By Owen Fay . Posted on May 6, 2022

A lot of SEO effort goes towards attaining the #1 position on Google. But whats is the value of the #1 position on Google to get organic traffic? Is it worth it to make a run for the top position?

That is the question we try to answer in this study. As businesses and websites spend a ton of effort in their SEO initiatives, what is the mathematical calculation to decide whether to move up in the rankings or not?

For example, if you currently command the #5 spot for a keyphrase, how much time, money and effort should you spend to get to the #1 spot, and what will that give you?

Thanks to data provided from this Chitika study, we were able to get some critical insights into the breakdown of Google traffic by position in the search results.

So without further ado, let’s see the results.

Summary of Key Findings

  1. The #1 result in Google gets 34% of the organic traffic.
  2. Improving from #2 to #1 will double your organic traffic.
  3. The #1 position is worth #2, #3, #4 and #5 combined.
  4. Just #1 by itself is more than #5-#20 put together.
  5. But the biggest jump (143%) is from #11 to #10.

Obviously, everyone knows that the #1 spot on Google is where you want to be. It’s just kind of shocking to look at the numbers and see just how important it is, and how much of a jump there is from 2 to 1 – Daniel Ruby, Chitika Research Director

Before we proceed, let us look at the methodology here:

Study Methodology

This study was done using data from the Chitika network in June 2013.

In June 2013, Chitika Insights published a study using the Google SERP API to examine the value of each position in Google search results. Analysis of the study data revealed that the first position on an average Google search engine result page (SERP) garnered about 33% of Google search traffic.

To study how much traffic each position commands, Chitika Insights examined millions of online ad impressions. The user was referred to the page via a Google search in all these impressions. The user visited a Chitika-hosted site from a Google search page.

Chitika extracted the web page’s position from the referring Google URL within the last search results page. Do note that this was before the Panda release, after which Google started blocking the search query and position from the website.

Chitika Insights measured what percentage of Google traffic comes from each search results page position. The data set was drawn from a date range in June 2013 (raw numbers in the table below). Given that Chitika served tens of millions of search impressions at that time, this would undoubtedly represent a statistically significant sample.

Let’s dig in deeper now:

Raw Results

For the technically inclined, here are the raw results. The table below shows the breakdown of about 8M+ Google organic search clicks – broken down by their position.

Chitika traffic graph

Google Result Impressions Percentage
1 2,834,806 34.35%
2 1,399,502 16.96%
3 942,706 11.42%
4 638,106 7.73%
5 510,721 6.19%
6 416,887 5.05%
7 331,500 4.02%
8 286,118 3.47%
9 235,197 2.85%
10 223,320 2.71%
11 91,978 1.11%
12 69,778 0.85%
13 57,952 0.70%
14 46,822 0.57%
15 39,635 0.48%
16 32,168 0.39%
17 26,933 0.33%
18 23,131 0.28%
19 22,027 0.27%
20 23,953 0.29%

Numbers are based on a sample of 8,253,240 impressions across the Chitika advertising network in June 2013

Now let us dig deeper into the key findings:

The #1 result in Google gets 34% of the organic traffic

The initial goal of our study was to see the breakdown of Google traffic by position.

Since we ran one of the largest ad networks, the best data we had available was the pageviews of traffic coming in from Google. By extracting the “pos” value from the Google referring URL, we could determine the position of the page on the Google search results page.

What is clear from the data set is that the #1 position is by far the most valuable to the tune of 34% of overall traffic.

This key finding seems to make intuitive sense since most people click on the #1 link – since the #1 position also has a lot of spontaneous users. These are users who instinctively click on the #1 result without thinking.

Key Takeaway: If possible, making a run at the #1 position makes the most sense.

Jumping from #2 to #1 will double your organic traffic.

Now, if you notice carefully, the #2 spot commands about 17% of traffic. That means that if you can somehow (via smart SEO) improve from #2 to #1, it pretty much DOUBLES your traffic from your target keyphrase.

