Google Page 1 and 2 Statistics – all you need to know

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    This is a round up of all Google page 1 and 2 statistics that I have curated from various top authority websites and resources.

    <50% of Google searches result in clicks

    Less than 50% of Google searches result in clicks.

    Therefore Google solve 48.96% of searches without a click.

    This is called the zero click search phenomena.

    zero click searches in google graphic

    7.2% of all search clicks go to paid results

    Sparktoro also found that 7.2% of search clicks go to Google paid results.

    where users click after searching google

    Above the fold

    According to Ahrefs, 12.29% of search queries have a featured snippet.

    search queries with most frequent snippets image

    The search queries that have the most frequent snippets contain these words :

    • recipe
    • best
    • vs
    • make
    • definition
    • can 
    • windows
    • get
    • cost

    Featured snippets on Page 1

    Advanced Web Rankings show the type of featured snippets and how often they appear in the search results.

    The following are the featured snippets that appear on desktop devices with a comparison between USA and UK search queries.

    • Images
    • Local Pack
    • Videos
    • People also ask
    • Knowledge panel
    • Adwords
    • Featured snippets
    • Sitelinks
    • Top stories
    • Tweets
    • Carousel

    This data is based on search queries between 04 September and 04 December 2019.

    google serp features desktop image

    Features are different on mobile devices as shown in this comparison of USA and UK mobile search queries.

    google search features on mobile graphic

    Page 1 Below the Fold

    • Rank #1 in 2015 … you are 150 pixels from the top.
    • Rank #1 in 2019 … you are 640 pixels from the top.
    below the fold 2015 and 2019 comparison image

    How long to rank on page 1 of Google ?

    Ahrefs study revealed that only 5.7% of pages rank in top 10 for at least one keyword within a year.

    Average page 1 position click through rates

    Advanced Web Rankings produce a study that updates regularly that shows you the click through rates for different countries and different industries.

    UK Click Through Rates

    Here are the click through rates in October 2019 for the UK based on 13,113 websites and over 12 million keywords.

    uk click through rates mobile versus desktop 2019
    • Desktop Devices UK
    • Position 1 – 32.42%
    • Position 2 – 15.25%
    • Position 3 – 9.38%
    • Position 4 – 5.98%
    • Position 5 – 4.07%
    • Position 6 – 2.94%
    • Position 7 – 2.18%
    • Position 8 – 1.70%
    • Position 9 – 1.36%
    • Position 10 – 1.11%
    • Mobile DevicesUK
    • Position 1 – 29.33%
    • Position 2 – 15.31%
    • Position 3 – 10.18%
    • Position 4 – 7.47%
    • Position 5 – 8.25%
    • Position 6 – 4.05%
    • Position 7 – 2.69%
    • Position 8 – 1.98%
    • Position 9 – 1.50%
    • Position 10 – 1.17%
    uk click through rates mobile versus desktop comparison 2019

    USA Click Through Rates

    Here are the click through rates in October 2019 for the USA based on 13,113 websites and over 12 million keywords.

    USA click through rates mobile versus desktop 2019
    • Desktop – USA
    • Position 1 – 29.98%
    • Position 2 – 15.73%
    • Position 3 – 9.55%
    • Position 4 – 6.06%
    • Position 5 – 4.13%
    • Position 6 – 2.89%
    • Position 7 – 2.11%
    • Position 8 – 1.60%
    • Position 9 – 1.24%
    • Position 10 – 1.01%
    • Mobile – USA
    • Position 1 – 22.78%
    • Position 2 – 13.76%
    • Position 3 – 9.46%
    • Position 4 – 7.26%
    • Position 5 – 7.31%
    • Position 6 – 3.52%
    • Position 7 – 2.44%
    • Position 8 – 1.83%
    • Position 9 – 1.41%
    • Position 10 – 1.08%
    USA click through rates mobile versus desktop comparison 2019

    The number 1 result gets around 30% of organic clicks

    So based on the above data study the number 1 result will earn around 30% of organic clicks.

    The number 1,2 & 3 results earn 59.66% on desktop

    And number 1, 2 and 3 results earn 59.21% of visits on mobile devices.

    Google Page 2 clicks

    Whilst this is a page 1 study, I’ve also looked at the click through rates for page 2 results for desktop and mobile devices.

    So by my reckoning page 2 results get 12.46% of clicks on desktop devices and 11.63% of clicks on mobile devices.

    In my study of 100 random websites, they earn 11.96% of traffic from page 2 and beyond.

    Page 2 Click Through Rates – UK

    uk click through rates on page 2 of google image

    The above chart can be misleading as it shows an increase in positions 18 to 20.

    So looking at all top 20 positions better illustrates click through rates.

    uk click through rates on page 2 of google graphic

    Page 2 Click Through Rates – USA

    There’s also a peak in click through rates at positions 17 to 20 on mobile devices in the USA.

    USA click through rates on page 2 of google image
    USA click through rates on page 2 of google image

    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 parallax scrolling effect.

    Could “more results” be the reason for the rise in CTR in positions 18 to 20 on mobile devices ?

    How much traffic do you get from Page 2 in Google ?

    You’ve heard the old SEO joke.

    what’s the best place to bury a dead body?”

    Answer

    Page 2 of Google

    Well, guess what ?

    It’s an urban legend.

    It’s nonsense.

    Here’s the proof.

    I examined the organic traffic to 100 randomly chosen websites.

    I found, that on average, these websites get 11.96% of their traffic from page 2 and beyond.

    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.

    Here’s the full list of websites used in the study.

