Based on our CTR research, we account for the impact of SERP features on CTR while forecasting additional sessions. Once you choose the keywords, their target ranks, the forecast timeframe, and the progression speed, you can see the algorithm in action. Among other variables, our forecasting algorithm first considers the Organic-Only CTR curve and then, the percentage of clicks on organic results, to improve the precision of the forecast.
The Organic-Only CTR Curve
We have calculated the percentage of clicks that the organic links (for keywords without SERP Features) receive on each position, and we call this the Default Organic-Only CTR Curve. These values represent the curve calculated for the top 20 ranks, and is based on our CTR Research.
If the CTR curve is based on different research in your case, and your values are different from the default CTR Values, you can input custom ones. A custom CTR for each position would specify the percentage of clicks that the particular position would receive out of all the 100%, without any SERP features present. So, all these custom organic-only CTR values should sum up to 100%.
We segment the CTR values by device, so you can see and customize these values for both desktop and mobile.
The effect of SERP features for the keywords in the forecast are accounted for, by turning on the SERP Features Impact.
% of Clicks on Organic Results
This is a keyword-level metric that quantifies the impact of a unique mix of SERP Features on the CTR curve. You can also see it in the Rank Tracker, indicating the percentage of searches that end up clicking on organic results in the presence of a specific Top 10 SERP Features mix.
The algorithm makes the search volume (and hence, the estimation) more precise by accounting for the impact of SERP Features on CTR, alongside the CTR values (either our default values or the custom ones you input).
CTR Values in Forecast
We first determine the CTR for the target rank of each keyword (from the Organic-Only CTR curve).
Next, we determine the difference between the Initial CTR and the target CTR for each month.
We then use these values along with the % Clicks on Organic Results metric to calculate the clicks that each keyword would get in the presence of the unique mix of SERP Features.
Next, we calculate the estimated additional sessions for each group, and finally, the total estimated additional sessions that would be generated throughout the entire forecast.
In conclusion, our CTR research enables you to accurately measure the impact of SERP features on CTR and incorporate this data into your forecast.
Considering the % of Clicks on organic results, among other variables that influence organic traffic, gets you precise and reliable estimates for additional sessions. With keyword-level calculations and segmentation by device, you get valuable insights for your SEO goals which help you optimize your strategies accordingly.