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SERP Click Through Calculator

Model how search result features divert clicks away from organic listings.

About SERP Click Through Calculator

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.

Formula

SERP Click Through

Your clicks = volume × (1 − zero-click) × organic share × within-organic CTR

zero-click searches
Queries answered on the results page without any click
organic share
Clicks remaining after ads and result features take their portion

Worked example

With the default values below, SERP Click Through Calculator returns Your Estimated Clicks of 2,794. Change any input above and every figure here is recalculated in your browser.

Inputs used

Monthly search volumeminimum 0
30,000
Share of searches ending without a clickaccepts 0–100 %
42 %
Share of clicks taken by adsaccepts 0–100 %
12 %
Share taken by other result featuresaccepts 0–100 %
15 %
Your organic positionaccepts 1–20
2

Results

Your Estimated Clicks
2,794
Organic Clicks Available
12,702
Clicks Lost to Ads and Features
4,698
Your Effective Click-Through Rate
9.3148%
Organic Share of Total Searches
42.34%

Step by step

  1. 1Values used
  2. 2SERP Click Through
  3. 3Your Estimated Clicks= 2,794
  4. 4Organic Clicks Available= 12,702
  5. 5Clicks Lost to Ads and Features= 4,698
  6. 6Your Effective Click-Through Rate= 9.3148
  7. 7Organic Share of Total Searches= 42.34

Assumptions and limits

  • The result is derived only from the 5 inputs listed above. Anything not among them is not part of the calculation.
  • In particular, this calculator does not take inflation, tax, fees or charges or compounding frequency into account.
  • Figures are rounded for display to 4 decimal places, so totals built from several rounded parts can differ slightly from the unrounded arithmetic.

How these calculators are built and tested is described on the Methodology page. If a figure looks wrong, please report it.

Frequently Asked Questions

How is SERP Click Through calculated?

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.

Why does SERP Click Through matter?

Keyword research based on volume alone overstates opportunity, sometimes by a factor of three once zero-click and feature diversion are accounted for.

What values do I need to enter?

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.

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