seoClarity published a research study of 750 billion impressions and over 30 billion clicks, the largest CTR study ever. The massive research yields multiple insights into Google search CTR behavior that can benefit online marketing strategies today.
The data analysis, which is broken down by device, industry, country and seasonality, uncovers surprising details that may have otherwise gone unknown.
The top 5 search results positions on desktop averaged 17.16% clicks while on mobile it was less, an average of 15.54%.
What the data revealed, averaged across 17 billion keywords, is that searchers on desktop were more likely to click on the top five search results than those on mobile.
It’s not a giant leap between the two, but there is a difference.
Conversely, users on mobile were more likely to scroll down to click on the bottom of the search results, positions six through ten.
It’s a notable difference between the two.
The summed averages are:
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The pattern of regression for the top ten search positions, which means how much the CTR decreases between positions 1 through 10, is the same between desktop and mobile.
But the click patterns on the top three between mobile and desktop are very different.
“Although the pattern of regression is the same on both devices, it shows that (across a large dataset) ranking in the lower positions on…