2021 CTR

Research Study

750+ Billion Impressions | 30+ Billion Clicks | 17+ Billion Keywords

By Mitul Gandhi, Chief Architect & Co-Founder of seoClarity

© Copyright 2021 seoClarity. All rights reserved.

 Key Takeaways:

About this The largest CTR study ever

Report Analysis of 750+ billion impressions

and 30+ billion clicks across 17+
billion unique keywords

CTR trends and benchmarks

segmented across country, device
type, seasonality, and industry.

© Copyright 2021 seoClarity. All rights reserved.

Why Another CTR Study?
OUTDATED
RESEARCH
The SERP landscape is
always evolving and has an
effect on organic results'
visibility and associated CTR.
LARGE DATA SET DIFFERENT
AVAILABLE BREAKDOWN
Previous studies suffered No other study offers a
from selection bias and presentation of data by
skewed results. A larger data seasonality, geography, or
set allows for statistical industry.
confidence.
© Copyright 2021 seoClarity. All rights reserved.
CTR BY DEVICE TYPE

Desktop
Desktop users are more likely to click
top-ranked listings than mobile users.

Unlike previous studies, our data showcases the steady click-

through rate regression as users move down the SERPs, from
position 1 at 8.17% down to position 10 at a much lower 0.44%.

© Copyright 2021 seoClarity. All rights reserved.

CTR BY DEVICE TYPE

Mobile
The click-through rate for position 1
decreases from 8.17% on desktop to
6.74% on mobile devices.
However, for every position from 3 through to position 10, the
click-through rates from mobile devices are all higher than on
desktop.

© Copyright 2021 seoClarity. All rights reserved.

 CTR:
Desktop &
Mobile
Ranking in the lower positions on page 1 is
actually better for your organic traffic on mobile
than it is on desktop!

Presumably, the familiarity of scrolling on mobile

devices plays a part in organic CTRs.

© Copyright 2021 seoClarity. All rights reserved.

CTR By
Country

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CTR BY COUNTRY

United States
Out of the 5 countries analyzed, the US
has the lowest click-through rates both for
the Top 10 search results and the Top 20.

The positions with the lowest click-through rates are between

positions 13 to 15, which are all below 0.5%.

© Copyright 2021 seoClarity. All rights reserved.

CTR BY COUNTRY

United Kingdom

Searchers are more likely to click through

on every position at a higher rate than in
the US, from position 1-20.

Only 43% of UK searchers find a page to visit by the end of page

2 of Google search results.

© Copyright 2021 seoClarity. All rights reserved.

CTR BY COUNTRY

India
The top 3 search results dominate in
India.
Of all countries, India has the highest CTR for position 1 in the
SERPs - generating 14.88% of the clicks. Positions 2 and 3 also
generate more traffic than all other countries analyzed, accounting
for 8.22% and 4.79% respectively.

The regression in click-through rates is faster in India than all

other countries, too.

© Copyright 2021 seoClarity. All rights reserved.

CTR BY COUNTRY

Japan
Nearly half of all searches in Japan result
in a page 1 click - more than any country
analyzed.
The Top 10 organic listings in Japan overall generate the most
traffic of all countries, with 42.06% of users clicking on a result.

By the end of page 2, 61.47% of users have found a search result

to explore. This means the top 20 listings in the Japanese search
results generate 83.6% more traffic than they do in the US.

© Copyright 2021 seoClarity. All rights reserved.

CTR BY COUNTRY

Canada
For people searching in Canada, position
1 is king and nearly double traffic of
position 2.
Page 2 of the SERP is also quite fruitful for users in Canada, the
second page of the search results lead to 57% more people finding
a page to browse when compared to the US.

© Copyright 2021 seoClarity. All rights reserved.

CTR By Seasonality
WHEN CTR IS
HIGHEST
Across all industries, July -
September is the time to rank
to achieve the highest CTRs.
WHEN CTR IS ACCESS THE
LOWEST FULL REPORT!
May and December are the Gain immediate access to
months with the lowest CTR. insights on how seasonality
impacts CTR across mobile
and desktop on the Resources
Page at the end of this deck.
© Copyright 2021 seoClarity. All rights reserved.
 Apparel & Fashion Jobs & Education

CTR By Preview included here!

Beauty & Personal Care Real Estate

Industry Business & Industrial Retail & Ecommerce

Preview included here!
We've included a preview of three industry
reports. Consumer Electronics Sports & Fitness

Gain access to the full industry CTR data Finance Travel & Tourism
on the Resources Page to forecast increased Preview included here!
visibility for low-hanging fruit terms,
Health Vehicles & Automotive
predict more accurate ROI, benchmark
industry CTRs for comparison, and so
much more! Home & Garden

© Copyright 2021 seoClarity. All rights reserved.

CTR BY INDUSTRY

Apparel &
Fashion
In ‘fashion’, you achieve a higher CTR
on desktop than you
do on mobile.

© Copyright 2021 seoClarity. All rights reserved.

CTR BY INDUSTRY

Retail &
Ecommerce
For search marketers operating in the
retail and ecommerce
space, mobile is by and away the most
important device from
an organic perspective.

© Copyright 2021 seoClarity. All rights reserved.

CTR BY INDUSTRY

Travel & Tourism

9 out of 10 positions in the top 10 have
higher CTRs on
mobile compared to desktop within
‘travel & tourism’.

© Copyright 2021 seoClarity. All rights reserved.

 seoClarity collects Google Clickstream Data daily with access to 200
terabytes of data going back 2 years.

For the 'Desktop vs Mobile CTR’ and ‘CTR by Industry’ reports, we

limited our date range to a 30-day period. This reflects the most current
PPC landscape and avoids any seasonal impact on the CTR model.

Methodology &
The ‘CTR by Seasonality’ and ‘CTR by Country’ reports took place
Caveats over a 12-month period spanning July 2020 to June 2021.

Top 10 and Top 20 CTRs were calculated by summing the average

CTR in each position across the 17 billion keywords in our dataset.

No clicks on an organic result doesn't equal zero-click searches: there

are paid ad clicks and refinement clicks as examples of non-organic
clicks.

© Copyright 2021 seoClarity. All rights reserved.

 Download the Full 2021 CTR Report HERE.

8 Ways to Improve Organic Click-Through Rate

Resources
13 Ways to Use CTR Data for Your SEO Campaigns
Curious about CTR? We've got you
covered.
How to Find Your True CTR in SEO (And What to Do
Use these resources to learn more, With It)
strategize further, and calculate
impact for your industry or business. Calculate Your CTR: Worksheet

CTR Growth Calculator

© Copyright 2021 seoClarity. All rights reserved.