📘 This article explains how the Click Potential metric is calculated to estimate additional clicks you may receive if a page ranks in the top three positions in search engine results pages.
Overview
The Click Potential field in RealKeywords estimates the number of additional clicks you may receive if the selected combinations of pages+keyword+device+country+day rank in the top three positions in search engine results pages. For example, a page can rank well for some keywords but not others; a page can rank well for desktop but not mobile. To calculate click potential, we start with the average click-through ratio (CTR) of pages in good positions (1-3). We apply the estimated CTR to all combinations ranked higher than or equal to 4 and less than 11 to estimate the number of clicks for each combination, then subtract the number of clicks those combinations already get.
Visit the Content Performance Dashboard to see the click potential for your pages that optimizations can most impact.
Click Potential Example
The click potential calculation is illustrated in the following example of a website with three URLs (A, B, and C).
Step 1: We calculate the CTR of the pages in good positions (shown in green text below) by dividing the sum of their clicks by the sum of their impressions: 55/300 = 0.183.
URL | Keyword | Clicks | Impressions | Average Position |
A | X | 10 | 100 | 2 |
A | Y | 30 | 100 | 1 |
A | Z | 5 | 100 | 7 |
B | X | 10 | 80 | 8 |
C | Y | 15 | 100 | 2 |
Step 2: Applying this CTR to the pages that are in positions <=4, we calculate the total number of predicted clicks.
URL | Keyword | Clicks | Impressions | Average Position | Predicted Clicks |
A | Z | 5 | 100 | 7 | 100 * 0.183 = 18.3 |
B | X | 10 | 80 | 8 | 80 * 0.183 = 14.64 |
Step 3: We subtract the number of clicks these pages already get to compute the Click Potential.
URL | Keyword | Clicks | Impressions | Average Position | Click Potential |
A | Z | 5 | 100 | 7 | 18.3 - 5 = 13.3 |
B | X | 10 | 80 | 8 | 14.64 - 10 = 4.64 |
The above example excludes country and device for ease of explanation, but both are considered in the click potential calculation.
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