Backlinko published a new CTR study based on 4 million Google search results.
The data is a must-read for anyone working in SEO or PPC.
Key insights:
CTR by position
– Position 1: around 40 percent
– Position 2: around 19 percent
– Position 3: around 10 percent
– Position 10: just 2 percent
Only 0.44 percent of users reach page 2
User behavior
– 50 percent of users click within 9 seconds
– Average time to first click: 14.6 seconds
– Only 9 percent scroll to the bottom of page 1
– 65 percent click on organic results
– 19 percent interact with ads
– 42 percent click the local pack for local searches
CTR influencers
– Shorter URLs tend to perform better
– Well-written meta titles and descriptions still matter
– Schema and brand signals (like favicons and site names) improve visibility
– Rich results like Shopping or featured snippets can reduce clicks on traditional listings
