2006 November :. Willeitner Blog

The Distance Between First and Second

Tuesday, November 28th, 2006

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In the Olympics, the time between first and second place in the sprinting events is measured in milliseconds. Not so for search results I’m afraid.

I looked at the AOL user data that was release a while ago and here are the percentage of clicks that each position gets:

       Share of Clicks
1st       42.30%
2nd      11.92%
3rd       8.44%
4th       6.03%
5th       4.86%
6th       3.99%
7th       3.37%
8th       2.98%
9th       2.83%
10th     2.97%
11th     0.66%
12th     0.56%
13th     0.52%
14th     0.48%
15th    0.47%
16th    0.39%
17th     0.36%
18th     0.34%
19th     0.32%
20th     0.30%

When it comes to organic search results, the distance between first and second is huge. If you don’t have first place, then you’ll need first, second, third, fourth, and fifth place to make up for it.

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