{"id":192144,"date":"2025-10-22T05:53:48","date_gmt":"2025-10-22T10:53:48","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=192144"},"modified":"2025-10-23T05:22:12","modified_gmt":"2025-10-23T10:22:12","slug":"almost-all-clicks-happen-in-the-top-10-results","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/almost-all-clicks-happen-in-the-top-10-results\/","title":{"rendered":"96.98% of Clicks Happen in the Top 10 Search Results"},"content":{"rendered":"<div class=\"intro-txt\">How many clicks and impressions come from rankings beyond Google\u2019s first&nbsp;page?<\/div>\n<p>To find out, we analysed billions of clicks and impressions from Google Search Console. Our findings are a good reminder: page one is where the <em>overwhelming<\/em> majority of clicks and impressions happen.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"97% of desktop clicks happen in the top 10\" data-section=\"one\">\n<h2><a id=\"post-192144-_ljr1zttqb1z9\"><\/a>96.98% of desktop clicks happen in the top&nbsp;10<\/h2>\n<\/div><\/div>\n<p>In August 2025, <strong>96.98%<\/strong> of desktop clicks in the US happened within the top 10 results. Mobile clicks were even higher, with <strong>97.56%<\/strong> happening on the first page of Google:<\/p>\n\n<table id=\"tablepress-477\" class=\"tablepress tablepress-id-477 tablepress-responsive tablepress-ahrefs-width-720px\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">2025-08-01<\/th><th class=\"column-2\">Top 10<\/th><th class=\"column-3\">11-20<\/th><th class=\"column-4\">21-30<\/th><th class=\"column-5\">&gt;30<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Desktop click percentage<\/td><td class=\"column-2\">96.98<\/td><td class=\"column-3\">1.77<\/td><td class=\"column-4\">0.56<\/td><td class=\"column-5\">0.7<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Mobile click percentage<\/td><td class=\"column-2\">97.56<\/td><td class=\"column-3\">1.52<\/td><td class=\"column-4\">0.49<\/td><td class=\"column-5\">0.42<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-477 from cache -->\n<p>On desktop, just 3.03% of clicks occurred outside the top 10. On mobile, that figure was even lower, at 2.43% of clicks.<\/p>\n<p>Looking back over the last two years, this is a very consistent trend. Almost all clicks happen in the top 10 results, never dropping below 95.5% of total clicks:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1594\" class=\"wp-image-192145\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-1.png\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-1.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-1-427x425.png 427w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-1-768x765.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-1-1536x1530.png 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-1-120x120.png 120w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>If we remove the data for the top 10, we can see the clicks attributed to lower-ranking pages more clearly.<\/p>\n<p>Over the past two years, pages outside of the top 10 results have never contributed more than <strong>4.37%<\/strong> of total clicks.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1594\" class=\"wp-image-192146\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-2.png\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-2.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-2-427x425.png 427w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-2-768x765.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-2-1536x1530.png 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-2-120x120.png 120w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> Cumulative clicks and impressions for positions &gt;30 are greater than positions 21-30, because the position &gt;30 bucket includes rankings from 31 through to 1,000.<\/div>\n<p>It\u2019s a similar story for mobile clicks. Over the past two years, most mobile clicks have happened within the top 10 results, never falling below 95.63% of total clicks:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1594\" class=\"wp-image-192147\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-3.png\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-3.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-3-427x425.png 427w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-3-768x765.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-3-1536x1530.png 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-3-120x120.png 120w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>In recent months, the top ten has become even more important for mobile searchers. From June this year, we can see a reduction in mobile clicks to URLs in positions ten and beyond:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1594\" class=\"wp-image-192148\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-4.png\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-4.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-4-427x425.png 427w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-4-768x765.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-4-1536x1530.png 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-4-120x120.png 120w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"54% of desktop impressions happen in the top 10\" data-section=\"two\">\n<h2><a id=\"post-192144-_oy7s2erge0ph\"><\/a>54.29% of desktop impressions happen in the top&nbsp;10<\/h2>\n<\/div><\/div>\n<p>Looking at impressions in August, most impressions also happen on the first page of Google: 76% for mobile users and 54.29% for desktop users.