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Tuesday, May 18, 2010

Will CTR Matter for Organic Ranking on Google?

Tuesday, May 18, 2010

Google recently added one more feature in Webmaster to showcase clicks and impression of keywords for a website that appears on search result page (SERP). If you log onto Google webmaster, you’ll see a snapshot in dashboard, as shown in the screenshot below.

Google webmaster screenshot

To me, Google somewhere signals a quality website and content that the giant search engine prefers first when it comes to organic ranking. A similar approach Google undertook a few months back when it introduced ‘Site Performance’ measuring loading time of a web page. Now, Google officially confirmed this news and incorporated into ‘algo’ to milk the benefit purely on the ground of enhancing users’ experience. Google officially claims ‘users don’t feel good when a webpage takes time to load for opening.

Google webmaster blog reads ‘Faster sites create happy users and we've seen in our internal studies that when a site responds slowly, visitors spend less time there.’

However, CTR as one of the measures in ranking a website may be the next step Google will like to incorporate into their ranking algorithm though Google nowhere mentions this fact.

If this happens to be true, many SEO agencies that believe in content optimization by inserting key phrases in H1, H2, body, boiler point, title etc. might get a set back because CTR is a function of impression and clicks. If people click on a site but the content is not good, CTR will go down over a period of time. Once this happens, impressions will fall as well due to an ‘opportunity’ provided by Google to a trusted website that accounts for good CTR. What is good or bad CTR, the answer depends on how Google benchmarks an industry.

Until then, I wish a good luck to all SEO for a ‘wait n watch’.

 
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