Search Volume vs. CTR

[Motivators]

Is it better to optimize based on search volume or click through rate? For example:

If a keyword has a CTR of 19% and only 3,000 monthly searches, while another keyword that is relevant to that page has a CTR of 0.7% and 20,000 monthly searches, which keyword should that page be optimized for for better natural results and the bottom line?

[Thos003]

I agree with Egol. Conversion rate would be a deciding factor.

Current position and ease of improving that position would also be a factor. Cost of maintaining a position should also be considered.

If all things were equal and you are looking at pure traffic numbers...

Keyword A - 3,000 at 19% = 570

Keyword B - 20,000 at 7% = 1400

Go for Keyword B.

[EGOL]

I don't know where your data is coming from so it is difficult to give a reply in context.

So, let's assume that you have data from google webmaster tools.

Keyword A has CTR of 19% and 3000 monthly searches

Keyword B has CTR of 0.7% and 20,000 monthly searches

When I look at that data my conclusion is that KW A ranks highly - maybe in the top three... while KW B might be on the second page.

I would reoptimize the page a bit towards KW B if I thought that it would yield valuable traffic.

Always keep in mind that there is another step in the calculation... that if the 19% of people who click through KW A have a 0.1% conversion rate but the KW B people convert at 10% then that could alter any decision that you might have.