I was going to write up some notes about the evolution of the SERPs as I needed to explain why CTRs were very unpredictable depending on the type of keyword, user intent, vertical and personalisation. While thinking about all the possible combinations and scooting around the web, I saw that Dr Pete has saved me the effort. Cheers fella. Well, here is his deck via SlideShare.
I couldn’t of done better myself 😉