<\/p>\n<p>But interestingly, a large percentage of desktop impressions happen beyond position 30: 28.93% of all impressions.<\/p>\n\n<table id=\"tablepress-478\" class=\"tablepress tablepress-id-478 tablepress-responsive tablepress-ahrefs-width-720px\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">2025-08-01<\/th><th class=\"column-2\">Top 10<\/th><th class=\"column-3\">11-20<\/th><th class=\"column-4\">21-30<\/th><th class=\"column-5\">&gt;30<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Desktop impression percentage<\/td><td class=\"column-2\">54.29<\/td><td class=\"column-3\">10.79<\/td><td class=\"column-4\">5.98<\/td><td class=\"column-5\">28.93<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Mobile impression percentage<\/td><td class=\"column-2\">76<\/td><td class=\"column-3\">10.61<\/td><td class=\"column-4\">3.04<\/td><td class=\"column-5\">10.35<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-478 from cache -->\n<p>Given that clicks for URLs beyond position 30 are almost nonexistent, it\u2019s likely that these impressions are registered by bots and scrapers.<\/p>\n<p>Looking at the historical trend, impressions for URLs in positions &gt;30 are trending upwards, while impressions in the top 10 show a corresponding drop.<\/p>\n<p>If this is reflective of a recent surge in bot activity, it might go some way to explaining Google\u2019s deprecation of the &amp;num=100 parameter:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1594\" class=\"wp-image-192149\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-5.png\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-5.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-5-427x425.png 427w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-5-768x765.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-5-1536x1530.png 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-5-120x120.png 120w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>There\u2019s a similar (although less pronounced) trend in mobile impressions too:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1594\" class=\"wp-image-192150\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-6.png\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-6.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-6-427x425.png 427w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-6-768x765.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-6-1536x1530.png 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-6-120x120.png 120w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<h2><a id=\"post-192144-_6e97yrd9qo8l\"><\/a>Final thoughts<\/h2>\n<p>Almost all clicks in organic search\u201496.95% on desktop, and 97.56% on mobile\u2014happen within the top 10 search results. It seems likely that impressions far beyond those pages are bots and scrapers (and not real people).<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>To find out, we analysed billions of clicks and impressions from Google Search Console. Our findings are a good reminder: page one is where the overwhelming majority of clicks and impressions happen. In August 2025, 96.98% of desktop clicks in<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":194,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[414,335],"tags":[],"coauthors":[457,467],"class_list":["post-192144","post","type-post","status-publish","format-standard","hentry","category-data-studies","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>96.98% of Clicks Happen in the Top 10 Search Results<\/title>\n<meta name=\"description\" content=\"How many clicks and impressions come from rankings beyond Google\u2019s first page?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/almost-all-clicks-happen-in-the-top-10-results\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"96.98% of Clicks Happen in the Top 10 Search Results\" \/>\n<meta property=\"og:description\" content=\"How many clicks and impressions come from rankings beyond Google\u2019s first page?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/almost-all-clicks-happen-in-the-top-10-results\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-22T10:53:48+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-23T10:22:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/word-image-192144-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"1594\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ryan Law, Xibeijia Guan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@thinking_slow\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/almost-all-clicks-happen-in-the-top-10-results\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/almost-all-clicks-happen-in-the-top-10-results\\\/\"},\"author\":{\"name\":\"Ryan Law\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/e63cf0d276886d0391667a066edafeda\"},\"headline\":\"96.98% of Clicks Happen in the Top 10 Search Results\",\"datePublished\":\"2025-10-22T10:53:48+00:00\",\"dateModified\":\"2025-10-23T10:22:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/almost-all-clicks-happen-in-the-top-10-results\\\/\"},\"wordCount\":460,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/almost-all-clicks-happen-in-the-top-10-results\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/10\\\/96.98-of-clicks-happen-in-the-by-ryan-law-data-studies.jpg\",\"articleSection\":[\"Data &amp; 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