This finding is important.


Because sometimes, with small changes like adding a couple of backlinks or optimizing the headline, you can get a jump from #2 to #1.

What that means is: There are times when with very little effort, you can DOUBLE your traffic. So you need to constantly optimize your website to increase its authority and Page Rank.

Key Takeaway: Sometimes, with very little effort, you can double your traffic by moving from #2 to #1

The #1 position is worth #2, #3, #4 and #5 combined.

Notice how the percentage drops off quickly from #2 to #3 to #4 to #5. This is because users seem to have a tendency to click on the 1st result blindly. Or maybe max the 2nd.

Most SEO optimizers think that there is linear value in going to say #5 to #4. But that is a mistake. The value of jumping up in the rankings is EXPONENTIAL – not linear.

For example: Jumping from #8 to #1 will increase your traffic by 10 TIMES.

Key Takeaway: When calculating the amount of time, money, and effort to spend on SEO, correctly estimate the increased value by jumping just a few spots.

But the biggest jump (143%) is from #11 to #10.

Now, this is an easy hack. If you are on the 2nd page (say the #11 position), doing some simple things and jumping to the 1st page gets you the maximum bang for the buck.

An almost 143% jump in traffic. (Side note: The reverse holds true too! Falling off the 1st page could be very bad for your traffic)

This makes intuitive sense, too – since most users don’t bother clicking on the 2nd page.

What this means for you: Take a look at the SEO opportunities on your #11 position page and see if there are some simple things you can do to improve your ranking and jump to the 1st page.

Maybe it’s about adding a couple of internal links. Or promoting your page into the site-wide links. Another idea: Gaining 2-3 dofollow backlinks.

Maybe it’s about optimizing your meta descriptions. Or optimizing the part of your content that Google chooses to show for the description.

Side note: If you are at #10 on the 1st page, you should be wary – any of the 2nd-page results could bump you off the 1st page and cause you a traffic drop for that keyphrase.

Key Takeaway: Some limited SEO on your #11 position can give you a huge bump if you make it to the 1st page.

Some Observations

  1. It is crucial to keep in mind that this data does not mean that you should blindly aim for the top spot. Sometimes, the top spot is virtually unachievable.
  2. Rather, use this data to make an intelligent cost-benefit decision. By expending X amount of time, money, and effort on your result, which is currently at a given position, does the added benefit make sense? That is the question to ask.
  3. If you have exhausted all SEO methods, use some new techniques available like website optimization services to optimize your SEO. For competitive keyphrases, it’s an ongoing game to beat out the competition.

Summary and Conclusion

Again, I’d like to thank the Data team at Chitika for making this study possible.

If you’re interested in learning more about how we collected and analyzed the data for this study, here is the methodology that Chitika used for all its studies.

And in case you are curious, our new company, Poll the People, will be doing lot more studies like this. Our new tool can be used for SEO by optimizing your titles, headlines, meta description, slugs, and other SEO factors. In fact, just improving the user experience with our tool can give you the best bang for the buck.

Owen Fay

112 Comment

  1. Thos003

    The only question I have is “Where do the maps fall into this equation?”

    From the info I have seen the maps and other multimedia results in google’s universal search are breaking up the heat map on google’s page. Causing more time on site and ultimately more clicks to other parts of the page, other than the first organic, which should be good for the sponsors and google in turn.

    But, I still have not seen anyone else’s numbers on what the map listing is getting, from what little data I have, “I am just a pest control guy”, the 1st position in the maps with the maps in the 1st organic position equates on average to 8% CTR to your site. But this doesn’t calculate what maybe going to the Google Places page and then on to your site.

    Are there any other averages on the maps?

  2. Thos003

    BTW, google webmaster tools are a little out of whack, the maps section is counted as organic positions, so your real number of organics on the first page is 10+. 7 box plus, 10 organic listings, plus 1 news/live listing, and if your signed in 2 friend suggestions. So even at bare minimum the google results with a 7 box are 17. Right?

