What affects the Search CTR? Meta descriptions and brands on pole

What are the users looking for among Google’s search results and in what way do these results reflect search intent? These are the two questions used as base for a study carried out in the United States by Ignite Visibility, that allows us to acquire interesting info on the factors influencing the click through rate of the results ranking on Google, confirming the importance of some evergreen elements and offering useful food for thoughts.

What do we need to attract a click from the SERP

Extremely summing it up, the analysis of the american company (from which on-page images are drawn) reveals that the main alluring factor for users still is the page’s meta description, indicated by the 62.9% of people; in second place we find the name of the brand, influencing the 24.2% of users, while another 13% chooses because intrigued or convinced by the title.