Organic CTR by position · Google Search · 2026
31.7%
Position #1, median organic CTR
Cross-industry medians for non-branded queries on Google Search.
Position #1 31.7% Position #2 14.7% Position #3 9.9% Position #4 6.4% Position #5 4.6% Positions #6–10 2.5% Page 2 (11–20) 0.5%P25 = top performers, P75 = bottom quartile. Branded queries excluded from these figures.
| Segment | Median | P25 (Bottom) | P75 (Top) | Elite |
|---|---|---|---|---|
| Position #1 | 31.7% | 22.4% | 42.2% | - |
| Position #2 | 14.7% | 10.4% | 20.2% | - |
| Position #3 | 9.9% | 6.8% | 14.1% | - |
| Position #4 | 6.4% | 4.2% | 9.4% | - |
| Position #5 | 4.6% | 2.9% | 7.0% | - |
| Positions #6–10 | 2.5% | 1.1% | 4.4% | - |
| Page 2 (11–20) | 0.5% | 0.2% | 1.1% | - |
CTR varies by market. English-speaking markets and Western Europe see higher #1 CTRs. Emerging markets show lower CTR due to SERP feature differences.
North America (US + Canada) 34.2% Western Europe 31.4% Asia Pacific (excl. South Asia) 26.8% Latin America 29.2% MENA 25.6% Sub-Saharan Africa 22.4% South Asia (India + BD + PK) 24.2%Position #1 median CTR ranges from 22% in Sub-Saharan Africa to 34% in North America, driven by SERP feature differences and user behavior.
| Segment | Median | P25 (Bottom) | P75 (Top) | Elite |
|---|---|---|---|---|
| North America (US + Canada) | 34.2% | 24.8% | 45.8% | - |
| Western Europe | 31.4% | 22.4% | 43.2% | - |
| Asia Pacific (excl. South Asia) | 26.8% | 18.4% | 37.4% | - |
| Latin America | 29.2% | 20.4% | 40.4% | - |
| MENA | 25.6% | 17.8% | 36.2% | - |
| Sub-Saharan Africa | 22.4% | 15.2% | 32.8% | - |
| South Asia (India + BD + PK) | 24.2% | 16.8% | 34.6% | - |
Google dominates CTR data. Bing and DuckDuckGo have similar position-based CTR curves but at 15–20% lower absolute rates.
| Segment | Median | P25 (Bottom) | P75 (Top) | Elite |
|---|---|---|---|---|
| Google Search (Position #1) | 31.7% | 22.4% | 42.2% | - |
| Bing Search (Position #1) | 26.2% | 18.4% | 36.4% | - |
| DuckDuckGo (Position #1) | 24.4% | 16.8% | 34.2% | - |
| Google Search (Position #3) | 9.9% | 6.8% | 14.1% | - |
| Bing Search (Position #3) | 8.2% | 5.4% | 11.8% | - |
Branded and navigational queries have significantly higher CTR due to direct user intent.
| Segment | Median | P25 (Bottom) | P75 (Top) | Elite |
|---|---|---|---|---|
| Branded queries | 42.6% | 28.1% | 61.4% | - |
| Navigational | 24.8% | 15.2% | 37.1% | - |
| Informational | 7.8% | 4.2% | 13.2% | - |
| Commercial (review) | 11.1% | 6.4% | 18.3% | - |
| Transactional | 5.9% | 3.1% | 10.4% | - |
| Local intent | 14.2% | 7.8% | 24.1% | - |
In Google Search Console, filter queries to positions 4–15 with high impression volume. These are your highest-leverage opportunities — small CTR improvements at scale produce significant traffic gains without any ranking change.
02Your title tag is your organic ad headline. Test: adding the current year, a specific number (e.g., "17 Strategies"), or a clear benefit/outcome. Avoid keyword stuffing — write for humans first, then confirm the target keyword appears once.
03FAQ, HowTo, Review, Product, and Event schema can add visual elements to your SERP listing. Rich results consistently improve CTR by 10–30% at equivalent positions. Test with Google's Rich Results Test tool and monitor GSC for impression-to-click changes.
04Google rewrites ~70% of meta descriptions, but writing them forces you to think about the user's reason to click. Include a specific outcome, quantified benefit, or CTA. Keep to 150–155 characters to avoid truncation on desktop.
05Featured snippets appear above organic position #1 and can dramatically increase CTR for informational queries. Format content with clear definitions, numbered lists, or comparison tables directly answering the query. Winning a snippet while already ranking #1 can increase CTR by 20–30%.
Position #1 on Google averages 31.7% CTR across all query types. But this varies heavily by SERP features. If Google shows a featured snippet, map pack, or shopping carousel above organic results, the #1 organic result can drop to under 15% CTR. For most informational queries, 5–10% CTR from position #1 is realistic.
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These benchmarks are drawn from a multi-source benchmark cohort aggregated across industries and regions, covering the period Q1 2023 – Q4 2024. Figures on this page come from the Benchmarketing benchmark dataset: thousands of curated benchmark observations spanning channels, industries, and US metro areas, refreshed on a published schedule. Every statistic traces to a named source — no anonymous “studies show.” Data is sourced from:
The Benchmarketing 4-Band Method reads every marketing metric against four percentile bands — P25 (bottom quartile), median, P75 (top quartile), and elite (top ~10%) — for a specific industry and channel, instead of a single cross-industry average. Averages blend brand and non-brand campaigns, $500/month and $500,000/month accounts, and unrelated industries into a number almost nobody actually has.
Benchmarks reflect median values across large sample sets. Your industry, business model, and account maturity will cause variation. Use P25/P75 ranges to understand realistic distribution.
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