Google SEO: Don’t Swear by Pole Position Only

A study released in September 2011 and led by True Action Network shows Click-Through-Rates (CTR) for every ranking position of Google's Search Engine Results Page (SERP).

From an SEO point of view, what do we learn? 1st ranking position (what I call pole position) isn't as attractive as before!

Everyone agrees to say that having your website ranked on the 1st page of Google search results is extremely important as it gives you visibility, as well as drives traffic to your website.

However, the 1st ranking position is less important today than a few years ago according to the study. Indeed, the 1st ranking position CTR has decreased since 2006 and actually benefited to the 4 following positions.

The study was based on Google Webmaster Tools data from major e-commerce players which are also True Action Network’s clients.

The data enabled the company to compute the number of times when a search result is clicked compared to the number of times it is displayed (CTR), and then compared to AOL data dating back to 2006.

The sum of all CTRs reached 52.5% in 2011 (vs. 49% in 2006) meaning that over 1 out 2 Internet user clicks on organic results on the 1st search results page. 13% click on ads, and the remaining on other links such as Google Images, Videos, Shopping, etc.

The 1st ranking position attracts less Internet users than before: less than 1 out of 6 in 2011 vs. nearly 1 out of 4 in 2006.

On the contrary, CTRs of search results ranked between 2nd and 5th positions dramatically improved (over 50%). 

What does it mean for your SEO?

Findings of the study should help you understand that SEO isn't about the 1st position only. There are great chances that working to rank several keywords on positions 2, 3, 4, and 5 is more effective than focusing on getting  the pole position only.

Related article: CTR comparison between Google and Bing.