There’s obviously a relationship between the two

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We use organic search to come up with paid search keyword ideas and vice versa, so we’re looking at the same keywords in many cases. position vs google click through rate Long-tail terms in this same vertical get higher CTRs than head terms. However, the difference between long-tail and head term CTR is very small in positions 1–2, and becomes huge as you go out to lower positions. So in summary, something unusual is happening: In paid search, long-tail and head terms do roughly the same CTR in high ad spots (1–2) and see huge differences in CTR for lower spots (3–7).

But in organic search, the long-tail and head terms in spots 1–2 have Greece WhatsApp Number Data huge differences in CTR and very little difference as you go down the page. Why are the same keywords behaving so differently in organic versus paid? The difference (we think) is that pages with higher organic click-through rates are getting a search ranking boost. How to Beat the Expected Organic Search CTR CTR and ranking are codependent variables.  but which is causing what? In order to get to the bottom of this “chicken versus egg” situation, we’re going to have to do a bit more analysis.





The following graph takes the difference between an observed organic search CTR minus the expected CTR, to figure out if your page is beating — or being beaten by — the expected average CTR for a given organic position. By only looking at the extent by which a keyword beats or is beaten by the predicted CTR, you are essentially isolating the natural relationship between CTR and ranking in order to get a better picture of what’s going on.