The double value of a first place in Google’s search results

Wed 26 May 2010 21:07, J-P De Clerck

The double value of a first place in Google’s search results

A study carried out by Chitika Research points out that the “value” of a first place ranking in Google’s organic search results is worth more than twice as much as a second place ranking.

Chitika, an online advertising network, based its results on the traffic that went from Google to its own network. The company then divided these data based on the ranking in Google’s organic search results.

Doing this, the company found that 34.35% of all incoming Google traffic came from links that had the first place ranking in the search results.

The second place was good for 16.96%, and the third for 11.42%.

Traffic-by-Google-Result

You can find the entire table with the top 20 and the percentages of traffic which they generated below.

Of course, we already knew that the ranking in organic search results is of importance, but the difference between the first and the second place is really remarkable.

What’s also striking is the fact that the first ten places are good for almost 95% of the impressions.

Yet more proof that the importance of SEO is still very big, despite people claiming the contrary.

The results are based on a sample of 8,253,240 impressions, which Chitika’s advertising network noted this month.

Source.

Google Result
Impressions
Percentage
1 2,834,806 34.35%
2 1,399,502 16.96%
3 942,706 11.42%
4 638,106 7.73%
5 510,721 6.19%
6 416,887 5.05%
7 331,500 4.02%
8 286,118 3.47%
9 235,197 2.85%
10 223,320 2.71%
11 91,978 1.11%
12 69,778 0.85%
13 57,952 0.70%
14 46,822 0.57%
15 39,635 0.48%
16 32,168 0.39%
17 26,933 0.33%
18 23,131 0.28%
19 22,027 0.27%
20 23,953 0.29%

  • Comments (4)
  • SEO
  • Tell-a-cowboy

Comments (4)

 

  • Intersting research. Some remarks: branded keywors even get more ctr or traffci share for a first place. I assume de data is for branded and non brandedn keywords combined. So the summed ctr is over-estimated for non-branded and under-estimated for branded keywords. Dont trust researchers on there blue eyes!

    Wo 26 mei 2010, 23:44


  • @Keesjan I agree, branded keywords do have a much higher ctr, so it is possible that they mixed it up. I've calculated average traffic shares for position 1-3, 4-5, 5-10 in the past, for a whole lot of non branded keywords, and mostly got the same averages.

    Do 27 mei 2010, 09:06


    • J-P De Clerck

    They did indeed mix branded and non branded keywords. They simply looked at all the Google traffic coming into their network and next broke down what percent was from what results location (I quote Daniel Ruby).

    @Keesjan, I saw that you asked it on their site already :) If you want more details I can ask them but I'm afraid there are no more details. They also can't compare with paid results as you can see in the comments on their blog post. Interested in results from you people if you have anny!

    Do 27 mei 2010, 13:42


  • I have seen 45% click through rate on 1st position with one of my clients.

    Wo 2 jun 2010, 22:06

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