Higher Ed SEO Benchmarks in context of SEO CTR from AWR

TL;DR: Carnegie Higher Ed SEO Benchmarks (2024) reveal insights for higher education websites, setting a median CTR at 2.7% and emphasizing the importance of non-branded keyword optimization.

Compared with Advanced Web Ranking’s broader data showing 27.6% CTR for top organic results, it’s clear that higher ed has unique challenges in search visibility.

Factor in AI overviews and ad-heavy SERPs, and the playbook for SEO success is changing. Focus on smarter content strategies and adaptive approaches to stay ahead.

Higher Ed SEO Benchmarks 2024: What Carnegie, AWR, and AI Mean for Marketers

Search engine results pages (SERPs) are in flux, and higher education institutions need to adapt fast. Carnegie’s 2024 SEO Benchmarks offer a tailored lens on performance metrics, while Advanced Web Ranking (AWR) provides industry-wide CTR data to benchmark against. Together, they highlight the shifting ground under organic search strategies—and why AI and ad proliferation can no longer be ignored.

Comparative Analysis: Carnegie’s SEO Insights vs. AWR’s CTR Data

• Higher Ed CTRs in Context: Carnegie’s report sets a 2.7% median CTR for higher education organic traffic, a sector-specific baseline. Meanwhile, AWR’s data shows a top-result CTR of 27.6% across industries, illustrating how much harder it is for higher ed to compete effectively in SERPs.

• Branded vs. Non-Branded Dynamics: According to Carnegie, 87% of impressions come from non-branded queries, but these only drive 43% of clicks. AWR’s data reinforces the need to optimize for branded queries, which consistently convert at higher CTRs. The key for higher ed? Bridging this gap by crafting engaging, intent-driven content for non-branded searches.

AI Overviews and Ad Saturation: Game-Changing SERP Factors

• AI Overviews Redefine Click Potential: Google’s AI-generated summaries are now appearing prominently on SERPs, potentially cannibalizing organic traffic by answering user queries directly within the search page. For higher ed, this underscores the need to create content that complements AI summaries rather than competing against them.

• The Ad Challenge: Ads continue to dominate SERPs, pushing organic results below the fold. Carnegie’s benchmarks emphasize organic performance, but the sheer volume of ads means marketers must rethink how to maintain visibility—either by doubling down on organic rankings or blending SEO with smart ad strategies.

Strategic Priorities for Higher Ed Marketers

1. Elevate Non-Branded Keyword Content: With non-branded terms driving most impressions but underperforming on clicks, prioritize these queries with well-researched, high-value content that stands out amidst fierce competition.

1. Adapt for AI-Driven SERPs: As AI overviews evolve, focus on crafting content that aligns with and enriches the snippets users see, ensuring your institution remains part of the conversation.

1. Counteract Ad Saturation: Ads aren’t going anywhere, so use them to complement your organic efforts. Balance strategic ad placements with a relentless focus on improving your organic rankings to reclaim lost visibility.

Final Thoughts

Carnegie’s higher ed benchmarks offer vital clarity for a sector grappling with unique SEO hurdles, while AWR’s broader CTR data shows what’s possible with top-ranking content. Add AI summaries and ad-filled SERPs into the mix, and the lesson for marketers is clear: adaptability and strategic foresight are no longer optional. Stay sharp, stay informed, and above all, stay ready for what’s next in SEO.

Reference Links:

• https://highereducationseo.com/higher-ed-seo-benchmarks-2024/
• https://highereducationmarketinginstitute.com/2024/12/carnegie-higher-ed-seo-benchmarks-2024/
• https://www.advancedwebranking.com/free-seo-tools/google-organic-ctr
• https://www.searchinfluence.com/blog/google-ads-2023/
• https://www.carnegiehighered.com/wp-content/uploads/2024/10/Carnegie_2024_Higher-Ed-SEO-Benchmarks-Report.pdf