Study finds snippets don’t really impact the overall CTR

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 06, 2020, 5:25 PM UTC

Perficient Digital’s report analysed the impact of Google SERP features by studying around 250 million SERPs over a period of 30 days.

This piece states that though CTR for queries in featured snippets was slightly higher, it wasn’t consistent as some snippets answered the users’ questions without clicks. In the aggregate, the study found that featured snippets had a negligible impact on CTR.

The article also states that traditional CTR models are “largely meaningless” as they don’t distinguish CTR behaviour from branded queries to non-branded queries. While the percentage of organic clicks remained close with 55.5% with ads and 61% without ads, the percentage of no-click results declined significantly on the desktop when ads were present.

Based on the report findings, the article recommends brands to optimise for and rank in SERP features like Local Pack and snippets. Marketers should also create content that addresses the “long tail of search.”

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