On October 1, we’re revamping our share of voice metrics with a curvy new click-through rate (CTR) model.

In STAT, share of voice is the amount of organic search engine visibility that a site “owns” for a given keyword set, and is calculated using CTR and search volume. You’ll find share of voice metrics in the Dashboard, Competitive Landscape, and (up-coming) SERP Features tabs.

Why update the default CTR model?

The CTR model that we currently use creates an abstract, linear measure of your share of voice — if you’re more visible on the SERP than your competitors, your share of voice will be higher.

Our new model will take this one step further and factor in the natural curve that click-throughs typically fall into on the SERP. This means that your share of voice metrics will better estimate earned clicks, as well as reflect a more accurate directional measure.

What effect will the new CTR model have?

If you’re using our current CTR model, you’ll notice a change in your share of voice metrics when we make the update on October 1. Historical data prior to the update will still use the old scores.

If you’ve customized your CTR model, your chosen click-through rates will remain in place. If your model adds to less than 100 percent, you’ll see a slight shift in your metrics as we will no longer be normalizing the rank scores.

What are the new CTR scores?

When calculating our new click-through rate model, we looked at various industry studies, CTRs, and best practices, and settled on one that we felt was most representative.

No two CTR models are the same, but the majority create a curve similar to the one you see above. In other words, we put our trust in the curve.

Here are our brand new click-through rates:

Need a hand staying ahead of the curve?

Want to chat more about click-through rates and share of voice? Interested in hanging onto the old model or switching from your customized model to the new one? Send an email along to clientsuccess@getSTAT.com and we’ll be in touch.

Cheers,
The STAT team