As some of you may remember Aol accidentally let a load of data loose on to the internet ( http://news.bbc.co.uk/1/hi/technology/5255732.stm ) and some SEO’ers have made some good use of this – including me !
I would love to say that I crunched the original data, but that credit goes to http://www.jimboykin.com/click-rate-for-top-10-search-results/
However I have done a little data manipulation of my own….the reason is because I use a programme called web ceo, which has a ‘ranking score’ formula which helps me get ‘clean metric’ for how one web site is doing against another for a standard set of keywords. In many cases this is not important, but when you are putting business cases together, or your trying to make things simple for decision makers, having a simple number makes thing far simpler.
the other point about this data is that ‘winner takes all’ – as you can see from this pie chart !
Formula adjustment for top 20 rankings – their importance is based on the percentage of click through per position – so if 1 = 100%, then No 2 = 28% because it only gets a 3rd of the traffic of No1.
Where I find this data extremely useful is when I’m building a business case, so I would use overture, pick my keywords, multiply them by 3.5 to get the complete UK search volume per month and then run these numbers through my percentages to work out how much traffic we can expect per position on the rankings.
Results in:
Total Searches: 9,038,794
Total Clicks: 4,926,623
% of clicks
Click Rank1: 2,075,765 42.13%
Click Rank2: 586,100 11.90%
Click Rank3: 418,643 8.50%
Click Rank4: 298,532 6.06%
Click Rank5: 242,169 4.92%
Click Rank6: 199,541 4.05%
Click Rank7: 168,080 3.41%
Click Rank8: 148,489 3.01%
Click Rank9: 140,356 2.85%
Click Rank10: 147,551 2.99%
1st page: 4,425,226 89.82%
2nd page: 501,397 10.18%
Below is a pie chart showing relative amount of click through per position on a typical search engine rankings page
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