Is There a Connection Between CTR and Rankings?

Among the hundreds of factors that determine where a page sits in the search engine results page (SERPs), click-through rate has become a hot topic in recent months. Ongoing debates over the priority of this ranking signal range from barely important to very important; though with search engines focussing primarily on end user experience, it makes sense that click-through rate (CTR) has the power to influence the ranking of a page.

The Study

Studies have been carried out using unique IP addresses, different query strings and a random number of requests – which all resulted in landing on the watched page in question, which was already at page 1 position 10 – over a period of 7 days. Using a rank tracking tool and recording the position of every URL on the first page, the collective data showed that:

  • The clicked URL improved its ranking from the 10th position to the 3rd position after 7 days
  • It maintained an average rank of position 4/5
  • Rankings fluctuated quite significantly, even in that short period of time

So what can we learn from this? Well it certainly appears that in the short term, a high volume of clicks seems to boost a page’s rankings up the SERPs. However it is unclear how long this ‘effect’ will last if click rates drop again – or if this could even result in the page ranking lower than before.

Using Online Marketing to Improve CTR

Naturally increasing a page’s CTR is the most effective way to ensure it gains and maintains traction. Achieving this requires a mixed bag of online marketing, generally including SEO and social media presence/marketing - two of the most utilised methods to drive traffic to your site. At MonkeyFish Marketing we are passionate about improving our clients’ conversion rates and overall ROI and it’s safe to say we have a few tricks up our sleeves when it comes to improving the CTR of a page. If you’d like to know more about how MonkeyFish Marketing can boost your business online, book a free website health check or call our online marketing team on 01282 504730.

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