Model how search result features divert clicks away from organic listings.
A large share of searches now end without any click, and ads plus result features take much of the remainder. The organic opportunity is therefore substantially smaller than raw search volume suggests. Keyword research based on volume alone overstates opportunity, sometimes by a factor of three once zero-click and feature diversion are accounted for.
SERP Click Through
Your clicks = volume × (1 − zero-click) × organic share × within-organic CTR
Your clicks = volume × (1 − zero-click) × organic share × within-organic CTR A large share of searches now end without any click, and ads plus result features take much of the remainder. The organic opportunity is therefore substantially smaller than raw search volume suggests.
Keyword research based on volume alone overstates opportunity, sometimes by a factor of three once zero-click and feature diversion are accounted for.
This calculator takes 5 inputs: Monthly search volume, Share of searches ending without a click, Share of clicks taken by ads, Share taken by other result features, Your organic position. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.