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Which is the richest result with the most clicks?

 


Not all of the rich results of Google SERP are created in the same way. At least for click-through rates, according to a new survey.

Milestone Research analyzed over 4.5 million queries and found that users clicked on rich results in 58% of the time, compared to 41% in non-rich results.

Perhaps it’s not a shock that users are more likely to click on rich search results compared to regular organic search results.

What’s striking about this survey is how much the click-through rate changes depending on the type of rich results.

Depending on the type of rich results, your CTR can jump to 87%.

This study compares branded and unbranded results and can increase clicks.

Here are some points from the survey that will help marketers get more clicks from organic search results.

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Google SERP Survey: Important Points

The average CTR for all rich, standard results on the first page is 49.5%.

This means that about half of all searches lead to clicks on organic search results.

The remaining 50.5% consists of no-click search, paid ad clicks, and voice search.

As mentioned earlier, the CTR for rich results is 58% above average and the CTR for non-rich results is 41% below average.

Rich results on branded keyboards tend to be slightly better with a 60% CTR.

Two rich results, AMP and FAQ, are analyzed in detail individually.

AMP = highest and lowest CTR

AMP is responsible for both the highest and lowest CTR included in the survey at the same time.

Non-rich AMP results have the highest number of clicks per 100 searches, with a CTR of 92%.

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On the other hand, the click rate of AMP articles is the lowest at only 15%.

The AMP article is a rich version of the AMP results. Therefore, it is much more useful to index AMP articles with standard results compared to the top story carousel.

FAQ = Best Performance Rich Results

The average CTR for FAQ-rich results, including branded and non-branded keywords, is 87%.

According to Milestone Research, this is the highest of the abundant result types surveyed.

If you remove the branded keywords from the equation, the FAQ-rich results will increase your CTR to 91%.

Video-rich results also work well

Research shows that video thumbnails appear in more than a quarter of search results.

Video rich results with branded and non-branded keywords have a CTR of 62%, making it one of the richest performance types.

In contrast to the rich results in the FAQ, if your query has branded keywords, your video will get more clicks on Google search.

Video-rich results with branded keywords have a CTR of 65%, while results without branded keywords have a CTR of 50%.

Milestone Research states that Google’s thumbnail carousel videos have been available from YouTube for more than half the time and are the most recommended platform for uploading videos.

In summary

An effective strategy for implementing structured data and getting rich results in the process can double the performance of organic search results.

FAQ For more information on how to implement structured data and general structured data, see the following resources:

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Download the full survey here.

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