Search Engine Results Position and Click Through Rate
I have an SEO client who asked for some hard data on the benefits of moving up the search engine results page. There’s not a lot out there, but I came across some AOL data that gives a little bit of guidance. I have massaged that 2006 AOL data into the following table.
This data should not be taken as gospel as Google users in 2007 may be a lot different to AOL users in 2006.
The other thing to note is that this data is for multiple search phrases covering all areas of interest. It also ignores the important aspect of Title and description.
Having said that, I see no real surprises in the results. Even moving from position 2 to position 1 can make a big difference in this case multiplying the click-through rate by a factor of 3.5
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