Percentage of traffic from a top placement

I finally did my own experiment this year. I always wondered what percentage of traffic one can expect from a specific ranking. There are so many theories out there. I have heard as high as 10% for a #1 spot and as low as 1%. Where do the major drops occur? Is it top fold? Page 2? Now, the following is by no means statistically accurate, but this gives you a ball park to start.

The data below is calculated very simply: taking the total number of searches using the google keyword tool and the traffic we received from a particular keyword and created a percentage. I took fixed rankings, meaning, there was less than a 2% fluctuation of the ranking in Google during the month, I checked 3 times a day every day:

Experiment #1 -
Domain: eVisibility.com
Search Term: Internet Marketing Company
Position: 1
Total Google Monthly Searches: 8100
Total traffic to eVisibility: 243
Percentage of traffic to eVisibility: 2.9%
Title Tag: Internet Marketing Company – Online Marketing Company – eVisibility

Experiment #2 -
Domain: DannyDeMichele.com
Search Term: Internet Marketing Consultant
Position: 2
Total Google Searches: 6600
Total traffic to domain: 55
Percentage of traffic to Domain: .8%
title tag: SEO Consultant – Danny DeMichele – Internet Marketing Consultant

Experiment #3
Domain: BuyVanitiesOnline.com
Search Term: Bathroom Vanity
Position: #2
Total Google Searches: 110,000
total traffic to domain: 3,446
Percentage of total traffic to domain: 3%
Title Tag: Bathroom Vanities & Bathroom Vanity Cabinets – Free Shipping!

Experiment #4
Domain: buycouchesonline.com
Search Term: couches
Position: #4
Total Google Searches: 60,500
total traffic to domain: 2,091
Percentage of total traffic to domain: 3.4%
Title Tag: Couches & Sofas – Sofas Furniture | Discount Sofas & Couches

Experiment #5
Domain: buyentertainmentcentersonline.com
Search Term: entertainment centers
Position: #13
Total Google Searches: 550,000
total traffic to domain: 123
Percentage of total traffic to domain: 0.02%
Title Tag: Entertainment Centers | Entertainment Center Furniture

Ok – so here are some preliminary findings, again, not conclusive, but a good start.

1. Page 2, what page 2? – the different between a page 2 listing to a page 1 is about 10x difference in traffic. That is a 1000% increase in a mere 5 spots. That is way more than I originally thought.
2. Title tag is everything – you can have #2 spot with a lower traffic than a #3,#4 spot. I know this is something a lot of people pitch that you should do it, not sure how many people actually focus on it.
3.  It appears as e-commerce keywords have a higher click through rate than information/service based words.

eVisibility will be performing an audit on 20 more experimental terms and placements over the next 30 days, be sure to come back and view the results. We will also be testing title tag effectiveness. How much can a great title tag effect click through. 25%? 50% 100%? Hopefully we will know in a month.

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