRs down the SERP. Generally, non-branded terms will have more competition with paid ads, which show up first on the SERP, which explains the lower organic CTR for non-branded.

The chart clearly shows the value of being in the top 3 keywords, with organic CTRs at 26% and 36% in the first position decreasing to 9% in the third position. In the lower positions of 11 onwards, CTR has fallen to a paltry sub 1%.

Marketers who have a search term that is monopolized by a particular device may also want to check for device-specific trends.

2. SEO CTR for generic vs long-tail terms

Generic searches for products are typically 1 or 2 words. Long-tail terms are 4 or more. This chart shows a similar pattern of decline to above, but, after the top spot, a higher level of CTR for more keywords.

In highly coveted SERP positions 2-5, the (4 word) long-tail SEO technique outranks generic (1 word) search by 3 to 6%. Typically this will be because long-tail searches occur further down the sales funnel so users are more discerning at this stage.

Plus, there is less competition (organic and paid) as searches get more niche. So, when considering the ever-evolving SERP layout features, SEOs in 2022 must recognize the benefit of targeting long-tail keywords from their gap analysis.

3. SEO CTR variation based on intent type

We see a similar decline here, but with slight variations according to intent type. For example, comparing brandeed and research intent, we can see the higher CTR of any intent in the first position for branded searches, whereas researchers seem to favour the 2nd position.

Moreover, commercially minded marketers understand that for targeting those with transactional intent - the best plan is to get your keyword in the top position and keep it there.

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4. SEO CTR based on SERP features

We see a similar decline here, but the overiding trend is that SERPS with more features result in a lower CTR for the top organic ranks.

With this knowledge, mareters may want to shift the priorities of their keyword targeting activities, or adjust their content strategy to compete for for video/featured snippets/people also ask features.

Understanding and applying the latest SEO CTRs in your marketing strategy empowers marketers and managers to review and optimize their paid, owned, and earnt media strategies.

Whatever your focus, we've got resources to help your plan your marketing activities. If you haven't already, why not get started as a Free Member with our free digital marketing plan template?

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Our popular marketing planning template is structured across the Smart Insights RACE Framework. Join Smart Insights as a Free Member to download our digital marketing plan template today

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(Video) 2022 Trends in Content Marketing: Expert Discussion


What are the SEO trends for 2022? ›

Here are 10 SEO trends that we have seen dominating so far in 2022:
  • Core Web Vitals. MORE FROMFORBES ADVISOR. ...
  • 2. ' People Also Ask' ...
  • EAT. As search engine algorithms evolve, so does the quality of content. ...
  • High-Quality Backlinks. ...
  • Video. ...
  • AI Content. ...
  • Long-Form Content. ...
  • Schema Markup.
5 May 2022

What is a good CTR for SERP? ›

A good CTR for organic searches is anything above 3%.

This means that out of 100 people who see a website's page in the SERPs, 3 people will click on it. Keep in mind that CTR can vary depending on a business's industry and what products or services they sell.

What is the best SEO strategy in 2022? ›

From quality content to user experience, below are five strategies to start exploring now.
  • Create quality content. ...
  • Leverage ethical link-building practices. ...
  • Optimize all images. ...
  • Improve the user experience. ...
  • Repurpose your content.
21 Jan 2022

How are you structuring your SEO strategy in 2022? ›

SEO Content Strategy
  • Make a list of topics.
  • Make a list of long-tail keywords based on these topics.
  • Build pages for each topic.
  • Set up a blog.
  • Create a consistent blogging schedule.
  • Create a link-building plan.
  • Compress media files before uploading them to your site.
  • Stay up-to-date on SEO news and best practices.
15 Feb 2022

What is SERP in SEO? ›

Search Engine Results Page (SERP) The page that a search engine returns after a user submits a search query. In addition to organic search results, search engine results pages (SERPs) usually include paid search and pay-per-click (PPC) ads.

What are the latest SEO trends? ›

The top SEO trends of 2022
  • Core Web Vitals.
  • People also ask.
  • Keyword clustering.
  • AI-generated content.
  • Content optimization software.
  • Rich snippets.
  • Long-form content.
  • Good ol' boring SEO.
25 Jan 2022


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