Click-through rates (commonly known as CTRs) have long been seen as one of the most critical metrics in SEO, but recent data from SparkToro has shown that, as other metrics gain in relevance, CTRs continue to decline worldwide. The data shows that CTRs fare relatively well overall: CTRs from SERPs has fallen from 66.9% in 2016 to 63.6% in 2018 in the UK and EU. However, the mobile drop has been sharp: in the UK and EU, organic CTRs have fallen from 45% of search engine results pages (SERPs) to 36%. In the US, the decline is worse still, from 40.1% to 29.7% The reason mobile is thought to be pa ..read more