The Importance of Page-One Visibility
The Importance of Page-One Visibility
iCrossing
Digital Marketing firm iCrossing recently published a study that analyzed the natural search traffic of multiple clients from a diverse set of vertical industries. They found that more than 95% of all site traffic from search engines came from page one search results. The percentage of page one traffic by search engine (Google, Yahoo, Bing) did not vary (95%).
Key findings include:
- 95.3% of all non-branded natural search traffic comes exclusively from page one search results
- Less than 2% of natural search traffic comes from search results beyond page two
- Results varied by industry, for consumer centric industries page one drives a higher share of natural search traffic than for other industries.
Source: iCrossing
These findings attribute a significantly higher percentage of traffic to page one search results than previously published industry findings. The AOL data leak from several years ago, for example, revealed a click through rate that is 5% lower and a recent IAB Europe and InSites Consultancy report concluded more than 40% of European users give up after checking the first 10 search results.