Is the top spot on Google even more favoured than we thought?

Last week I brought you a few stats about the response you might get from different positions on the Google results page, but since then I’ve found some more interesting data, and it’s recent stuff, from the UK too. It’s summarised in Organic vs Paid CTR – and Who Gets The Clicks on the Search Engine People blog, which has one of those nice, easy-to-digest “infographic” illustrations which are all the rage.

The research suggests that more people (48%) click on the top Google result than the previous study, but a similar number (around 70%) click on one of the first three. This changes significantly when “branded” searches are separated out – here, some 80% of searchers plump for the first result, which suggests that Google has got it spot-on nowadays in terms of providing the right result at the top. Organic search results account for 94% of all clicks, with just 6% going to paid results (AdWords), but as I mentioned before, this is irrelevant to advertisers, who are only paying for the clicks. I’d also be interested to know how many searches are too obscure to have any adverts at all; I expect it’s a lot.

Discussion

  1. stu harris

    I am quite surprised to see the number as high as 93% for Google organic clicks and PPC so low. I have been thinking about contracting out my Adwords management, so definitely think about quality over quantity. I have been receiving these ‘An Article a Day’ for some time now, it is the only message I read every day and often file them for future reference.

    Excellent information …keep them coming!

  2. Chris Rand Post author

    It’s almost irrelevant that PPC (AdWords) accounts for such a small proportion of the clicks, because you only pay when somebody clicks! Indeed, it’s a good thing, in a way, because the lower the click-through rate on your ad, the more people are seeing it without you having to pay anything.

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