A recent study from Chitika illustrates just how important search rankings are. According to the analysis (limited to Google search results in the US and Canada), the top position enjoys 32.5% share of traffic, almost double the 17.6% afforded the next result. From there the declines continue, with the 10th position garnering just 2.4% of the search traffic. The results are remarkably similar to another study conducted by Chitika 3 years ago, which found the top position fetching about 34% of traffic.
While that’s a steep slope, it’s nothing compared to the drop-off when going from page 1 to page 2. With results on the first page getting a hefty 91.5% of traffic, page 2 manages slightly less than 5%, and page 3 just over 1%. In other words, very few searchers make it past the first page, and the drop off in traffic from the last spot on one page to the first on the next is significant (140% from 10th to 11th result and 86% from 20th to 21st). Read the rest at MarketingCharts.