The most important results summarised

Sistrix analysed over 80 million keywords and billions of search results in order to better understand clickrates in Google Search. They were as surprised as you are going to be in a moment. Throw your outdated knowledge about CTRs away and let’s start from scratch.

• The average clickrate for the first position in Google is 28.5%
• Beyond position 1 the percentage falls quickly: In the second position, the average clickrate is 15.7% and the in the third position, 11%
• In the tenth position, only an average of 2.5% of people searching click on the result.
• Global CTRs across all types aren’t very useful because depending on the search intention, and therefore SERP layout, the CTR for position #1 will vary between 13.7% and 46.9%
• Searches for which Sitelinks are shown have a much better CTR than pure organic SERPs. (46.9% to 34.2%)
• The worst clickrate is found on commercial searches where a Google Shopping (13.7%) or Google Ads (18.8%) feature is shown.
• Featured Snippets (23.3%) and Knowledge Panel features (16.7%) also reduce the organic clicks.
• In general, where there are more different elements and integrations in the SERPs, you’ll find lower CTR figures.
• For SEOs it means: The search intention of a keyword defines the SERP layout, and therefore, how how many organic clicks you can target. Search volume alone isn’t the decisive figure.

If you’ve brought a little more time with you, let us now go into a deeper analysis and more, interesting results.