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What % of searchers look past page one?

 3:03 pm on Jul 6, 2010 (gmt 0)

In recent weeks I have managed to get a site to rank between position 2 and position 20 on quite a lot of keyterms which I know people are searching for. But there has been no increase in unpaid visits on these keywords to the site. Users continue to click adwords at the top of the page, costing us money, but they do not click on natural listings, even when they are on page 1 or at the top of page 2.

Are there any stats as to how many searchers go past page 1?


brotherhood of LAN

 3:16 pm on Jul 6, 2010 (gmt 0)

AOL log files were accidentally leaked a couple of years ago that gave some indication of click through rates, as it had tens of millions of log lines. I don't have the exact number, but you can be assured it's somewhere in the low single digits.

Since G is actually a different interface, the number will differ of course.


 3:32 pm on Jul 6, 2010 (gmt 0)

Low single digits? what you mean less than 10% go through to the second page?

I am amazed, personally I often check the second or even third / fourth page when I am searching for something.


 4:06 pm on Jul 6, 2010 (gmt 0)

These are the click through percentages from that AOL data:

1 42.13
2 11.90
3 8.50
4 6.06
5 4.92
6 4.05
7 3.41
8 3.01
9 2.85
10 2.99

That sums to 89.82%. You can (might) assume that the other 10% either clicked through to page 2, clicked on an ad or no click was recorded.

And if I remember some of the discussions we had back then, we surmised that the slight bump in click throughs of position 10 over position 9 was due to some searchers unwillingness to click through to page 2.


 5:16 pm on Jul 6, 2010 (gmt 0)

Are there any stats as to how many searchers go past page 1?

Google Webmaster Tools can give you some insight into that, as far as stats for your site goes.

WMT > Your site on the web > search queries

That shows at least some info such as average position and ctr. It shows how many times your site showed on which for a query and how many times it was clicked in that position.

They don't seem to give an exact number of clicks or CTR if there were less than 10 clicks for the query in that position though


 5:27 pm on Jul 6, 2010 (gmt 0)

Are there any stats as to how many searchers go past page 1?

There are no searchers that go past page 1. Only webmasters go to pages 2-3-4 searching for their own websites and competitors.


 10:22 am on Jul 7, 2010 (gmt 0)

Great stats jimbeetle, very interesting.

And thanks for the feedback all.


 10:59 am on Jul 7, 2010 (gmt 0)


54% of searchers click on the top two places.

74% click on first to fifth position.


 11:22 am on Jul 7, 2010 (gmt 0)

aol data is quite old and things may have changed a lot after that and the percentage may be much below that.


 11:24 am on Jul 7, 2010 (gmt 0)

When you say, curioustoddler, might be much below that? what exactly do you mean?

Do you mean less or more clicking in the top left two positions on the page?


 12:26 pm on Jul 7, 2010 (gmt 0)

I do not have enough data to be confident about this but for the past few weeks i have been tracking clickthrough rates in my webmaster account for few sites and i feel that traffic from second page rankings is almost very low even for very good keywords. However we may hate google or yahoo or bing, but search quality has improved a lot during last few years and top few sites for all results get most of traffic.

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