With Google Secure Search (not provided) coverage nearing 100% over the next few months, there will be a renewed interest in average click-through rates (CTR) on the Google search engine result pages (SERPs). The reason this data is relevant is because marketers, when planning new content creation, can use tools such as Google Keyword Planner to estimate search volume for targeted keywords.
With the keyword search volume and a CTR that you feel you can rely on, you can estimate how much traffic you would get at certain rankings. It’s not going to be 100% accurate, of course, and one of the core problems with this sort of analysis is that there are multiple sources of SERP CTR curve data.
In order to help with this problem, we’ve complied the best-known SERP CTR curve data sources into a single Google Docs spreadsheet and made it public.
In the document, we’ve create a column for each of the various CTR studies and created a chart (also pictured below) that shows all of the curves, along with the average in a single visualization that you can use for your own analysis.
SERP CTR Curve

Rank AOL Optify Chitika Slingshot Enquiro Rosetta Average
1 42.3 36.4 34.35 18.2 27.1 29.01 31.23
2 11.92 12.5 16.96 10.1 11.7 12.82 12.67
3 8.44 9.5 11.42 7.2 8.7 9.21 9.08
4 6.03 7.9 7.73 4.8 5.1 6.38 6.32
5 4.86 6.1 6.19 3.1 4 4.85 4.85
6 3.99 4.1 5.05 2.8 4.1 4.01 4.01
7 3.37 3.8 4.02 1.9 4.1 3.46 3.44
8 2.98 3.5 3.47 1.8 3.2 2.99 2.99
9 2.83 3 2.85 1.5 2.8 2.54 2.59
10 2.97 2.2 2.71 1 3.6 2.38 2.48
11 0.66 2.6 1.11 2.18 1.64
12 0.66 1.5 0.85 1.53 1.14
13 0.52 1.3 0.7 1.27 0.95
14 0.48 1.1 0.57 0.93 0.77
15 0.47 1.2 0.48 1 0.79
16 0.39 1.2 0.39 1.18 0.79
17 0.34 1.4 0.33 1.3 0.84
18 0.32 1.3 0.28 1.15 0.76
19 0.29 1.4 0.27 1.23 0.8
20 0.12 1.4 0.29 1.49 0.83
21 0.07 0.7

Use in GinzaMetrics

At GinzaMetrics, we also now include the SERP CTR curve data in our platform and you can use it to build models of projected search engine traffic. As Secure Search continues to roll out, we’ll be releasing even more tools to help you plan and manage your search & content campaigns.