Latest Google Search, Page 1, Page 2 and click through rates
Traffic to page 2 results will surprise you.
Summary of key Google statistics
Google Search Statistics
- 7 billion (not 3.5 billion as reported elsewhere) searches per day made on Google
- 75,000 Google searches per second
- Average person makes 3 to 4 searches per day
- 63% of Google’s organic search traffic comes from mobile devices
- 48% of product searches begin on Google (63% start a product search on Amazon)
Click Through Rate Statistics
- Around 50% of Google searches are not clicked
- 3.69% of searched clicks go to Google paid results
- A number 1 position in Google gets between 27% and 35% of clicks
Page 1 Google Statistics
- Number 1 organic result is 480 pixels further below the fold than in 2015
- In the UK, “People Also Asked” appears in 31.84% of desktop results and 46.59% of mobile results
- In the USA, “People Also Asked” appears in 14.07% of desktop results and 36.08% of mobile results
- In the UK, videos appears in 20.19% of desktop results and 29.11% of mobile results
- In the USA, videos appears in 10.84% of desktop results and 25.12% of mobile results
- The search queries with the most frequent snippets contain the phrases “recipes”, “best”, “vs”, “make”, “definition”, “can”, “windows”, “get”, “cost”
- Only 5.7% of pages rank on page 1 within a year
Page 2 Google Statistics
- Since there is no page 2 on mobile results, CTR rates in positions 16 to 20 are just as high as CTR rates in positions 7-10
- In a survey of 100 websites, the average page 2 traffic was 11.96%
7 billion searches per day made on Google
That’s a helluva lot of searches, but Google does dominate the search engine market.
The majority of these search queries will be completely irrelevant for your business, but Google is the world’s biggest buyer research tool that you cannot ignore.
You can use this process and strategy to find your prospective buyers here.
75,000 Google searches per second
Do the maths; 75,000 searches a second works out at nearly 7 billion searches per day.
The average person is making 3 to 4 searches per day.
63% of Google’s organic search traffic comes from mobile devices
This statistic isn’t really that surprising when you consider the market penetration of mobile phones.
What is important about this statistic is Google’s aim to ensure faster loading mobile pages.
Google uses mobile first indexing; they use the mobile version of your pages for indexing and ranking.
Go inside your Google Search Console account and look at the Core Vital Report.
This report will tell you how your web pages are performing and what you need to do to improve your pages.
Also, have a read of your mobile usability report.
This report will tell you if your web pages have issues such as:
- Text too small
- Clickable elements too close together
- If your content is wider than the screen
- And if your pages are mobile friendly
48% of product searches begin on Google, but …
48% of product searches begin on Google, whilst 63% start a product search on Amazon.
These results came from a survey of over 14,000 consumers.
Google made a big push back in the spring of 2020 to get into bed with the major ecommerce players to ensure retailers products appeared in Google Shopping Results; for free.
There’s obviously a lot of competition between GAFA; Google, Amazon, Facebook and Apple to own the “internet high street”.
Around 50% of Google searches are not clicked
You may have heard about zero click searches.
Around 50% of searches made on Google are not clicked.
If you’re a half empty glass person, that’s a problem for your search traffic.
But if you’re a glass half full guy, you’ll have a great seo strategy that targets your prospects and customers and you won’t worry about zero click searches.
You won’t be worried about people searching for Lily Allen’s age or what channel the football is on because those people aren’t in the buying process.
3.69% or is it 7.2% of searched clicks go to Google paid results
Rand’s article about clicks going to paid results is unclear.
He saids 7.2% of searched clicks go to paid results but his graph shows 3.69%.
The percentage isn’t important.
Ads are Google’s main source of income; they have shareholders to satisfy and money to make.
All SEO people feel they are getting squeezed by Google.
I’ve got clients that spend good money on Ads and make a good return on investment.
Google offers the best of both worlds.
- Want instant traffic? Buy ads
- Want a long term compounded investment ? Trade in search engine optimisation
A number 1 position in Google gets between 27% and 35% of clicks
In the USA, the number 1 result on mobile devices gets a 27.06% click through rates.
Whilst, the number 1 result on desktop devices gets 32.23% click through rate.
The click through rates are a little higher in the UK; heaven knows why.
In the UK, the number 1 result on mobile devices gets a 31.61% click through rates.
Whilst, the number 1 result on desktop devices gets 35.10% click through rate.
These studies are based on sample sizes but the data for UK and USA on both devices follow a similar pattern.
The first position is always the aim as it’s getting twice and 3 times as many clicks as positions 2 and 3.
A solid blend of research, content and link acquisition will help you earn top spot.
Number 1 organic result is 480 pixels further below the fold than in 2015.
This screenshot from Andy is startling.
- Rank #1 in 2015 … you are 150 pixels from the top.
- Rank #1 in 2019 … you are 640 pixels from the top.
