Click-through rate (CTR) patterns are shifting once again, and this time branded desktop searches, commercial queries, and search lengths are revealing critical insights. Advanced Web Ranking’s Q3 2025 data offers a closer look at how user behavior is evolving across search results—and what that means for your SEO strategy.

Are Branded Desktop Clicks Losing Steam at the Top?

One of the clearest signals this quarter comes from branded searches on desktop devices. Traditionally, owning the top spot on a brand-related query guaranteed the lion’s share of clicks. That’s beginning to change. Position 1 dropped 1.52 percentage points in CTR, while positions 2 through 6 gained a combined 8.71 points.

This suggests users are scanning further down the page before clicking, possibly to compare site links, check business reviews, or find alternative contact options. If you’re monitoring branded keywords, now’s the time to ensure all your site listings, directories, and local results are consistent and compelling.

Are Commercial and Local Queries Becoming More Competitive?

Commercial intent searches—like those that include “buy,” “price,” or “near me”—also took a hit at the top. On desktop, positions 1 and 2 dropped a combined 4.20 points. For local queries, position 1 saw a decline of 2.52 points on desktop and 2.13 on mobile.

These are typically SERPs crowded with shopping carousels, map packs, and AI-generated results. The presence of rich SERP features is diluting organic visibility, making it harder for top-ranking pages to command the same clickshare they once did. It’s a signal to marketers: strong rankings alone may no longer guarantee high traffic.

What Role Does Query Length Play in CTR Performance?

The length of a user’s search query also influenced how often they clicked on top results. Two- and three-word searches on desktop showed CTR declines at position 1 (down 1.22 and 1.24 points respectively).

However, queries with four or more words held steady. This suggests users searching with more specificity are still rewarding top results with clicks. On mobile, one-word queries gained some traction, showing a small bump in CTR at the top.

Marketers focusing on long-tail keywords and answering highly specific questions may continue to benefit from steady CTR performance despite SERP changes.

Which Industries Were Hit Hardest—or Gained the Most?

AWR analyzed CTR shifts across 18 industries. Here’s a snapshot of movement among the top performers:

• Arts & Entertainment: Steepest decline, with position 1 on desktop down 5.13 points.
• Travel: Strongest gain, with position 2 on desktop up 2.46 points.
• Shopping: Position 1 dropped 2.10 points, but positions 2 and 3 gained a combined 2.83 points.

The trend here is fragmentation. Some verticals are seeing the top spot lose its edge, while others are watching click activity distribute across more top-of-page listings. It’s another reminder to diversify presence beyond just position 1—especially in categories being reshaped by rich results and AI Overviews.

What Should You Do With This Data?

If your rankings haven’t moved but your traffic is down, CTR shifts may be the reason. Understanding where users are clicking—and where they’re not—can help you diagnose traffic changes and adjust accordingly.

Start by:

• Reviewing CTR trends in Google Search Console by device, query type, and position.
• Tracking branded queries to ensure visibility across multiple result types.
• Prioritizing longer-tail keywords and refining content to match deeper search intent.
• Monitoring local and commercial terms for SERP competition and feature creep.
• Enhancing your listings’ appearance (meta titles, descriptions, schema) to compete for clicks, even below the fold.

Looking Ahead

Quarter over quarter, the battle for SERP visibility is becoming more nuanced. Rich results, generative search, and evolving user behavior are changing what it means to be “number one.”

Whether you’re a brand, publisher, or local business, keeping an eye on CTR trends will help you stay proactive, not reactive, in an AI-influenced search landscape.