There has been some discussion on how much #1 place in SERPs really matters. Some say it doesn’t matter so much as long as you are on the first page while others claim most of the search traffic goes to first places. Since we have the AOL search data we can do a little research.

Where do people click in AOL SERPs?

Number of user clicks per page

90%! Wow! This is a lot more than I have expected. If one wants to see some search engine traffic his website must be on first page for desired search keyword.

Number of user clicks per position

First is best by far. Almost half of the users clicked on the first result.

Based on the revealed AOL search data we can conclude that highest positions in search results receives almost all the traffic. Winner takes it all.

It would be nice to see similar statistical breakdown with thematic of the search query (brand, health, technology, …) included. It is well known that in some fields people dig deeper and go further…