Average click-through rate for non-branded, informational queries. Branded queries average 2-4x higher CTR at every position.
| SERP Position | Avg. CTR | Traffic Share vs. #1 | CTR Bar |
|---|---|---|---|
| #1 | 27.6% | 92% | |
| #2 | 15.8% | 53% | |
| #3 | 11.0% | 37% | |
| #4 | 8.0% | 27% | |
| #5 | 7.5% | 25% | |
| #6 | 6.1% | 20% | |
| #7 | 4.9% | 16% | |
| #8 | 3.9% | 13% | |
| #9 | 3.3% | 11% | |
| #10 | 2.5% | 8% |
Click-through rates for specific SERP features beyond standard blue links.
Featured Snippet (Position 0)
Can cannibalize #1 clicks
8.6%People Also Ask
Varies by query intent
3.0%Local Pack (3-Pack)
Maps + local queries
24.0%Image Pack
Visual search results
3.5%Video Carousel
YouTube-dominant
4.1%Page 1 or nothing
Positions 1-10 receive 91% of all clicks. Position 11+ (page 2) averages less than 1% CTR. If you rank #11, you essentially don't exist.
Featured Snippet nuance
Featured snippets (position 0) average 8.6% CTR but can actually reduce clicks to the main link. The net CTR for pages that own a featured snippet is often lower than a clean #1 ranking.
Local Pack priority
For local queries, the 3-Pack gets 24% CTR — often higher than traditional position #1. Optimizing Google Business Profile is frequently the highest-leverage SEO action for local businesses.
Bing Organic BenchmarksDuckDuckGo Organic BenchmarksOrganic Search OverviewGoogle Ads BenchmarksCTR BenchmarksImport a campaign export and see each metric placed against the benchmark for your industry and channel.
Get started freeInvite-only right now · 14-day free trial when you join