  3. Best Article Service

    This is a great article. When talking to a client I stress how important the front page of Google really is. Some just think that they need a good set of keywords. I try to change their thinking into ranking for a highly searched phrase with less competition. Why try to beat the bully at school when the little kid has just as much appeal.

  4. Carmen Brodeur

    WOW thanks for the valuable information. I am shocked by how much the number drops off below the fold. People really are too lazy to scroll down. Good thing monitors are getting bigger and bigger. I think as the larger monitors display the lower results above the fold those will get slightly more traffic in the future.

  5. Gary

    Thank you! it is always far easier to convince people of the importance of being at the top of the SERPs with data such as that provided in this article.

  6. David

    So hows the plans for doing an update now that Google Instant is rolling out, that would be super and im sure has a fair bit of interest to see how the data changes.

  7. Geoff Simon

    I would like to thank you guys @chitika for putting this all together. This is an area where data is scarce and many times unscientific and mysterious about the process.

    I wonder what this data would look like with Universal Search taking over the SERP’S page? It would be interesting to know if images are stealing clicks from video, web results, or if web results are losing clicks to news, video and other ways to search.

    WIth our own internal data, we were getting CTR’s much lower than the ones stated above, the site is large enterprise site funded with ad’s and anchored by a strong consumer brand know more for entertainment than publishing, but nonetheless. Our internal data used approximately 6500 visitors to measure CTR data on Universal search, I am not going to get in to specifics, but there is quite a big difference now between the #1 organic web position than previously measured in your study. You can postulate on what is causing this change in search behavior at a later time. Anyway, just wanted to share that bit of information and I look forward to seeing some more studies that incorporate Universal and Local search in the mix. Since this is what is trending white hot at the moment, it would be a great time to collect data on this subject while we have the opportunity.

  8. David

    Excellent portrayal of the drop-off effect based on search result position. Makes one think what is the point being in spot 1001 where Google does not even display the site. Also makes one wonder what the point is in chasing for higher placement in search engine results. Unless one gets to the top 10, it doesn’t matter. And for high demand keywords, it is an extremely difficult task to get to top-10.

  9. Jeff Hensiek

    Wow, this is a great graph. I’m always looking for graphs like these. The previous one I had was from 2006 and showed that the first spot got 40%. So it is nice to see that we still have continuity.

    This is great information. A lot of businesses like to have this kind of information as they are building their internet marketing plans.

    For more information about developing an internet marketing plan feel free to check out our website at

    Thanks for the post.

  10. Doug N

    Thanks for providing the data.

    I’ve been revisiting the AOL data and breaking it out by search type: navigational, informational, goods and services, comparison shoppers, etc.

    You numbers agree pretty well with my “goods and services” category, which is a blend of navigational searches and comparison shoppers. The numbers I got were:

    #1 33%, #2 14%, #3 12%, #4 8%, #5 6%, #6 6%, #7 4%, #8 4%, #9 4%, #10 4%


  11. Garrick Dunstan

    Very interesting and yes I can see this.  With number 4 and 3 positions I am still not seeing the traffic I expected which is why I searched for this article.  And it makes sense how often do you click on result 1, 2, 3 or 10?  As a writer mentioned below, it would be interesting to see how Ad Words top results affect these stats?

  12. Phillip

    Nice read Owen. I must admit being on the 1st page of Google is great for business. I have tried Fb ads before and must say it’s a waste of money. I will rather spend much more time building quality links to a site than paying to run ads. I liked the study because it just shows the power of being top 10. Keep up the good work.

  13. Fella Technologies

    Very Very Very amazing blog ever! This blog is very informative and helpful to us. Great full to be here. Thanks a lot! for sharing this wonderful blog. This is very helpful to me. Keep posting!

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