All the hype you continually hear about how important it is to get on Page 1 of search engine result pages turns out to be … right on the money.
In a just-released study from digital marketing company iCrossing, nearly 9 million “non-branded” search queries conducted on Google, Yahoo and Bing were analyzed, with the clickthrough percentages from the first, second and third pages of the search engine results (SERPs) tallied.
It turned out that more than 8.5 million clickthroughs were made from the first page of results – a whopping 95% of the total. The rest was just crumbs: Clicks off the second page came in under 250,000, while third-page clicks clocked in at a paltry ~180,000.
The results were essentially the same for the three major search engines (all at 95% or 96%) – so it’s a clean sweep across the board and clearly behavior that fits all across the spectrum.
What this suggests is that when searching on generic or descriptive terms, most people will not go past the first page of results if they can’t find a site link that interests them. If they don’t hit paydirt on the first page, they’re far more likely to try another search using different keywords or phrases until they find a site on Page 1 that does the trick.
Comparing this newest iCrossing study with research from a few years back reveals that Page 1 clicks represent an even higher proportion today; earlier studies from a few years back had it pegged at 80% to 90%.
The implications of this study are be clear: if you’re looking to attract visitors to your site via generic or descriptive subject searches, you’d better make sure your site is designed so that it achieves first-page ranking … or your web efforts will be for naught.
That being said, the recipe for success in ranking hasn’t changed much at all. Despite all of the tempting “link juice” tips and tricks out there, the main keys to getting high rankings continue to be creating loads of good web content … speaking the same “language” as searchers (however inaccurate that might be) … and maintaining lots of good links to and from your site to increase its “relevance” to search engines.
No doubt, it’s getting tougher to achieve Page 1 ranking when there’s so much competition out there, but it’s well worth the effort.