How many clicks do you get for each search position?
A question often asked is how many clicks does each search position get on page one of Google. So we combined the results of 4 separate tests to give us an approximate average of this answer.
On average the first page position one result is approximately 28% of the traffic and position 10 is 2.8%. So if 1000 people a month were searching for "your keyword" and you were on page one position one, you could expect approximately 280 visits compared to 28 visits if you were at position 10.
There is quite a disparity in the % of top ten organic clicks. Our take on this (from reading and investigation) is that the Slingshot 2011 test is the most accurate. The lower percentage gives us an idea on how many clicks go to other parts of the search such as pay per click, google merchant (the shopping part) google images, google news etc.
Figures below are percentages of clicks for each search position in the organic listings on page one of google from four independent tests.
Search Position |
Optify 2010 |
Slingshot 2011 |
Chitika 2010 |
Enquiro 2007 |
Average |
1 |
36.4 |
18.2 |
34.35 |
24.9 |
28.46 |
2 |
12.5 |
10.05 |
16.96 |
11.4 |
12.73 |
3 |
9.5 |
7.22 |
11.42 |
7.8 |
8.99 |
4 |
7.9 |
4.81 |
7.73 |
6.5 |
6.74 |
5 |
6.1 |
3.09 |
6.19 |
4.1 |
4.87 |
6 |
4.1 |
2.76 |
5.05 |
4.5 |
4.10 |
7 |
3.8 |
1.88 |
4.02 |
2.4 |
3.03 |
8 |
3.5 |
1.75 |
3.47 |
2.4 |
2.78 |
9 |
3 |
1.52 |
2.85 |
3.3 |
2.67 |
10 |
2.2 |
1.09 |
2.71 |
5.3 |
2.83 |
% of top 10 organic clicks |
89 |
52.37 |
94.75 |
72.6 |
77.18 |
In graphical form…
Referenced Information:
Optify http://www.optify.net/guides/organic-click-through-rate-curve
Slingshot http://www.slingshotseo.com/resources/white-papers/google-ctr-study/
Chitika http://insights.chitika.com/2010/the-value-of-google-result-positioning/
Enquiro http://www.marketing-jive.com/2011/08/more-on-organic-click-through-rates-in.html
Accurate or not?
There are quite a few factors influencing each study so we would suggest none are entirely accurate. As in most things take the salient information presented and make your own mind up. Each related link gives more information on each study. We discounted the AOL 2006 test as this was before Google's universal search.
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