Google’s click-through rates (CTRs) experienced notable changes across industries and search categories in Q3, according to a report from Advanced Web Ranking.
This report compares Q3 data to the previous quarter. It shows how CTRs can vary and what that means for website traffic.
Key Findings:
Branded searches on mobile saw a 1.07 percentage point increase in CTR for top-ranked sites
Informational queries (containing words like “what,” “when,” “how”) gained 1.63 percentage points on mobile
Commercial queries declined across devices, with mobile dropping 3.51 percentage points
Short keyword searches (1-3 words) showed improved CTR on mobile devices
Industry Winners & Losers
To assess traffic impact, the report looked at changes in CTR alongside search demand trends for different industries.
When both CTR and demand grow at the same time, it signals likely traffic gains. However, if both decrease, it may indicate potential losses.
The Science sector bounced back after two quarters of falling CTR.
The top results saw an increase of 2.48 percentage points (pp) on desktop and 4.16 pp on mobile. Impressions also went up by 33.78%.
The Law, Government & Politics sector had the biggest drop in single-position CTR, with desktop websites ranked second, falling by 9.74 pp. Still, overall demand grew by 32.74%.
After a year of stable CTRs, the Shopping sector experienced a recovery in Q3. The top position increased by 2.30 pp on desktop and 1.94 pp on mobile, with a demand rise of 21.09%.
Other industries with notable CTR increases include: