A lot has changed at Google over the past few years, but one thing remains the same – the majority of people will click the top link on any search result page.
A new study of over 80 million keywords and billions of search results found that an average of 28.5% of users will click the top organic result for a given search.
From there, the average CTR for results sharply declines. Listings in the second place receive an average of 15% of clicks, while third place falls to 11%.
By the time you get to the last listing of a results page, links receive only a 2.5% click-through rate.
You can imagine what the CTRs for anything after the first page would be like.
Other Factors Influencing Search CTRs
Unsurprisingly, there is quite a bit of variance in the actual click-through rates for some results pages. In the study, Sistrix found click-through rates for listings in the first position swung from 13.7% to almost 50%.
While the relevance of the top listing has some effect on its CTR, the study suggests another major factor is the SERP layout.
For example, search results including sitelinks extensions significantly outperformed those without.
On the other hand, the study found that search results including featured snippets had a significant negative impact, dropping click-through rates by at least 5% on average.
Similarly knowledge panels reduced the average CTR from 28% to 16%.
In these situations, the researchers believe users don’t feel the need to investigate further when provided with quick answers directly within the search results pages:
“The CTR in the first two organic positions drops significantly compared to the average. Many users appear to find the information they are looking for in the Knowledge Panel – especially on their smartphones, where each time a page is loaded it takes a lot of time.“