In “Performance > Search results,” click “+ New” to add a filter. Then select “Search appearance.” Next, choose which snippets to compare, such as “FAQ” and “How-to” rich snippets.
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Google’s Search Console is one of the most helpful search-engine-optimization tools. Moreover, Search Console provides data straight from the source: Google.
Using Search Console
Having identified search queries with a low CTR, search Google using that term for a possible fix. For example, if the top result provides too conclusive an answer, consider rewriting your page to alter the snippet.
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Here’s another example. The top position below has a click-through rate of about 5% — very low. Potential fixes include:
1. Find search snippets with a high click-through rate. When it comes to organic clicks, there’s historically one fundamental rule: The higher the rank, the more clicks.
- The top position tends to receive a 20% – 30% click-through rate,
- The second position typical has a 10% – 18% CTR,
- Position three usually is less than 15%.
But be careful with broad conclusions. Confirm the comparison by actually searching on Google. The report does not include pages with both types of snippets — either one or the other. Thus the findings are limited but still useful.
Again, the top position once had a higher CTR. This is no longer a certainty, especially with the rise of Google’s featured snippets — brief excerpts from a web page that answer a query without having to click to the page.
Those results could indicate the audience responds to How-to rich snippets, and thus other pages should be optimized accordingly.
Filter in to show positions two through five. Then sort results by the highest CTR.
Any listing that exceeds those percentages deserves attention. Filter to show positions two through five. Then sort results by the highest CTR. Determine the cause of the high CTR and replicate it on other URLs.
Optimizing for organic search is challenging in part because the algorithm evolves. Nonetheless, publishers control some aspects, such as the appearance of snippets. Google’s Search Console provides loads of info to evaluate performance for informed decisions.
In the “Performance > Search results” section, filter to show only the top, number-one position.
How-to rich snippets have a higher CTR (0.8%) despite a lower average position (8.7).
How-to rich snippets have a higher CTR (0.8%) despite a lower average position (8.7).
Here are three ways to use Search Console to generate more clicks from your organic listings.
But Google’s organic results are changing, becoming more visual and even interactive. Thus sometimes a page may rank, say, in the third position and receive more clicks than the second. The key is understanding the search snippets that attract higher-than-normal clicks. Search Console is the only tool to provide that data.
Select which snippets to compare, such as “FAQ rich results” and “How-to rich results.”
After filtering for the top position, sort the results to show the queries with the lowest CTR.
2. Identify search snippets with a low CTR. Similarly, find search snippets with a below-average CTR. Then try to improve.
Informed Decisions
Hence the top organic listing, traditionally the result of work and investment, will not necessarily drive traffic to a site.
