Historically, the top organic position has been regarded as the pinnacle of digital real estate, wielding unparalleled influence over user engagement, click-through rates, and, ultimately, business outcomes.
As users navigate the vast expanse of the internet, the top spot not only signifies visibility but also serves as a trusted beacon, directing users to the most authoritative and relevant sources.
2023 Click-Through Rates (CTR) by Google Ranking Position
According to a report by First Page Sage, the click-through rates (CTRs) for various elements on a Google search page in 2023 are as follows :
- Organic Search Results: The top 3 organic search results receive more than two-thirds (68.7%) of all clicks on the Google Search page. The #1 organic search result receives, on average, 19x more clicks than the top paid search result with a click-through rate of 39.8%
- Featured Snippets: A snippet, which takes the place of the #1 organic search result, is the search result with the highest overall CTR at 42.9%. Featured snippets account for a 35.1% share of all clicks. Users click on featured snippets that seem “informative”.
- Top Ad Result: The CTR for the top ad result is 2.1%.
- Image Results: The CTR for the top image result is 1.4% – 4.9%.
- Video Results: The CTR for the top video result is 2.3% – 6.4%.
- “People Also Ask” Box: The CTR for the “People Also Ask” box is 3%.
- Knowledge Panel: The CTR for the knowledge panel is 1.4%.
If You’re Not First, You’re Last
The top spot in Google search results is crucial as it garners the majority of clicks, with users often clicking on the first result without scrolling further.
Being in the top spot not only ensures maximum visibility but also significantly increases the likelihood of attracting clicks and, consequently, potential customers, making lower rankings comparatively less impactful.
- The top 3 organic search results capture more than two-thirds (68.7%) of all clicks on the Google Search page.
- A featured snippet, assuming the position of the #1 organic search result, boasts the highest overall click-through rate (CTR) at 42.9%.
- On average, the #1 organic search result secures 19 times more clicks than the highest-ranked paid search result.
- The #1 organic search result attracts more clicks than the combined clicks of results ranked #3 through #10.
- In the realm of paid search, the top result enjoys a 40% higher CTR than the second-ranked paid search result.
Well, What About the Maps?
Google Map rankings and organic search rankings differ in that the former specifically pertain to geographical location-based searches, displaying businesses on a map.
The Google Map Pack, which showcases the top local results, is particularly valuable as it appears prominently in local searches, providing immediate visibility for businesses.
Securing the top ranking in the Google Map Pack is crucial for local businesses, as it significantly increases the likelihood of attracting nearby customers actively seeking products or services in their vicinity.
Google Map rankings and organic search rankings are two different ways of ranking businesses on Google.
Organic search rankings are based on the relevance of the website’s content to the user’s search query, while Google Map rankings are based on the relevance of the business’s location to the user’s search query.
The Google Map Pack is a group of three businesses that appear at the top of the search results page when a user searches for a local business.
The businesses that appear in the Map Pack are chosen based on their relevance to the user’s search query, their proximity to the user’s location, and the quality of their Google Business Profile page.
The value of ranking in the Google Map Pack is that it can significantly increase the visibility of a business to potential customers and has a very-high click-through rate.
According to a study by SEMrush, the business in the number one position on average had more positive reviews than those in positions 2 and 3.
The Map Pack is featured in search results more than 30% of the time, with its links garnering over 70% of organic search traffic.
- Top Sponsored Spot in Google Maps gets 3.1% of clicks
- The Top Spot in Google Maps gets 17.8% of clicks
- The 2nd spot in Google Maps gets 15.4%
- The 3rd spot in Google Maps gets 15.1%
Darn Kids and Their Devices!!
Search rankings and online behavior can vary based on the device the user is searching on. For example, click-through rates (CTR) and bounce rates can differ between desktop and mobile devices.
This is because the user’s intent and behavior can vary depending on the device they are using.
For instance, a user searching on a mobile device may be more likely to be looking for a local business or a quick answer to a question, while a user searching on a desktop may be more likely to be conducting research or making a purchase.
- Mobile traffic has indeed risen significantly over the last 10-15 years and has overtaken desktop traffic.
- According to a report by Cisco, mobile data traffic has increased 6,000-fold over the past 10 years and 600-million-fold over the past 15 years.
- The average smartphone owner today is carrying a computing device more powerful than 10 PCs from 2000.
- Ericsson forecasts that 5G’s share of mobile data traffic will grow to 66% by 2028.
- Mobile devices account for 58% of searches on Google.
In the not-so-distant past, desktop computers reigned supreme in terms of technological prowess.
However, the landscape has shifted dramatically with the evolution of information technology, providing users with an extensive array of choices for activities ranging from casual browsing to complex online marketing endeavors.
Although mobile usage is steadily surpassing desktop usage in both web traffic and user numbers, the enduring strength of desktop computers and laptops suggests that their role in our digital lives is far from obsolete.
Despite advancements in mobile technology, a considerable number of users still find solace in accomplishing crucial online tasks on the expansive screens of their desktops and laptops.
Navigating the Digital Landscape: Securing the #1 Spot and Unveiling the Dynamics of SERP Features in 2023
As we navigate the digital landscape of 2023, the significance of claiming the #1 spot on Google remains unparalleled.
Beyond conventional search rankings, the breakdown of click-through rates across SERP features—be it the coveted featured snippet, the dynamic Map Pack, the insightful Knowledge Graph, or the visually engaging Image Carousel—underscores the diverse pathways through which users interact with search results.
Understanding and leveraging these statistics are key to optimizing online visibility and ensuring a strategic foothold in the evolving terrain of search engine dynamics.