How does interleaving search results impact CTR analysis?
Trying to figure out if Google's interleaving search results from 2014 is still affecting how I should interpret CTR metrics in Search Console for branded vs non-branded queries. Does it lead to cannibalization between result types or skew click data? Anyone seen an impact since 2024 or is this old news?
Asked by norman.young
1 Answer
Yeah, interleaving can absolutely still affect how to read CTR in Search Console, especially on branded vs non-branded terms. When Google mixes universal results or SERP features in with organic, it can push your links down or switch up what shows above the fold. That means your CTR can drop even if your average position looks the same. For branded, sometimes your site has sitelinks or a local pack mixed in, which pulls clicks away from your main blue link and spreads them around. I've noticed in 2026 and 2026, things like FAQ results, People Also Ask, and even SGE test panels can crowd out the classic results, so yeah, cannibalization and weird CTR numbers are a thing. I always break out CTR by query type and SERP feature using the Search Console API exports, not just the interface. If you see a CTR drop but impression/position is stable, SERP interleaving or a new feature is probably the reason.