As soon as we started this Site, we realized something interesting:

  • With few Impressions we received some Clicks although our Average Positions were terrible but, as our Rankings improved, we needed more Impressions in order to receive that same amount of Clicks.

What was going on?


Why our Impressions increased but our Clicks received decreased?

Today, we’ll explain you why, using our real results.


In case you don’t know, in this section we talk about How we are building this Website: our SEO strategy, Theme and Plugins we use, our Real Results (Pageviews and Users we have)…


This Post will be then divided into 3 Parts:

1. Why your Impressions increase while your Clicks and CTR decrease?

2. How people search – A mathematical model

  • A simple model developed by Consuunt that predicts your CTR depending on your Rankings.

3. Today’s Google Analytics report with users and pageviews we currently have.


Let’s start:

1. Why your Impressions increase while your Clicks and CTR decrease?

For explaining you why this happen we’ll use our “Product Mix” page as example (we have used it as example several times since it is our best Page so far).

  • Moreover, we’ll analyze the evolution of a “successful” publication; Its Impressions, CTR, Average positions and Clicks received.


First, we’ll see how Pages and Posts evolve and then we’ll answer the question:

  • Why their CTR decrease when their Impressions increase?
  • Why the CTR doesn’t increase gradually as the Ranking improve?


Let’s begin:

High CTR with few Impressions in recent publications


It took us just 15 Impressions to receive our first Click (technically our second).

With this numbers, as you can see:

  • CTR was 6.7%.
  • Average position was: 52. – Google’s 6th page.

Sometimes you need much more impressions before receiving your first Click. This is not a static number, obviously.


In a “successful” publication is quite common to receive some Clicks with few impressions during its first weeks.


As your ranking improves, your Impressions increase and your Clicks decrease


Then, we observed that as our Average positions improved and our Impressions increased, our Clicks decreased (reducing, of course the CTR).

Our “Product Mix” page experienced an unusual Ranking increase so here we have used other Page as reference; Our “Meta SEO Inspector” review.


Why this happens?

  • Basically, people was not Clicking our Content.

We observed that, a CTR of 0.5% is very common for Rankings between 20 and 30 (on average, of course).

  • We’ll now explain you why.


Impressions, CTR and Clicks received in Google’s first page


When your publications reach Google’s first page, they start experiencing a much better and stable CTR.

These results are again from our Product Mix Page.


According to our experience, an average Google’s first page publication’s CTR is around 2 – 2.5%.


However, this 2% CTR (on average, of course) doesn’t mean that some days, you don’t experience very low CTR if you received lots of impressions and few Clicks.


But, why all of this happens?

Why the CTR starts very high, then decreases and finally stabilizes?


Why the CTR doesn’t increase gradually as your Average position (or ranking) improves?


It is due to human behavior and the quality of both your Meta and Title descriptions.


Think about it:

If you look for something and you get to the fifth (or higher) page in Google, you are looking for something… desperately.

  • If your Page or Post has a “better than average” Title (and/or Meta) description, your publication will be the chosen one.


However, as soon as your publication increases its Average position (or Ranking) more users see but don’t click on it… Why?


We all usually take a look at the second and third pages of Google, just to see, when we already have one useful result in our pocket but want to see what else is out there.

  • That is why your CTR decreases when your Ranking improves, because more people see your Content, but they are not really looking for a result.


2. How people search – A mathematical model

We have used our real data (from different pages) in order to establish the relation between CTR and Ranking.


Relation between CTR and Ranking – Mathematical model

  • X axis: Average position/10.
  • Y axis: CTR (Click through ratio: Clicks/Impressions).

To be used for X (Average position/10) between [0, 5].


Results you could expect from a relatively “successful” publication


When you start receiving your first Clicks (the very first ones):

  • Average position = 50 or higher – Google’s 5th – 6th or higher page (the higher, the worse).
  • CTR: 5%. The CTR is high because people that were “desperate” about finding a result found a  page described (Title and Meta) better than average: your page.
    • In this model, we are assuming you have a better-than average Title and Meta descriptions.


When your Average position reaches Google’s second – third pages (10 to 20s):

  • Average position = 20 – Google’s second/ third pages.
  • CTR: 0.5%. The CTR is so reduced because lot of users just eye these results.


When your Average position reaches Google’s first page (0 to 10):

  • Average position = 10 or lower – Google’s first page approx.
  • CTR: 2 – 2.5%. This is the average CTR of a successful page (we are not including the first result, since we don’t have any Page showing as Google’s first result yet).


As we mentioned before, this is just an approximation in order you to understand that behavior we explained.


Then, are Title and Meta descriptions the most important things?


No. Of course not.

  • We analyzed our best and worst pages’ Title and Meta descriptions in our “5 months special” Post, concluding that, they are not that important. Content makes the difference.


They are important in those initial stages, when your Ranking positions are poor.

  • As soon as you receive your first users, Google will assess your Page according to their interaction.


If your page is useful and full of good content, be sure that Google will improve its Ranking.


Title and Meta descriptions help in receiving your first users.

  • If your content is useless, be sure it will never reach Google’s first page.


3. Today’s Google Analytics report with users and pageviews we currently have.


Our results have been improving although from those 378 users you see at the Post’s top picture, 52 were generated by Google’s “PageSpeed Insights” (that generated 2 users each time we used it)

  • Real weekly users: 326.

We have been improving our Site’s speed and, as soon as we have the results, we’ll share what we have done with you.



These last 2 days have been a bit “weak” and that 115 pageviews day, includes 52 “artificially generated” pageviews due to our research previously mentioned.

This week will be very interesting.

  • We can’t wait to see if our results maintain their good trend.


Thanks for being there!

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