Academic research indicates that 91% of searchers do not go past page 1 of the search results andt over 50% do not go past the first 3 results on page 1. (Using the Internet: Skill Related Problems in User Online Behavior; van Deursen & van Dijk; 2009). I believe that Google’s own research supports the finding that the top of page one is where its at placement-wise.
Here are some quick stats from Digital Synopsis:
- The very first organic result on the first search engine results page (SERP) sees about 32.5% of overall search traffic in terms of clicks. The 2nd domain sees 17.6%, while the 7th only sees 3.5%
- The total of average CTR for top 10 queries is 208%, meaning users click more than twice on the first result page
- At 53%, women are slightly more prone to click on paid search results than men
- It’s been theorized that Google will start using an author’s influence to determine the ranking of their content for relevant queries
Optimizing for search engines and achieving 1st page rank can result in not only significant traffic to your website but also traffic from visitors who have buying intention. The challenge for companies is that if you are on page 2 of Google results, the amount of visitors will be significantly lower. Your real goal is to be within the top 3 results as they receive the most click-throughs from searchers.
This is why, companies should be investing in search engine optimization to produce targeted traffic and drive leads.