Find out where searchers look and click on Google`s search results pages.

1. 80%
looked at a top knowledge graph result when relevant to their search query
looked at a top knowledge graph result when not relevant to their search query
63%
HOW SEARCHERS SEE, AND CLICK ON, GOOGLE’S SEARCH RESULTS
Google SERPs have greatly evolved over the last decade and, as a result, so have the ways in which searchers have been conditioned to behave. We conducted a study which examined the effects of the changing Google SERPs on user behaviour.
76%
looked at the listings
11.5%
of page clicks captured by the listings
38%
Looked at the listings
6%
of page clicks captured by the listings
of page clicks captured by the top sponsored ad
9.9%
89%
12.5%
of participants looked at the carousel
of page clicks captured by the carousel
32.8%
of clicks to the #1 organic listing
63%
of clicks to the top 4 organic listings
84%
of clicks to an area of the page above the 4th organic listing
1%
of all clicks were to the “Next Page”
Download the full study at:
www.mediative.com/SERP
LOCAL LISTINGS ABOVE ORGANIC LISTINGS
LOCAL LISTINGS BELOW ORGANIC LISTINGS
CAROUSEL
SPONSORED ADS
KNOWLEDGE GRAPH
ORGANIC LISTINGS