How do searchers see and click on Google's results in a Search Engine Results Page (SERP)? Interestingly, it hasn't changed much over the years – as long as it's just organic results only. However – be sure to read the Mediative whitepaper where they've compared different SERP layouts and the results within each. There's a demonstrable difference when Google has other features included on the SERP like carousels, maps, and knowledge graph information.
A top ranked site still attains 83% of the attention and 34% of the clicks on the SERP.
Mediative has studied this and provided a great graphic that details the interaction between searchers and sponsored ads, carousels, local listings, and organic listings. Click on the infographic above to see it in its entirety.
People are not interacting with Google’s search engine results pages in the same way they did a decade ago, largely due to the introduction of new elements on the SERP in addition to the organic listings (paid ads, carousel results, knowledge graph, local listings etc). Where before, searchers would take their time to scan across the top listing horizontally from left to right, reading almost the full title, before moving down to the next listing, what we are seeing now is a much quicker, vertical scanning of the listings, with searchers only reading the first 3-4 words of a listings.
While the top organic listing captures almost the same amount of clicks as it did 10 years ago, we now see over 80% of all page clicks occurring to somewhere above the 4th organic listing, which means businesses must be listed somewhere in this area of the SERP to maximize the traffic to their site. Rebecca Maynes, Mediative
Some highlighted behaviors:
- Only 1% of organic search users click to the Next Page
- 9.9% of clicks on a SERP go to the top sponsored ad
- 32.8% of clicks go to the #1 organic listing on a SERP