SEO Click-Through-Rates by SERP Feature (2020 Sistrix Data) & SEO Projections Template

Jump to CTR table: average of all SERPS | 10 organic results | sitelinks | featured snippet | Google Apps | Knowledge Panel | Google Shopping | Google Ads | Google Images | local results | Google News | recipes | videos

SEO technology company Sistrix published an article today called “Why (almost) everything you knew about Google CTR is no longer valid.” Their article contains brand new data from 80 million keywords and billions of mobile search results to measure organic (SEO) click-through-rates when a variety of common Google SERP features are displayed.

Because we use click-through-rate curves all the time to create keyword-based SEO projections, we wanted to lay out the data here in a way that’s easy to leverage using spreadsheets.

SEO Projections Template:

We have also used Sistrix’s new CTR data to create a downloadable spreadsheet you can use to build SEO projections by keyword. Simply add in your keywords to column B of any of the spreadsheets, based on the type of SERP feature you are looking to analyze. For example, if your keywords generate local results on page 1, you should use the “Local Results” tab.

Click here to make a copy of our downloadable SEO CTR projections template.

Below is Sistrix’s CTR data laid out in table format, so you can easily pull in the data to use for SEO projection modeling and more.

(Thanks to our SEO intern, Meaghan Shewbrooks, for helping document the data!)

Mobile Organic CTR: Average of All SERP Features

This is the average mobile CTR curve for all SERP features analyzed by Sistrix.

Position	CTR: Percentage	CTR: Decimal
1	28.5%	.285
2	15.7%	.157
3	11%	.11
4	8%	.08
5	7.2%	.072
6	5.1%	.051
7	4%	.04
8	3.2%	.032
9	2.8%	.028
10	2.5%	.025

Mobile Organic CTR: 10 Organic Results

This is the average mobile CTR curve when only 10 organic results are displayed with no additional SERP features.

Position	CTR: Percentage	CTR: Decimal
1	34.2%	.342
2	17.1%	.171
3	11.4%	.114
4	8.1%	.081
5	7.4%	.074
6	5.1%	.051
7	4.1%	.041
8	3.3%	.033
9	2.9%	.029
10	2.6%	.026

Mobile Organic CTR: Sitelinks on 1st Result

This is the average mobile CTR curve for when the #1 organic result contains sitelinks.

Position	CTR: Percentage	CTR: Decimal
1	46.9%	.469
2	14%	.14
3	5.6%	.056
4	4.3%	.043
5	5.5%	.055
6	3.2%	.032
7	2.1%	.021
8	1.7%	.017
9	1.5%	.015
10	1.5%	.015

Mobile Organic CTR: Featured Snippet

This CTR curve represents the average mobile click-through-rates when featured snippets are displayed.

Position	CTR: Percentage	CTR: Decimal
1	23.3%	.233
2	20.5%	.205
3	13.3%	.133
4	8.7%	.087
5	6.3%	.063
6	4.7%	.047
7	3.8%	.038
8	3.1%	.031
9	2.7%	.027
10	2.3%	.023

Mobile Organic CTR: Google Apps

This CTR curve represents average mobile click-through rates when Google Apps are displayed.

Position	CTR: Percentage	CTR: Decimal
1	16.3%	.163
2	16.7%	.167
3	13.2%	.132
4	8.3%	.083
5	5.6%	.056
6	4.4%	.044
7	3.4%	.034
8	2.8%	.028
9	2.3%	.023
10	2%	.02

Mobile Organic CTR: Knowledge Panel

This is an average mobile CTR curve when the query generates a Knowledge Panel.

Position	Percentage	Decimal
1	16.8%	.168
2	13.2%	.132
3	12.6%	.126
4	9.5%	.095
5	6.3%	.063
6	4.8%	.048
7	3.6%	.036
8	3.2%	.032
9	2.7%	.027
10	2%	.02

Mobile Organic CTR: Google Shopping

This is an average mobile CTR curve when Google Shopping results are displayed. This was the lowest CTR for position #1 identified in Sistrix’s data.

Position	Percentage	Decimal
1	13.7%	.137
2	8%	.08
3	6.4%	.064
4	5.2%	.052
5	4.4%	.044
6	3.6%	.036
7	3.1%	.031
8	2.6%	.026
9	2.3%	.023
10	2.1%	.021

Mobile Organic CTR: Google Ads

This CTR curve represents mobile click-through-rates when Google Ads are displayed.

Position	CTR: Percentage	CTR: Decimal
1	18.9%	.189
2	8.8%	.088
3	6.3%	.063
4	5.1%	.051
5	4.5%	.045
6	3.5%	.035
7	2.7%	.027
8	2.3%	.023
9	2%	.02
10	1.8%	.018

Mobile Organic CTR: Google Images

This is the average mobile click-through-rate curve when Google displays Google Images on the SERP.

Position	CTR: Percentage	CTR: Decimal
1	18.5%	.185
2	12.6%	.126
3	9.1%	.091
4	7.1%	.071
5	6.1%	.061
6	4.7%	.047
7	3.9%	.039
8	3.4%	.034
9	2.9%	.029
10	2.6%	.026

Mobile Organic CTR: Local Results

This CTR curve represents mobile click-through-rates when local results (Google Maps) are displayed.

Position	CTR: Percentage	CTR: Decimal
1	17.7%	.177
2	14.2%	.142
3	9.1%	.091
4	6.7%	.067
5	7.5%	.075
6	4.9%	.049
7	3.8%	.038
8	3.1%	.031
9	2.6%	.026
10	2.2%	.022

Mobile Organic CTR: Google News

This CTR curve represents mobile click-through-rates when Google News (Top Stories) are displayed in the SERP.

Position	CTR: Percentage	CTR: Decimal
1	21%	.21
2	14.2%	.142
3	9.9%	.099
4	7.8%	.078
5	5.8%	.058
6	4.6%	.046
7	3.6%	.036
8	2.7%	.027
9	2.4%	.024
10	2%	.02

Mobile Organic CTR: Recipes

This CTR curve represents mobile click-through-rates when recipes are displayed in the SERP.

Position	CTR: Percentage	CTR: Decimal
1	25.5%	.255
2	16.8%	.168
3	12%	.12
4	9%	.09
5	7.1%	.071
6	5.7%	.057
7	4.8%	.048
8	4%	.04
9	3.3%	.033
10	2.8%	.028

Mobile Organic CTR: Videos

This CTR curve represents mobile click-through-rates when videos are displayed in the SERP.

Position	CTR: Percentage	CTR: Decimal
1	32.5%	.325
2	16%	.16
3	10.6%	.106
4	7.8%	.078
5	6.1%	.061
6	4.7%	.047
7	3.8%	.038
8	3.2%	.032
9	2.8%	.028
10	2.4%	.024