![\"Position](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/08\/1-2-3-800.jpg\")
\nFor years, the old saying was that Page 2 of the search results was the best place to hide a dead body. And that\u2019s still true today. Almost 100% of clicks happen on Page 1. And the number of clicks you get depends on what position you rank on that page.<\/p>\n
So the bottom line is that you need to be on Page 1 \u2014 we know that. And to get the most clicks, you need to consider what position you appear there. In this article, I\u2019ll share data and make some observations about click-through rates and search engine results page (SERP) position.<\/p>\n
The way people search is complex. Do they only look at the first result? Not always. Searchers are getting savvier, and many will look at several results before choosing the one they want.<\/p>\n
Not only that, but the search engine results pages change for every query. That means you\u2019re not just getting \u201c10 blue links,\u201d you\u2019re getting potentially a whole host of different SERP features<\/a>. And each combination of SERP features can impact the average click-through rates.<\/p>\n At the end of the day, we cannot simply rely on the data. We have to work to understand why the data is the way it is.<\/p>\n While the numbers may seem straightforward, as SEOs especially, we need to reverse engineer from the outcome \u2014 why did they click on that result? What factors led to that result being in the No. 1 position in the first place?<\/p>\n This is where we can begin to derive value from this type of data.<\/p>\n Even though the data varies slightly from study to study, all the latest research on click-through rates by SERP position shows the same thing: the first organic listing on the page gets the most clicks, and each position after shows a decline.<\/p>\n The largest discrepancy across studies is just how much the click-through rate changes per SERP position. And that is because the companies that put out this data each used different methodologies.<\/p>\n For example, data from Ignite Visibility<\/a> shows the following data for the first three positions:<\/p>\n On the other hand, a Sistrix study<\/a> analyzed billions of search results and found the following overall click data:<\/p>\n And, Backlinko showed the following data<\/a> instead:<\/p>\n As the comparison chart shows, the percentage differences between the studies don\u2019t seem to change the overall trend. The fact is, every study shows that, in general, the higher up you are in the search results, the better chance you have of a click.<\/p>\n The general averages are interesting, but we have to consider the fact that each SERP is different with different features. How does that impact the click-through rate?<\/p>\n Sistrix wanted to answer that question, too, so their research looks closer at how different SERPs produce different click-through rates. With the majority of traffic coming from mobile devices these days, Sistrix looked only at mobile behavior, not desktop.<\/p>\n As a reminder, here was the average click-through rates they found, and then they compared this data to the click-through rates of the different types of SERPs:<\/p>\n When a SERP layout had just the 10 blue links and no other distracting elements, the percentage of organic clicks was much higher for the first two positions compared to SERPs in general, though clicks were about the same as the average for the third result:<\/p>\n Featured snippets are often referred to as \u201cposition zero\u201d because they show up above all the other organic links, as pictured here: The first ranking (with the featured snippet) has a click rate that is 5.3% percentage points below the average value for this position. The website from which the information in the featured snippet is created does not benefit from the featured snippet.<\/em><\/p>\n Interestingly, the websites at positions # 2 and # 3 benefit significantly: the second place winner gets almost five additional percentage points compared to the average (15.7% to 20.5%) and the third place site will also get an increase in CTR from 11% to 13.3%.<\/em><\/p><\/blockquote>\n When a SERP featured a direct answer from Google (think calculators, measurement conversions, weather, etc.), average click-through rates for the first organic position and subsequent positions plummeted.<\/p>\n Sistrix explains:<\/p>\n The CTR in the first position almost halved and plummeted from 28.5% to only 16.3%. But there is also a first in the data: the second organic position receives more clicks than the first position with this SERP layout: 16.7% of Google users click on # 2 and not on # 1.<\/em><\/p><\/blockquote>\n When SERPs had other features like news, images, recipes, and other types of universal search results, the organic blue links did not get as many clicks as they would if no other distracting elements were on the page.<\/p>\n Here are a couple of examples:<\/p>\n Organic Listings with News Results<\/strong> Organic Listings with Video Results<\/strong> The data shows that the first position gets the most clicks. But does that mean that searchers only look at the first result before clicking? Data from Ignite Visibility suggests no.<\/p>\n In its report on searcher intent, Ignite Visibility reported the following:<\/p>\n When asked how many search results they read before clicking a link, 17.4% said they looked at three results, followed by 15.6% who only read the first result, 14.2% who read five, 14% who read 10+, 13.4% who read four, 8.4% who read two, and 7.6% who read six.<\/em><\/p><\/blockquote>\n This is in line with other (older) research<\/a> that showed desktop users will scan the results from the top left and down to find the result they want to click.<\/p>\n The study also found that despite all the SERP features available to searchers, the majority (55.1%) preferred written content, followed by 29.1% that preferred images, 13.8% preferred videos, and 2% preferred audio content.<\/p>\n This might explain why, as outlined in the previous section, the first organic \u201cblue link\u201d listing actually gets more clicks when video is in the SERP for that search.