Google’s Statement on CTR Controversy Only Promotes Skepticism

Last week, we wrote about the ongoing controversy over whether click-through-rate (CTR) impacts rankings, and how we thought adaptive search concepts dissolved the dispute. Since that post aired, though, Google has made a statement that raises eyebrows, seeds more doubt, and says so much because it says so very, very little. The Controversy: Does CTR Impact Rankings? First, a refresher on what we’re talking about. When you run a query on Google and then click on one of the links on the search engine results page (SERP), you create data: You clicked on one of the links, at the expense of the others. This alters the click-through-rate (CTR) of all of the thousands of results there were for the query – the one you clicked on went up, while the CTR of all of the other pages went down. The debate is whether Google uses that data for subsequent searches by improving the rankings of the pages that have especially strong CTRs for given searches, and demoting those that have…

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