A website's organic click-through rate (CTR) on search engines is one of the best ways to measure user engagement, according to a recent Slingshot SEO study.
The company decided to measure CTR on Bing - two weeks after it conducted a similar study on Google - to better understand CTR behavior and quantify return on investment from local SEO campaigns.
Researchers examined the CTR for positions 1 through 10 on Bing compared to similar positions on Google's search engine results page.
It was found that the top spot on Bing had a 9.66 percent CTR, compared to 18.20 percent on Google. The No. 2 spot yielded a 5.51 percent CTR, less than Google's 10.05 percent. Total average first page CTR on Bing was just over 26 percent, exactly half of Google's 52 percent.
Search Engine Watch suggests the wide margin could be due to more Bing users clicking on related searches that aren't organic, such as sidebar links, Page 2, paid result tabs, images, videos or shopping. Bing's typical demographic is also older and predominantly female, meaning they may be more likely to use Bing to find Google, only because it's their default search engine.