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Study shows search terms with the very worst (and best) clickthrough rates

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Not all searches are created equal … when it comes to clickthrough rate (CTR) that is. A new study from Seige Media uncovers the top 42 keyword terms along with their average CTRs. This exercise examined the top 50 keyword “stems” to find what terms helped spur clicks and, more importantly, what terms didn’t.
A variety of these terms with the worst clickthrough rates are geared towards knowledge graph answers like “translation”,  “population,’ ‘definition’ (which happen to be the number 1, 2 & 3 least clicked terms across the board). This is to to be expected for many of these terms as Google is trying to specifically answer questions directly.
Other searches with low CTR included terms appear to fulfill the need for information in direction/review form. Terms like ‘restaurants’ (46.20% CTR) and other local terms such as ‘flowers’ (64.37%) saw clickthrough rates on the lower side. One term on this list that was surprising was “How To,” as queries with this term only saw a 52.89% CTR.
Other terms appear to leave searchers unsatisfied with just one click. Terms like ‘recipes,’ ‘coupons’ and even ‘jokes’ saw repeat clicks in the search engine results pages before finding and answer.
This data was derived from the average searches and average clicks data found in Ahref’s Keyword Explorer tool. The data was averaged out over the top 50 terms and clustered up into these various keyword stems.
To see the full list of terms and average clickthrough rates head on over to Siege Media.

About The Author

Greg Finn is the Director of Marketing for Cypress North, a company that provides world-class social media and search marketing services and web & application development. He has been in the Internet marketing industry for 10+ years and specializes in Digital Marketing. You can also find Greg on Twitter (@gregfinn) or LinkedIn.

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