The huge gap between the top 10 hits in search results

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This is a 2006 years old article, I think is very valuable, but read people believe that few, because the number of people who reprint, search results only 695. The original title of the article is "search results of the top 10 distribution of clicks," the original text is as follows:

AOL shocked the publication of 3 months of search data, the search engine marketing industry immediately analyzed these data, carried out a number of valuable analysis, a number of useful conclusions. This article is based on the AOL data to calculate the search engine search results page (SERP), especially the top 10 of the number of clicks distribution:

Sample data include:

Number of Searches: 9,038,794

Hits: 4,926,623

The clicks at different locations are as follows:

Comparison of position clicks and first names compared with the previous one

First place 2,075,765---

Second place 586,100 1:3.5 1:3.5

Third place 418,643 1:4.9 1:1.4

Fourth 298,532 1:6.9 1:1.4

Fifth 242,169 1:8.5 1:1.2

Sixth 199,541 1:10.4 1:1.2

Seventh 168,080 1:12.3 1:1.2

Eighth 148,489 1:14 1:1.1

Nineth 140,356 1:14.8 1:1.05

10th 147,551 1:14.1 1.05:1

Others analyzed only 7,752,953 of the hits, and came to the following results (in fact, almost identical results can be obtained from the above data):

1. More than 42% of the hits are concentrated in the 1th place. The 2nd-place hit rate quickly dropped to around 12%. The third place has only about 10% clicks.

2. Only 4.37% of the hits are distributed in 第11-20名 (search results on the second page). 第21-30名 (third page of search results) is down to 2.42% hits.

3. The number of clicks in the 10th place is higher than the 9th, which is similar to the eighth name.

4. Nearly 90% of the clicks are centered on the top 10, the first page of the search results.

5. The number of clicks between 1th and 3rd is very different, and since 3rd, the amount of traffic has changed little. 3rd place and 4th place are similar. 5th to 7th visits are almost identical. The last three positions (8th to 9th) of the first page are relatively close.

The following is not a paste, is my own supplement:

For the above results, I think we should be more surprised, the first and second difference is so big! I also have a deep understanding of this, one of my site's key words in Baidu first time to bring the number of visits, is the second time to bring the number of visits twice times more. This fully illustrates one thing: people would play games for hours, chat for hours, soak up forums for hours, but when they searched for things, they would never spend a second, and if the search results first met their needs, most of them would not go to second place. Especially for some stereotyped, already mature applications. If the search results are differentiated and complementary, people will spend more time looking at the results later. But there are exceptions: when a visitor searches for adult images, many people turn to page more than 10.

For the third I have a supplement, that is sometimes ranked after the click rate is really higher than the front. I've been in a situation like this, when a keyword search results ranked 76th, the IP is two or three each day, but when the search results in the 91st, the amazing thing happened, every day there are six or seven ip! everyone knows, the 76th is eighth page of the sixth, for screen resolution of 1024x768 users , need a scroll wheel to see, but the 91st is a very special position, it is the first of the tenth page, the default state, Google and Baidu are each page display 10 search results, the page below also shows 1,2,3,4,5,6,7,8,9,10 10 pages of the link, the 91st position is very special, Is the first of the last page, so it is not surprising that the 91st click Rate is greater than the 76th.

There is also a supplement, that is part of the webmaster found that their own keywords in the Baidu promotion link in front of the suspicion is Baidu "conscience found", or instability is adjusting, in fact, is not. Baidu's bid ranking Price is based on the position of determining the price, if a promotion of the people out of the price is lower, will be ranked behind the natural search results.