SEO Click-Through-Rates by SERP Feature (2020 Sistrix Data) & SEO Projections Template

Paul VanHevel Paul VanHevel July 14, 2020 Category Search Engine Optimization (SEO)

Jump to CTR table: average of all SERPS | 10 organic results | sitelinks | featured snippet | Google Apps | Knowledge Panel | Google Shopping | Google Ads | Google Images | local results | Google News | recipes | videos

SEO technology company Sistrix published an article today called “Why (almost) everything you knew about Google CTR is no longer valid.” Their article contains brand new data from 80 million keywords and billions of mobile search results to measure organic (SEO) click-through-rates when a variety of common Google SERP features are displayed.

Because we use click-through-rate curves all the time to create keyword-based SEO projections, we wanted to lay out the data here in a way that’s easy to leverage using spreadsheets.

SEO Projections Template:

We have also used Sistrix’s new CTR data to create a downloadable spreadsheet you can use to build SEO projections by keyword. Simply add in your keywords to column B of any of the spreadsheets, based on the type of SERP feature you are looking to analyze. For example, if your keywords generate local results on page 1, you should use the “Local Results” tab.

Click here to make a copy of our downloadable SEO CTR projections template.

Below is Sistrix’s CTR data laid out in table format, so you can easily pull in the data to use for SEO projection modeling and more.

(Thanks to our SEO intern, Meaghan Shewbrooks, for helping document the data!)

Mobile Organic CTR: Average of All SERP Features

This is the average mobile CTR curve for all SERP features analyzed by Sistrix.

PositionCTR: PercentageCTR: Decimal
128.5%.285
215.7%.157
311%.11
48%.08
57.2%.072
65.1%.051
74%.04
83.2%.032
92.8%.028
102.5%.025

Mobile Organic CTR: 10 Organic Results

This is the average mobile CTR curve when only 10 organic results are displayed with no additional SERP features.

PositionCTR: PercentageCTR: Decimal
134.2%.342
217.1%.171
311.4%.114
48.1%.081
57.4%.074
65.1%.051
74.1%.041
83.3%.033
92.9%.029
102.6%.026

This is the average mobile CTR curve for when the #1 organic result contains sitelinks.

PositionCTR: PercentageCTR: Decimal
146.9%.469
214%.14
35.6%.056
44.3%.043
55.5%.055
63.2%.032
72.1%.021
81.7%.017
91.5%.015
101.5%.015

Mobile Organic CTR: Featured Snippet

This CTR curve represents the average mobile click-through-rates when featured snippets are displayed.

PositionCTR: PercentageCTR: Decimal
123.3%.233
220.5%.205
313.3%.133
48.7%.087
56.3%.063
64.7%.047
73.8%.038
83.1%.031
92.7%.027
102.3%.023

Mobile Organic CTR: Google Apps

This CTR curve represents average mobile click-through rates when Google Apps are displayed.

PositionCTR: PercentageCTR: Decimal
116.3%.163
216.7%.167
313.2%.132
48.3%.083
55.6%.056
64.4%.044
73.4%.034
82.8%.028
92.3%.023
102%.02

Mobile Organic CTR: Knowledge Panel

This is an average mobile CTR curve when the query generates a Knowledge Panel.

PositionPercentageDecimal
116.8%.168
213.2%.132
312.6%.126
49.5%.095
56.3%.063
64.8%.048
73.6%.036
83.2%.032
92.7%.027
102%.02

Mobile Organic CTR: Google Shopping

This is an average mobile CTR curve when Google Shopping results are displayed. This was the lowest CTR for position #1 identified in Sistrix’s data.

PositionPercentageDecimal
113.7%.137
28%.08
36.4%.064
45.2%.052
54.4%.044
63.6%.036
73.1%.031
82.6%.026
92.3%.023
102.1%.021

Mobile Organic CTR: Google Ads

This CTR curve represents mobile click-through-rates when Google Ads are displayed.

PositionCTR: PercentageCTR: Decimal
118.9%.189
28.8%.088
36.3%.063
45.1%.051
54.5%.045
63.5%.035
72.7%.027
82.3%.023
92%.02
101.8%.018

Mobile Organic CTR: Google Images

This is the average mobile click-through-rate curve when Google displays Google Images on the SERP.

PositionCTR: PercentageCTR: Decimal
118.5%.185
212.6%.126
39.1%.091
47.1%.071
56.1%.061
64.7%.047
73.9%.039
83.4%.034
92.9%.029
102.6%.026

Mobile Organic CTR: Local Results

This CTR curve represents mobile click-through-rates when local results (Google Maps) are displayed.

PositionCTR: PercentageCTR: Decimal
117.7%.177
214.2%.142
39.1%.091
46.7%.067
57.5%.075
64.9%.049
73.8%.038
83.1%.031
92.6%.026
102.2%.022

Mobile Organic CTR: Google News

This CTR curve represents mobile click-through-rates when Google News (Top Stories) are displayed in the SERP.

PositionCTR: PercentageCTR: Decimal
121%.21
214.2%.142
39.9%.099
47.8%.078
55.8%.058
64.6%.046
73.6%.036
82.7%.027
92.4%.024
102%.02

Mobile Organic CTR: Recipes

This CTR curve represents mobile click-through-rates when recipes are displayed in the SERP.

PositionCTR: PercentageCTR: Decimal
125.5%.255
216.8%.168
312%.12
49%.09
57.1%.071
65.7%.057
74.8%.048
84%.04
93.3%.033
102.8%.028

Mobile Organic CTR: Videos

This CTR curve represents mobile click-through-rates when videos are displayed in the SERP.

PositionCTR: PercentageCTR: Decimal
132.5%.325
216%.16
310.6%.106
47.8%.078
56.1%.061
64.7%.047
73.8%.038
83.2%.032
92.8%.028
102.4%.024

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