Search Engine Results Position and Click Through Rate

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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.

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