SEO Term Definition
SERP Click Distribution
The percentage of clicks each organic position receives on a search results page.
Reviewed by Alexander Yarovenko · Updated: 2026-07-03
What Is SERP Click Distribution?
SERP click distribution describes how search engine users distribute their clicks across the positions on a search results page. Position #1 consistently earns the largest share, but the exact percentages vary by query type, SERP features, and device.
Average CTR by Position
| Position | Avg. CTR (desktop) |
|---|---|
| #1 | 28–39% |
| #2 | 15–18% |
| #3 | 10–12% |
| #4–5 | 6–8% |
| #6–10 | 2–5% |
Factors That Shift Distribution
- Featured snippets and AI Overviews capture clicks before the organic list
- Navigational queries concentrate clicks heavily on #1
- Informational queries spread clicks more evenly
- Ad blocks push organic positions down, reducing their CTR
SEO Implications
Use click distribution data to estimate traffic potential when planning keyword targets. A position #3 ranking for a 10,000-search-volume keyword may outperform #1 for a 2,000-volume keyword.