Sure, being #10 on page 1 is slightly better than being #1 on page 2, but it's still a minimal amount of traffic compared to ranking in the top 5 or top 3 of page 1. The downside to this is that the goal of ranking on the first page isn't really a great goal anymore.
IMPRESSION CLICK THROUGH RATE GOOD PLUS
It's closer to two or three, plus ads, on a mobile device. If there's no infobox, Google typically shows about five search results, plus ads, on a desktop viewport. There's a spike at #5 and another at #3, which are natural breakpoints for a lot of search queries. Going from #8 to #7 is a 30% increase, going from #7 to #6 is another 30% increase, and so on. If your page is ranked that low on the search results, but you get more than a 3% CTR, you're doing quite well for yourself. #9 to #8 is also statistically irrelevant. Going from #10 to #9 is actually a minor decrease, statistically. This only applies from #8 to #7 and higher, though. In general, moving up one spot in the search rankings will increase your CTR for that query by 30%. The higher your ranking, the better the click-through rate will be. Obviously, when you want a higher CTR, you want to get yourself into a higher search rank for your target keyword. Even position #6 is only double what #10 is, and it's still one-sixth of what #1 is. Here's another observation: you see positions 7, 8, 9, and 10? They all have virtually the same CTR. This is basically a "#0" position now, and it would be interesting to see a re-run of the Backlinko study with this year's data. Featured snippets count as one of the ten web page listings we show. This declutters the results & helps users locate relevant information more easily. If a web page listing is elevated into the featured snippet position, we no longer repeat the listing in the search results. No duplication and double-dipping on the traffic! These have been around for a while, sure, but Google made a change this year that makes it so any page in the featured snippet will not appear in the search results on that page as well. This featured search result is organic, not paid, but it appears in its own box above the rest of the search results. This changes the results a bit in the numbers that we're seeing from 2022. Today, if your post is authoritative and high quality enough, there's a decent chance Google will make it their featured snippet. First and foremost, the #1 position gets ten times the CTR of the #10 position.Īt the time this study was performed, back in 2019, Google hadn't done much with some of their current featured snippets. This makes for a few interesting observations. Now, you're not always going to be in position #1, so how do all of the different positions look for their click-through rates? You can use that number as your benchmark for what is considered average or good, since it is, statistically, the best you're going to get on most pages. The average click-through rate for a site in the #1 position is 31.7%.
How does this shake out numerically, though? According to the data, less than 1% of users click through to the second page. Most people don't even look beyond the first two or three results, let alone clicking to the second page. It should also come as no surprise that being on page 2 means being effectively invisible. It should come as no surprise that the average click-through rate for a search result depends heavily on where that search result is on the page. These numbers haven't changed much over the years, but you can read their study here. Here are their key CTR-related findings, with my own analysis.Ģ023 Update: With the year 2022 wrapped up, Smart Insights has released an updated study on click through rate data, organized by industry.
They have a lot of cool observations and data, but we're only concerned with CTR today, so I'm going to pull out that data. You can find their 2019 study here, to follow along. Backlinko did exactly that, using data from ClickFlow. I, personally, don't have access to the huge amount of data necessary to make an observation for anyone but myself.
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How to Improve Your Site's CTR Third-Party Research
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