The MOZ biannual survey is out!
It’s always the most interesting summary of where the world is at in terms of SEO (Search Engine Optimisation) — and that’s because it’s so utterly thorough. Its sampling technique (to pick 150 industry leading SEO experts and ask them what they think is important for SEO) is unparalleled and nobody even bothers to imitate it. By combining all the top thinkers on the subject, MOZ shows the big patterns of how SEO works and what we should all be doing to get our sites to perform well on search engines.
There is a huge amount of detail (and thankfully, a good summary) on the report here, but I wanted to briefly focus on one angle: the growth of CTR (clickthrough rates). Back in May of 2014, Rand Fishkin of Moz undertook an interesting experiment to see how Google search results could be improved by (in this case, falsely boosting) click-through rates from Google’s search results (read more here). Ultimately, it proved that click-throughs from the search engine were going to be of growing importance in search results.