How Searchers See and Click on Google's Search Results
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How Searchers See And Click on Google’s Search Results

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  Tweet This!.

SERP Clicks

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  Tweet This!
  • 9.9% of clicks on a SERP go to the top sponsored ad  Tweet This!
  • 32.8% of clicks go to the 1 organic listing on a SERP  Tweet This!
How Searchers See and Click on Google's Search Results

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About Douglas Karr

Douglas Karr is the founder of The Marketing Technology Blog and recognized MarTech expert. Doug is a Keynote and Marketing Public Speaker. He's the CEO of DK New Media, an agency specializing in assisting marketing technology companies with their inbound marketing - leveraging social media, blogging, search engine optimization, pay per click and public relations. He's assisted SaaS companies like Angie's List, GoDaddy, Salesforce, Webtrends, and SmartFOCUS with their digital marketing and product strategies. Douglas is also the author of Corporate Blogging for Dummies.

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