Automotive: +2.95 pp desktop, +1.40 pp mobile (#1)
Business: +1.52 pp mobile (#1)
Education: +2.53 pp mobile (#1)
Family & Parenting: +2.42 pp desktop, +2.39 pp mobile (#1)
On the losing end, Arts & Entertainment saw desktop CTRs sink 6.56 pp and 1.42 pp for positions one and two and a 4.12 pp mobile slide for the top spot. Impressions also dipped -1.54%.
Key Takeaways
Mobile is crucial, especially in Personal Finance, where mobile CTRs are 34%. Focus on mobile-friendly designs and keep content short.
Users prefer informational content over commercial pages, so prioritize educational material while maintaining clear sales pages.
Different industries require different strategies:
Science and Automotive sectors are growing; add more content here.
Arts and Entertainment need improved audience engagement.
Personal Finance has good CTRs but lower search volume; be ready for traffic drops.
Branded searches perform well on mobile, so focus on building your brand. Track your CTR metrics against industry standards and adjust as trends change.
Looking Ahead
The findings suggest that websites should closely monitor their CTR metrics against industry benchmarks, as rankings alone don’t tell the complete traffic story.
SERP layout variations for different keywords can impact click-through rates as well.
The next report covering Q4 will offer year-end comparisons and trend analysis.
Featured Image: Ratana21/Shutterstock