In a world where smartphone and tablet users are in the majority, ranking in positions 1 – 3 is even more essential than previously thought. Because the ‘click through rate’ is much higher on smartphones for these positions, and you will see a natural rise in traffic to your website over time as more people migrate to mobile devices.
With the rise of smartphone users, click curves have become a less accurate way of forecasting. This is due to click curves have been based on CTR from desktop-based searches. Now most traffic coming from mobile devices, they display different SERP formats due to their smaller screen.
However, BrightEdge have crunched the numbers to develop the first publicly available click curves for mobile devices. This is based on exact match keywords.
In a world where smartphone and tablet users are of the majority, for a website to rank in position 1-3 is even more essential now. This is due to CTR being higher on smartphones for these positions, and if you are ranked in the top 3 with relevant keywords, there will be a natural rise in traffic to your website in time as more people are moving onto mobile devices.
The drop-off in CTR for smartphone devices is usually those outside the top 10 positions. For desktop and mobiles, CTR drops by around 50% between positions under 10. For smartphones it is over 60% drop off rate. So it is clear, is your domain isn’t on page one for mobile searches, your website is not going anywhere.
Whilst device fragmentation adds an extra layer of complexity to the forecasting, it is beneficial to understand the different variety of CTR that occurs on the market today in each device. It also helps to show that good SEO is going to become more important and beneficial as the world that we live in is definitely moving towards a mobile web one.
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