<\/p>\n Overwhelmingly, the results that show up the highest on the SERP get the most attention. That we know. But what does it mean from a practical standpoint?<\/p>\n In terms of SEO, you need to first have a whole-SERP strategy<\/a>. That means understanding what types of features show up for your target keywords on the SERP, and then optimizing for them.<\/p>\n Of course, you might have to contend with things like direct answers in your SERPs, which make it really difficult to compete. For these situations, I recommend reading: How to Adapt SEO in a Zero-Click World<\/a><\/em><\/strong>.<\/p>\n Once you know who is in the top spot for your keyword, that\u2019s when you start analyzing the competition. Remember, your goal is to be least imperfect compared to the competition<\/a>. So use the right tools to better understand what they are getting right (and wrong). See: How to Do Competitor Research for SEO<\/a><\/em><\/strong>.<\/p>\n If you need the help of an expert team to meet your website\u2019s SEO goals, contact us for a free consultation<\/a> today.<\/strong><\/em><\/p>\n Understanding the relationship between search engine click-through rates (CTR), SERP positions, and user behavior is paramount. These elements converge to shape the success of your online presence, and grasping their dynamics can significantly enhance your SEO strategy.<\/p>\n Search engine click-through rates (CTR) are a pivotal metric, reflecting the effectiveness of your website’s positioning in search results. The symbiotic relationship between CTR and SERP positions is undeniable \u2013 higher positions inherently attract more clicks. Research consistently confirms that the first organic listing captures the lion’s share of clicks, with subsequent positions experiencing a decline in CTR.<\/p>\n User behavior on SERPs is a multifaceted phenomenon. Contrary to the notion that users solely focus on the first result, studies reveal a more nuanced approach. Savvy searchers often scan multiple results before clicking, reflecting a more discerning attitude. The rise of SERP features further complicates the landscape. These features, like featured snippets and direct answers, alter user interaction and CTR patterns.<\/p>\n Featured snippets, often called “position zero,” significantly impact CTR. While they provide immediate answers, they can decrease the CTR of the first organic result. However, positions 2 and 3 experience CTR boosts, illustrating the complexity of user preferences. Additionally, SERPs with direct answers, such as calculators or weather forecasts, sharply decline CTR for organic positions.<\/p>\n Optimizing SERP features requires a multifaceted approach. Understanding the type of feature prevalent for your target keyword is crucial. Embrace strategies to secure featured snippets or craft content that aligns with direct answer queries. A holistic SERP strategy empowers you to adapt to evolving user behavior and capitalize on varied CTR patterns.<\/p>\n Mastering the interplay between search engine click-through rates, SERP positions, and user behavior is pivotal in today’s competitive digital landscape. By deciphering user preferences, adapting to SERP feature dynamics, and optimizing your content strategy, you can unlock the full potential of your online visibility.<\/p>\n Step-by-Step Procedure: How to Understand the Connection between CTR, SERP Positions, and User Behavior<\/strong><\/p>\n To get the most clicks, you need to consider what position you rank on page 1. Here’s the latest data and observations about click-through rates and SERP position.<\/p>\n","protected":false},"author":35,"featured_media":104208,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[4],"tags":[1688,1356,1694,1232,1572,1693],"acf":[],"yoast_head":"<\/a>Click-Through Rates by SERP Position<\/h2>\n
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![\"Graph](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/08\/CTR-SERP-position-comparison-graph.png\")
But SERPs Change \u2026 Does CTR Change Too?<\/h3>\n
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SERPs with Just the 10 Blue Links<\/h4>\n
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![\"Google](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/08\/google-ctr-organic-chart.png\")
<\/p>\nSERPs with Featured Snippets<\/h4>\n
\n![\"Screenshot](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/08\/SERP-what-is-a-featured-snippet.png\")
\nSistrix found that when there is a featured snippet on the SERP, it costs the first organic result about five percentage points in click-through rate. They go on to explain:<\/p>\n![\"Graph](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/08\/google-ctr-featured-snippets.png\")
\nIf your target keyword tends to serve up a featured snippet in the search result, it\u2019s worth trying to optimize your webpage for that featured snippet so you can get more clicks. For more, see: 3 Surprising On-Page SEO Techniques You May Not Know About<\/a><\/em><\/strong><\/p>\nSERPs with Direct Answers<\/h4>\n
![\"Graph](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/08\/google-ctr-google-apps.png\")
<\/p>\nSERPs with Other Universal Results<\/h4>\n
\n![\"Google](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/08\/google-ctr-news.png\")
\nOrganic Listings with Recipe Results<\/strong>
\n![\"Graph](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/08\/google-ctr-recipes.png\")
\nInterestingly, SERPs with videos increased the click-through rate of the first organic listing by quite a bit. One possible explanation for that is covered in the next section.<\/p>\n
\n![\"Google](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/08\/google-ctr-videos.png\")
<\/p>\n<\/a>How Searchers Look at the SERPs<\/h2>\n
![\"Data](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/08\/seo-intent-2020-data.png\")
Takeaways: What Does This All Mean?<\/h2>\n
<\/a>FAQ: How do search engine click-through rates relate to SERP positions and user behavior?<\/h3>\n
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