You expect long-tail terms to have higher query intent, hence higher CTRs. That's true, actually. But why are long-tail keyword terms with high CTRs so much more likely to land in the top position compared to organic footer positions? It's a bit weird, isn't it? OK, let's do an analysis of paid search queries in the same niche. We use organic search to come up with ideas for paid search keywords and vice versa, so we search for the same keywords in many cases. Why You Need to Increase Organic CTRs | Search Engine Journal Advertising Continue reading below Long-tail terms in that same vertical get higher CTRs than leading terms. However, the difference between long-term CTR and long-term CTR is very small in positions 1-2, and becomes huge as you move to lower positions.
So, in summary, something fax list unusual is happening: In paid search, the long tail and lead terms do roughly the same CTR in high ad spots (1–2) and see huge differences in CTR for lower placements (3–7). But in organic search, long-tail and leading terms in points 1-2 have huge differences in CTR and very little difference when you go down the page. Why do the same keywords behave so differently in organic and paid mode? The difference (we think) is that pages with higher organic click-through rates enjoy higher search rankings. Advertising Continue reading below How to beat the expected organic search CTR CTR and ranking are co-dependent variables. There is obviously a relationship between the two, but what causes what? 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 differentiates between an observed organic search CTR minus the expected CTR, to determine if your page beats - or is beaten by - the average expected CTR for a given organic position. By just looking at how well a keyword beats or is beaten by the predicted CTR, you're essentially isolating the CTR and ranking to get a better picture of what's going on. Why You Need to Increase Organic CTRs | Search Engine Journal We've found that on average, if you beat the expected CTR, you're much more likely to rank for higher positions. If you fail to beat the expected CTR, you will have a higher chance of appearing in positions 6-10. Advertising Continue reading below So, based on our example of long-tail search terms for this niche, if a page: Beats the expected CTR for a given position by 20%, you are likely to appear in position.