    SiteTotalPage 2 Traffic% of total
    Ahrefs.com498,23121,6124.34%
    backlinko.com233,19527,62711.85%
    neilpatel.com1,214,729150,12212.36%
    wordstream.com1,233,594115,0819.33%
    entrepreneur.com4,619,841777,75116.84%
    hubspot.com7,026,196692,4849.86%
    smallseotools.com4,528,611161,7443.57%
    beatport.com2,432,769535,48722.01%
    discogs.com22,428,0384,207,10818.76%
    imdb.com445,546,08616,015,3423.59%
    screenrant.com10,726,4012,432,92822.68%
    efinancialcareers.com205,06429,59414.43%
    kaplanfinancial.com137,8324,7913.48%
    michaelpage.co.uk117,00433,52328.65%
    jobsite.co.uk887,18949,9675.63%
    s1jobs.com199,9737,6693.84%
    asos.com11,613,352543,8984.68%
    schuh.co.uk1,191,36050,3984.23%
    office.co.uk1,098,55154,9615.00%
    dunelondon.com263,66925,4319.65%
    routeone.co.uk102,4565,1225.00%
    skatehut.co.uk177,03510,8946.15%
    maddgear.com14,6904102.79%
    proskatersplace.com4,4881,07724.00%
    uk.callawaygolf.com/12,3414954.01%
    odysseygolf.com33,5601,7335.16%
    callawaygolf.com255,0929,9453.90%
    golfweek.com323,94159,72518.44%
    justanswer.co.uk56,57711,84920.94%
    howtomendit.com3,37497728.96%
    heatingforce.co.uk44,2555,37212.14%
    idealboilers.com35,2639632.73%
    cityplumbing.co.uk99,6039,1749.21%
    grahamplumbersmerchant.co.uk19,1892,04110.64%
    creditfix.co.uk9,1581,07211.71%
    scotlanddebt.co.uk2,18242819.62%
    equifax.co.uk113,7215,1594.54%
    resolver.co.uk505,73757,57511.38%
    usopen.com241,7257,6903.18%
    ticketcity.com487,478101,11920.74%
    barrystickets.com162,20143,45426.79%
    hollywoodbowltips.com3,5122557.26%
    ibiza-spotlight.com150,59512,7038.44%
    theculturetrip.com7,488,942841,31411.23%
    tripsavvy.com9,432,9721,162,50712.32%
    aircondirect.co.uk28,1256152.19%
    choosedehumidifier.co.uk10,0144274.26%
    unibond.co.uk9,9466646.68%
    ultimatehandyman.co.uk47,63211,58324.32%
    lightwiring.co.uk12,3565964.82%
    socketstore.co.uk16,1281,0716.64%
    livinghouse.co.uk4,86463913.14%
    nordic.co.uk2,5482017.89%
    victorianplumbing.co.uk491,39624,9685.08%
    redbull.com3,665,667544,74314.86%
    motorsport.com4,986,286370,2737.43%
    autoblog.com2,513,740679,95627.05%
    repairpal.com1,366,423143,24110.48%
    cartreatments.com71,81811,77816.40%
    transmissionrepaircostguide.com208,72911,9295.72%
    jasperengines.com95,1804,3654.59%
    onthemarket.com2,387,82281,3273.41%
    placebuzz.com299,78133,85511.29%
    williamhbrown.co.uk87,06013,23315.20%
    propertypal.com547,47417,9733.28%
    simplybusiness.co.uk234,82316,5937.07%
    rocketlawyer.co.uk92,0358,0218.72%
    pandadoc.com248,96127,97011.23%
    betterproposals.io15,0282,67517.80%
    sparktemplates.com3,00879826.53%
    fundly.com139,9109,2756.63%
    collegefashionista.com17,4383,60720.68%
    brickunderground.com156,79326,28916.77%
    leasebreak.com15,8391,3978.82%
    wiseradvisor.com2,81771025.20%
    feeonlynetwork.com9,9847197.20%
    wealthcareforwomen.com1,30217413.36%
    edivorce.org13,8131,45410.53%
    3stepdivorce.com9,4802,32924.57%
    masterclass.com428,58479,01518.44%
    writersdigest.com413,87336,5308.83%
    stevenpressfield.com9,2857327.88%
    scriptmag.com31,2466,27120.07%
    greenlightmymovie.com2,43625610.51%
    webfilmschool.com7,4551,03513.88%
    careersinmusic.com143,15313,4999.43%
    bedroomproducersblog.com84,75610,34212.20%
    pluginboutique.com177,6539,8095.52%
    pro-tools-expert.com92,01017,04118.52%
    splice.com632,24831,8575.04%
    looplabs.com83,0241,7832.15%
    canonicalized.com1,49830520.36%
    robpowellbizblog.com9,5901,54816.14%
    seobythesea.com2,4301,45159.71%
    seoexpertbrad.com48,5744,5339.33%
    reputationmanagement.com15,6831,5629.96%
    synup.com39,4463,3408.47%
    brightlocal.com26,8283,77214.06%
    wordstream.com1,221,826113,6329.30%
    optinmonster.com170,42522,65013.29%
    digitalmarketer.com61,7625,4828.88%

    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.

    Key Takeaways

    • 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 prediction 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”.

    Adwords click thru rate statistics

    According to WordStream (in August 2019) click through rates for paid clicks varies per average position.

    • Position 1 – 6% +
    • Position 2 – 4-5%
    • Position 3 – 2-3%
    • Position 4 – 1-2%

    Summary

    My data and charts have been “remixed” from the wonderful data providers I’ve mentioned; so please check out their original studies.

    It’s not all doom and gloom interpreting these studies.

    SEO is far from dead; for every paid click there are still 11.6 clicks to an organic results.