Why is our CTR going down?

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chrisdlpz

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I work with a very niched ecom company doing high 6-figures ARR.

I started shifting our articles and content to focus on other relevant keywords with more volume.

Impressions are increasing exponentially. CTR is slowly going down though.

P.S. I've been banging out education/information focused articles.
 
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probably the AI serves the answers to google users outright, so they have no reasons to click on your links anymore. This is common thing going on nowadays with this garbage AI, especially for info keywords
 
Bro, you didn't break anything. When you shift from hyper-niche keywords to high-volume educational ones, your CTR naturally tanks because you're trading high-intent buyers for casual browsers who just want a quick answer. Plus, these broad terms are magnets for snippets and AI overviews, meaning you get hit with the impression even if they read the answer on Google and never click. Just segment your Search Console to make sure your core money pages are still pulling clicks, and start aggressively internal linking these new high-volume articles to funnel that traffic to your products.
 
That sounds like a solid move on the content expansion side, especially if impressions are scaling up that fast. The CTR drop is pretty normal when you start hitting broader, higher-volume keywords, so it’s more about tightening intent alignment than anything else.
 
That’s usually a good sign...broader keyword coverage often brings lower-intent impressions first. If the educational content keeps compounding, CTR can recover as topical authority strengthens.
 
This is a completely normal and expected pattern when shifting from niche terms to high-volume informational keywords.
You are trading highly targeted, high-intent traffic for broad audience reach. Your impressions are skyrocketing because the search volume is massive, but your CTR is dropping because informational searchers are often just browsing, not looking to buy your specific niche product immediately.
 
chrisdlpz said:
I work with a very niched ecom company doing high 6-figures ARR.

I started shifting our articles and content to focus on other relevant keywords with more volume.

Impressions are increasing exponentially. CTR is slowly going down though.

P.S. I've been banging out education/information focused articles.
Click to expand...
CTR usually drops when titles or meta descriptions aren’t standing out anymore.sometimes rankings stay the same but competitors improve their snippets and attract more clicks..refreshing headlines and matching search intent better can help improve it....
 
That’s pretty normal honestly. When impressions grow fast, CTR often drops because Google starts testing your pages across broader queries and lower positions
If the traffic is still relevant, I’d focus more on:
  • average position
  • conversions/leads
  • engagement quality
Educational content is great for reach and topical authority, but you’ll usually need some stronger commercial-intent pages too if you want better conversion-driven SEO results
 
As you are targeting high volume educational keywords, your site is flooded with impressions from researchers who aren't ready to buy yet, which naturally drops your CTR. Google also steals clicks by showing your content directly on the search page, while testing your articles for hundreds of minor keywords.

To maintain this, strategically link these blog posts to your main product pages to pass authority. Finally, rewrite your headlines to hook user curiosity and use email opt-ins to capture these researchers before they leave
 
chrisdlpz said:
I work with a very niched ecom company doing high 6-figures ARR.

I started shifting our articles and content to focus on other relevant keywords with more volume.

Impressions are increasing exponentially. CTR is slowly going down though.

P.S. I've been banging out education/information focused articles.
Click to expand...
I think that usually happens when you start targeting broader or higher-volume keywords. Impressions go up because Google is showing your pages to more people, but not all of them are as targeted, so CTR naturally drops a bit. Titles and meta descriptions probably become even more important at that stage.
 
Looks normal bro. Since you moved into bigger informational keywords impressions increase fast but many users just browse and don't click Try stronger titles better meta descriptions and mix some buyer intent keywords with the educational content
 
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