Clicks, Long Clicks and CTR, and What These Mean for SEO

So clicks are a ranking factor - what should we do about that? 👇

Google had been consistently denying using organic click-through data as a ranking factor despite multiple SEO experiments that showed otherwise. 

This year, there have been a few documents revealed to prove that Google does indeed have multiple click-driven signals used in the algorithm. Here they are and how to adjust your SEO strategy accordingly:

1. Organic CTR

Since Google Search VP Pandu Nayak’s testimony at Google’s antitrust trial, we’ve known that Google has “Navboost” (also referred to as “Glue”, although from the testimony it looks like these are two different systems working together). This system memorizes user interactions (not just clicks but also scrolls, hovers, and swipes) with search results to understand which search results satisfy searchers better.

Navboost/Glue is also responsible for identifying which other search features (featured snippets, local packs, videos, PAA, etc.) should be included in organic search results. So we were not wrong when we used these sections to better understand search query intent.

Additionally, a PDF was made public that included “clicks” as one of the three most important ranking factors.

While we’ve always known that clicks are being used in the algorithm, it is also obvious that this ranking signal is highly limiting: It only exists pages that actually get organic clicks, so other fundamental factors (mainly content and of course backlinks) remain key for rankings.

2. Click data from Google Chrome

In May another search algorithm document was made public confirming the role of CTR for rankings. Here’s a detailed coverage of that document. Apart from organic interactions, this document also mentions that Google uses its Chrome browser users’ clicks. This is something Google has also been denying doing for many years.

In other words, whether your traffic is coming from search or any other sources, Google does have data on how people interact with your website.

3. “Long clicks”

SEO professionals have long been theorizing how click data may be a signal of higher-quality content. We’ve been talking about “pogo-sticking” and “dwell time” (the latter was confirmed as a ranking signal for Bing).

From the recent Google documentation, it is confirmed that that metric is referred to as “long clicks.”

Simply put, when a particular page keeps users longer than other ranking pages, this is considered a positive signal.

What does this all mean for an SEO strategy?

We don’t have access to Google’s data that includes and compares clicks to and interactions with different pages. But there are a few actionable takeaways from these insights:

• Again, Google knows more about user interactions with those pages that generate a good amount of organic traffic: Monitor and analyze those. You want to make sure these pages keep your users for some time and get them to do something on the page. Use usability tools, like heatmaps, to better understand and optimize your highest-traffic pages.

• If a page gets any sort of traffic (not just from organic search), monitor its impact carefully. I am sure you have already been trying to achieve better click-through from emails and ads. Now make it even a bigger priority because Google has access to this data from Google Chrome. For example, when building links, focus on links that generate relevant traffic (we can help). 

• Ensure page titles are optimized as they impact organic click-through. Review your important SERPs and search snippets on a regular basis. Use Chrome Incognito mode to check what your search snippets look like and if Google rewrites your titles. Look through your competitors’ snippets and adjust your strategy accordingly.

We’ve always been striving to build relevant traffic and meaningful interactions with our sites. These insights make both part of any SEO strategy.