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Having your site on Google page one versus being on page 2. Does it matter? How much better is page one anyway?

A good while back, I ran across some quoted stats about this very thing. And today, I ran across an even more thorough discussion at Lilengine.com so let me share it with you.

But first, let me point out that the study was some years ago and it dealt with AOL search data. But I’ve not seen any similar study done for Google or any other search engine, so that makes this information the best and latest data that I am aware of – and I see no reason why it would not be relevant to Google, Yahoo, Bing, etc since this seems to be about human behavior, not the particularities of one search engine over another.

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“In 2006, some AOL search engine ranking data was leaked, and SEO researchers pounced. The analysis showed that the number one position brings with it a 47% average click through rate. Positions two, three, and four have click through rates of 13%, 9%, and 7%. Clearly, bringing your ranking up from third or fourth to first makes an enormous difference in a site’s traffic and its bottom line if it is a commercial site.

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