Answer: Sites Ranked 1-4 in Google have the highest probability of getting clicked
The top 4 organic rankings in Google garner almost 2/3’s of all clicks.
#1 Result in Google = 36.4% Click through Rate
#2 Result in Google = 12.5% Click through Rate
#3 Result in Google = 9.5% Click through Rate
#4 Result in Google = 7.9% Click through Rate
Why do the top 4 spots get all the clicks?
Users look towards the top of the page.
This eye tracking study performed on a Google search results page shows that most eye movement is concentrated towards the top of the page. The most relevant search results are ranked highest on the search results page therefore these results contain the most bolded terms. When a user see’s these bolded terms they act as a signal of relevancy and their eye moves towards the top of the page.
Top rankings are “above the fold.”
Essentially you don’t have to scroll to see the top 4 rankings. With these rankings right in your face on just about every laptop, desktop or tablet it’s no surprise that they have the highest click through rate. However, as we think about search results on a mobile phone it’s even more important to have strong rankings as only 2 results are shown due to the smaller screen.
Auto complete keeps you up top.
With the ability to modify a search query in real time some Google users are relying on Google’s auto complete functionality to find what they are looking for. Using the auto complete functionality to find content keeps users at the top of the page which in turn limits their visible results to the top 5 or so.