Over at the Searchlight Digital Blog, an interesting post has surfaced that talks about the percentage of click-throughs based on a specific Google ranking.
The above mentioned figures are from the results of 36,389,567 searches and 19,434,540 clicks on a variety of SERPs, from millions of users, covering a huge array of topics.
As per the post, 42% of all clicks have been assigned to the number one position. "Where this gets really interesting though is when you look at what can happen if you own most of the real estate on a good SERP." 68.69% of the consist of the top four results, that account for one-third of the clicks/. Whereas 89.69% constitute the top ten results that amount to nearly nine tenths of the clicks.
As per the blog, "Drop onto page two, and you're basically stuffed. Unless the term gets huge traffic, you're not going to. We can see all the page two listings getting under 1%, and most getting less than 0.5% of the total number."
One of the most interesting fact is that, from all the searches that performed on these SERPs, 42% of the users, did not click on anything at all. This shows the increasing mentality of the users, that unless they find something interesting or relevant, they will not click on a link, just for the sake of clicking.
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42% of users not clicking anything is indeed interesting. I wonder how many of those are just misspellings in the search that they fix and re-search.
I don’t believe this data is from Google, I am sure it’s an old study of AOL that has been circulating since 2006. Interesting to a point, but AOL has a different layout and different demographic
If Barry is correct that makes a large difference in the validity of these percentages although I do agree that the first few results get far more clicks and I have seen that dropping out of first or second can significantly change sales.
For a study of this kind to be accurate it needs to control for specific types of searches. For example, if there are many searches on a major brand and their listing is in first those searches are going to skew the data to indicate first rank is far more important than it is for other searches and smaller businesses.
How old is that data? The 2006 article is on seo-blog and they even created a tool with the data that shows you SERP ctr with changes. I think they should take it down it represents false facts if its from 2006.
Unfortunately this data is from an AOL data study. I wish I could find something more up to date that talks about Google data. I doubt the big G would release this type of info.
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