Although sources like Moz put a great deal of stock in click through rates as metric impacting placement in search engine results, there is new research, and thus new controversy, over whether they have any impact whatsoever. Writing in Search Engine Land, Jayson DeMers argues that there is little reason to stress the metric as a ranking factor: There is extensive groundwork for the idea of CTR influencing organic search rankings.
Getting companies’ names to show up higher in search engine results is the field of the lucrative business known as search engine optimization, or SEO. There’s a range of SEO practices, from “white hat” ones that are endorsed by search engines, to “black hat” practices that, while they may not be illegal, violate search engine rules.
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