The AOL data allows us to find out how many people visit
more than one result page on AOL:
91.63% of the AOL users clicked on the results on the first
result page. Only 4.49% clicked a result from the second
result page, 2.19% clicked a result on the third result page
and even less people looked beyond the first three result
Which search result position gets the most clicks?
The AOL data also allows us to find out which search result
gets the most clicks. The following diagram shows the percentage
of user clicks per search result position:
Being #1 on the search results is best by far.
47.16% of the users clicked on the first result. That means
that the first position in the search results gets almost
half of the traffic.
It this also true for Google and Yahoo?
The numbers are for AOL users. Google and Yahoo
users might be from a different demographic group than AOL
users and they might have different search behavior. AOL
users are often less tech-savvy, when compared to Google
What does this mean to your web site?
The AOL data shows how important it is to be
listed on the first result page. The higher your search engine
rankings are, the better.
To be listed on the first result page on Google
and other major search engines, optimize
the content of your web pages and make
sure that your web site has good inbound links.
Optimized web page content and good inbound
links are the most important factors for high search engine
rankings. If your web site has both, it will be ranked on
the first result page of all major search engines.