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AOL Data reveals how top 10 positions affect CTR

Donna Fontenot | August 9th, 2006
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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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Posted in Lead Nurture & Marketing AutomationTagged AOL data, CTR, top 10 positions

17 thoughts on “AOL Data reveals how top 10 positions affect CTR”

  1. SEO Portal says:
    August 9, 2006 at 8:34 am

    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:
    August 9, 2006 at 8:39 am

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

  3. earlpearl says:
    August 12, 2006 at 2:34 pm

    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

  4. Luis says:
    October 22, 2007 at 3:19 am

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

  5. Pete loves Sprachen Lernen says:
    February 15, 2012 at 11:56 am

    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

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