The Changing Face of SERPs : Organic Click Through Rate

As part of a series of research projects we are conducting on the Optify database and given recent changes to Google and Bing’s search engine results pages (SERPs), we designated an ambitious goal for ourselves - come up with a new Click-Through-Rate (CTR) curve. Previous CTR curves include the all-famous, 2006 AOL CTR curve, as well as other more recent attempts to provide updated curves. For our research, we used a small sample set of our database, constructed from organic keyword visits (Google US) from a variety of B2B and B2C websites for the month of December 2010.
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