How does SERP impact click-through rates?

A study conducted by Sistrix concluded that the average CTR for first position organic search results in Google is 28.5%.

The study also found that after the first position search result the percentage decreases rapidly with the average CTR for the second position being 15.7% and for third only 11%. As for the tenth position, the average CTR is just 2.5%

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Furthermore, searches for which sitelinks (hyperlinks to website subpages that appear under certain Google listings in order to help users navigate the site) are considered to have a much more satisfying CTR than organic SERPs – 46.9% to 34.2%

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In general, the study confirms keyword search volume is not the only thing factoring when estimating potential clicks.

If you’d like to read the full report about Google SERP’s impact on click-through rates click here.

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