SERPs Position and Clickthroughs

The recently released AOL research data provides some interesting information on clickthroughs as a function of position in the SERPs. Thanks to Richard Hearne over at Red Cardinal, who has imported the data into a MySQL database, I have been able to construct two striking charts.

The first shows the percentage of total clickthroughs versus the position in the SERPs.

Percentage of total clickthroughs versus the position in the SERPs

It clearly demonstrates the importance of the top position, with the first place site getting 3.5 times the clickthrough rate of the second place site.

The second chart shows the percentage of the first position clickthroughs versus the position in SERPs.

Percentage of the first position clickthroughs versus the position in serps

Notice that the ninth position is getting marginally less clickthroughs than the tenth position. This is probably because a few users are not concentrating and click on the tenth result when they really intended to move to the next page of the results.

However the most interesting observation is the dislocation of clickthroughs between tenth and eleventh position. Going from the top of page two, to the bottom of page one, increases the clickthroughs by a factor of 4.5!

Added Position and Clickthrough Tool.

3 Comments »

  1. Red Cardinal said,

    August 13, 2006 @ 7:52 pm

    Hi there

    Just to mention that regarding the #10 ranking slghtly higher than #9 my belief is that people concentrate less as they scroll down the SERP page looking for their target lisitng - as you scroll to the bottom nav you tend to pay a little more attention to the last listing on the page. I would imagine that this is most relevant when you don’t find what you’re looking for in the first 9 listings. It may also be related to people ‘wanting’ to find what they are looking for on page 1 and #10 position is the last chance.

    Thank you for the mention!

  2. ashear said,

    August 16, 2006 @ 8:54 pm

    I am having trouble understanding why the first and second graphs are so far apart? Are these keywords Head VS Tail? My personal numbers look closer to the second graph.

  3. duz said,

    August 16, 2006 @ 9:50 pm

    ashear -

    >I am having trouble understanding why the first and second graphs are so far apart?

    The first chart shows the percentage of click throughs for each position in the SERPs. So for example looking at the graph we can see that SERPs position 5 gets 4.86% of the total number of click throughs.

    The second chart shows the percentage of click throughs for each position in the SERPs compared with the first position. Looking at the graph we can see that SERPs position 5 gets 11.48% of the number of first position click throughs.

    Hope that helps!

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