AOL Data reveals how top 10 positions affect CTR

by Donna Fontenot August 9th, 2006 

Breakpoint, an earnersforum member, calculated the AOL data from August and showed the difference in clickthrough rates for the top 10 search results. How important is the #1 spot? Pretty darn important. Here are the figures:

Total Searches:9,038,794
Total Clicks: 4,926,623

Click Rank1: 2,075,765
Click Rank2: 586,100 = 3.5x less
Click Rank3: 418,643 = 4.9x less
Click Rank4: 298,532 = 6.9x less
Click Rank5: 242,169 = 8.5x less
Click Rank6: 199,541 = 10.4x less
Click Rank7: 168,080 = 12.3x less
Click Rank8: 148,489 = 14.0x less
Click Rank9: 140,356 = 14.8x less
Click Rank10: 147,551 = 14.1x less

Interestingly, position 10 does slightly better than position 9, which is what I would have assumed, since it will be the last place for the eye to land if not satisfied with the previous results.

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17 Responses to “AOL Data reveals how top 10 positions affect CTR”

  1. SEO Portal says:

    I got the same numbers from my sample; 42% from all the clicks are on the #1 spot. nearly 90% of the clicks are on the first 10 results..

    for more numbers see here:
    http://www.seo-portal.com/aol-data-analysis-i-clicks-on-search-engine-results/2006/08/09/

  2. DazzlinDonna says:

    Good to know. I like the graphs on your site. Helps to visualize it nicely.

  3. [...] Donna at SEO Scoop catches a post on Earnersforum where they used the recently released AOL Search Data to figure out click through rates for the the top 10 positions in search results. [...]

  4. [...] SEO Scoop derived data for Click-Through-Rates (CTR) of top 10 search results based on data from AOL. Total Searches:9,038,794 Total Clicks: 4,926,623 [...]

  5. [...] ??????????? ?????????? ? ?????????, ? ?? ???-?? ????? ?? ?? ???????????? ???? ????. ???????? ?????? ?????? ?????? ?????????? ? ?????????? ?????????? ????? ??? ???????????? ????????????? AOL. ????????? ?????????? ???? ????. ????????????? ??? ??????????? ????????????? CTR ?? ?????????? ??????? ? ??????????? ???????. ????????? ??????? ????????????? ???? ???? ?????? ???? ???????: [...]

  6. earlpearl says:

    Really powerful evidence of the importance of a number 1 ranking versus overall 1st page rankings. In that example #1 had more clicks than the next 6 rankings. Hmmmm. gotta look hard at where I can get #1's and where I need ppc, and where I need to get the long tail.

    Dave

  7. [...] ??????:AOL Data reveals how top 10 positions affect CTR ????? :? ???????????????????????? [...]

  8. [...] Tu i tu znale?? mo?na kilka ciekawych analiz danych, które wyciek?y ostatnio z wyszukiwarki AOL. Pozwalaj? one m.in. oceni? skuteczno?? poszczególnych miejsc w wynikach wyszukiwania. Na dane te natrafi?em przez bloga bluerank. [...]

  9. [...] You may have read recently (August 2006) that AOL released information about searches done through the AOL site. Donna at SEO Scoop discovered a forum post that detailed? the AOL user search data and the click through rate for ranking #1 vs. #2-10.? While AOL users, as a group, do tend to be less web savvy than the average web user,? the sample size is large enough that we can now make more educated guesses about the way people use search engines. [...]

  10. [...] You may have read recently (August 2006) that AOL released information about searches done through the AOL site. Donna at SEO Scoop discovered a forum post that detailed? the AOL user search data and the click through rate for ranking #1 vs. #2-10.? While AOL users, as a group, do tend to be less web savvy than the average web user,? the sample size is large enough that we can now make more educated guesses about the way people use search engines. [...]

  11. [...] Donna at SEO Scoop discovered a forum post detailing August click-throughs on Top 10 search results by AOL users, and the numbers obviously show that the #1 search result gets 3.5x the clicks that #2 gets. But maybe a better stat to use is this: [...]

  12. [...] SEO Scoop kun je wat statistieken zien die van toepassing zijn op SERPs. Hieronder heb ik de data staan in [...]

  13. Luis says:

    I can confirm these numbers, I had a site ranked on position 1 and then on position 7, the traffic was ten times less.

  14. [...] during 9,038,794 searches and 4,926,623 total clicks. The original article about the leaked AOL search data was written by Donna [...]

  15. [...] to the research the last four ads even get less attention than the 10th organic result. The classic data from AOL also showed the last organic result had a higher CTR than the ninth [...]

  16. what I really, really wonder about is…

    the clicks are only 54 % of the searches…what does that mean??

    that many searches never complete their search?

    if a keyword has 1000 searches a month, only 540 clicks go to the search results??

    any info an that??

    Thx

    dan