William Scotia leads customer success at SerpClix, where he works directly with businesses and SEO agencies to build effective CTR optimization campaigns. He also writes the SerpClix blog, covering Google algorithm updates, ranking factor evidence, and practical SEO strategy. Every article is grounded in data from Google's own patents, engineer statements, and court documents, not speculation.
Before focusing on content, William spent years helping everyone from solo entrepreneurs to large agencies set up click orders, interpret ranking data, and integrate CTR into their broader SEO strategies. That hands-on experience shapes how he writes. He knows what questions customers actually ask because he's answered thousands of them. He also tracks Google's evolving SERP landscape, including AI Overviews, zero-click trends, and Core Web Vitals changes, and translates what it means for businesses that depend on organic traffic.
Google’s local ranking algorithm leans heavily on behavioral signals — clicks, calls, direction requests, and engagement. The 2026 data makes the case clearer than ever.
A federal antitrust remedy now requires Google to share its Navboost click-and-query data with qualified competitors. Here’s what that tells you about how important clicks are to rankings.
A study of 200,000 keywords shows position #1 CTR dropped from 28% to 19% in one year. Rankings are holding steady for many sites, but clicks are falling. Here’s what …
New data from ALM Corp shows Google is actively shifting SERP real estate from organic results to paid placements. Paid clicks have doubled while organic clicks fell 23% across major …
Google’s first-ever Discover-specific core update quietly introduced a classifier that compares your headline against your content — and demotes pages that overpromise.
New data from Seer Interactive shows that organic CTR drops 61% when AI Overviews appear — and they now show up on roughly half of all Google searches. Here’s what …
Google’s AI Overviews sit above organic results for a growing number of queries. Here’s what that means for your traffic — and why click-through rate optimization matters more now than …
Google reversed its cookie deprecation plan twice, but cookie-based tracking is declining regardless. Here’s why first-party engagement signals like organic CTR are the data that survives.
A growing percentage of Google searches result in zero clicks — the user gets their answer directly on the SERP and never visits a website. Here’s what that means for …
Keyword research gives you a list. But the real skill is deciding which keywords on that list are worth your time, your budget, and your effort. Here’s how to make …