Yes, organic results are getting pushed further down the page but, glass half full guy here, many consumers have banner blindness; they won’t click ads.
In the UK, “People Also Asked” appears in 31.84% of desktop results and 46.59% of mobile results
People Also Asked is one type of featured snippet that shows related questions under the question you searched.
And they appear very frequently in both desktop and mobile results.
In the USA, “People Also Asked” appears in 14.07% of desktop results and 36.08% of mobile results
However, People Also Asked don’t appear as frequently in desktop results in the USA.
What’s interesting is that Advanced Web Rankings have started to track “direct answers” as a SERP feature.
If I search for my football team, I can see the next 2 matches.
Heck, I can even type a calculation into the search box and get the answer.
I wouldn’t be so concerned about calculations being shown as direct answers but if I were a mortgage company I’d be worried about direct answers like these.
In the UK, videos appears in 20.19% of desktop results and 29.11% of mobile results
You’ll notice in the chart that video is the 2nd most popular SERP feature.
That’s no surprise since Google owns YouTube and will promote their own properties.
In the USA, videos appears in 10.84% of desktop results and 25.12% of mobile results
Again, for reasons unbeknown to me, this SERP features less prominently in US desktop results compared to the UK and most other countries.
YouTube video views, like content created for search results, both have compound growth.
I see many in my industry pursue an organic Google + YouTube content strategy.
The search queries with the most frequent snippets
The search queries with the most frequent snippets contain the phrases “recipes”, “best”, “vs”, “make”, “definition”, “can”, “windows”, “get”, “cost”
Featured snippets are generated from the following elements of your web page:
- Numbered lists
- Bullet points
If you’re aiming to rank for featured snippets then focus on pages that rank for the phrases above.
Then ensure your page is structured to give your content the best chances of being featured.
- Use a Table of Content
- Use bullet points
- Use pricing tables
- Embed Youtube videos
- Use H2 and H3 headers
Unless you’re already ranking for thousands of keywords, I would not worry too much about snippets; focus on content and link building.
Only 5.7% of pages rank on page 1 within a year
Ahrefs did a study to find out how long it takes to rank on page 1.
Looking at the statistics, your odds of ranking on page 1 don’t look great.
But you can enhance ranking prospects as follows:
- Target low difficulty keywords where the top pages earn clicks
- Ensure your page also targets longer tail keywords as you’ll rank for them quicker than your head keyword
- Create content that matches user intent
- Promote your content
- Keep content relevant and updated
- Signal to Google the importance of your page by linking to it internally with relevant anchor text links
On Mobile devices, there is no “page 1” and “page 2” anymore
On mobile devices there’s not actually a “page 2”, there’s a “more results” button that acts like a parallax scrolling effect.
Could “more results” be the reason for the rise in CTR in positions 16 to 20 on mobile devices ?
You can see the dramatic drop in click through rates the higher your position.
But look at positions 15 through to 20.
When you just chart positions 11 to 20 you can see that CTR grows on mobile devices from positions 15 to 20.
And the same in the USA; CTR on mobile is higher in position 15 to 20 than positions 9 through to 14.
Here’s a screenshot of a mobile search result.
The Average Page 2 Traffic from Google is 11.96%
In a survey I did of 100 websites, the average page 2 traffic was 11.96%.
You can see the data below.
Now granted these are popular high traffic websites.
How to find out page 2 traffic
I used a keyword research tool called Ahrefs.
Their software estimates search traffic and click volume.
Granted these are just estimates because no one except Google really know the real search traffic and clicks.
Here’s how to estimate page 2 traffic to a website using Ahrefs.
- Go to Ahrefs.com
- Site Explorer
- Enter URL
- Click Top Pages
- Select All Countries
- You will see total traffic
- Then in the position filter box enter from 11 and enter
- Now you divide this number by the total traffic to get the percentage of traffic from page 2 and beyond.
ps: Ahrefs update their data regularly so what you see above may differ if you search Ahrefs today.
I’ve used position 11 to define the start of page two.
However when you look at the top search results today they are filled with questions, maps, snippets, adverts and images before you see the actual organic results.
Anyway, this was a very basic study but here’s the key takeaway.
- You can still get a lot of traffic to your website even though you are not on Google page 1.
- Why aren’t you examining your keywords on page 2 and improving these pages to rank higher ?
- If page 2 can earn you traffic shouldn’t you be researching and creating more content ?
How to outrank a page 1 result
The Ahrefs keyword difficulty score provides an estimate of how many referring domains you will need to your page to rank in the top 10 results.
You have a chance of outranking very high domain rated websites on page one “if you build more quality backlinks to your page than they have”.
Whilst these statistics provide great insight into Google, the bottom line is that you still need a strategy to target your search audience.
Research, content production, promotion and link earning are the key elements of that strategy in growing organic traffic.