The developer of the SEO toolbox Sistrix has determined in its own analysis which links we are most likely to click on at Google. Landing at number one on the Google search results page is rewarded with around 30 percent click-through rate. But of course it’s not that one-dimensional.
It’s still important to land on the first page of the Google search results page, especially when it comes to B2C products. However, there are now a lot more factors involved than just cluttering the website with keywords and using dubious link building practices.
The higher the better
The complex and deliberately non-transparent Google algorithm has become very intelligent in the last decade. He analyzes the context in which a website relates to other search results and possibly advertised products and punishes artificially enriched pages. Organic, semantically structured pages filled with regular and relevant content rank higher on Google and are clicked accordingly more often. That still hasn’t changed.
Most users click (on average 28.5 percent) according to an analysis by the SEO provider Sistrix on the first link at Google, then the click-through rate (CTR) drops sharply. Landing in second place on Google means an CTR of 15.7 percent on average, and only 11 percent is clicked in third place. Incidentally, the tenth hit is only interesting for 2.5 percent of Google searchers.
CTR depends on intention
Nobody should be surprised that number one is clicked most often, as is often the case: The cut is around a third, but it always depends on the search intent what is really clicked. Sistrix says that the intention and therefore the SERP layout (the search results page) nail the CTR to the first link between 13.7 and 46.9 percent.
It therefore makes sense not only to search for terms, but to use specific phrases, questions or filters. Google’s search engine is also not yet omniscient, although its own web history is certainly used to improve personal search results in order to guess a more likely intention.
Too many elements lower the click rate
Sistrix has also found that different elements and integrations in the SERP layout lower the CTR. So if recipes, news or other elements are displayed during a specific search, users click significantly less. The situation is similar with commercial searches on Google Shopping and Google Ads links, which perform the worst in the analysis.
Unsurprisingly, organic links and real content are becoming increasingly important. Most of us simply develop ever greater resilience and more blind spots compared to classic advertising measures. If you are interested in all the findings of the analysis, you can find it here, including a summary.