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Pooled across 5.6 million live impressions, position 1 earns 35.7% of clicks - until you split out the people already searching the brand's name. On unbranded queries it is 19.1%. Every blended CTR curve borrows clicks from brand searches.
Minh PhamFounder, SEOmaticTable of Contents
TL;DR
CTR-by-position curves are quoted in every SEO forecast, and almost all of them blend two different populations: people searching generically, and people searching the brand's own name. We split them on 5.6 million live impressions pooled across ~104 real sites. Full method and every chart in the Google Search Report.
On branded queries, position 1 earns 56.9% of clicks (136,070 impressions, 45 sites). On unbranded queries: 19.1% (173,019 impressions, 96 sites). The blended 35.7% number sits between them and describes neither.
A forecast built on the blended curve borrows clicks from people who were already looking for you. Forecast SEO work with the unbranded number, or the forecast flatters itself by nearly 2x.
The blended curve: 35.7% at position 1, 10.3% at position 2, 1.6% at position 3. Position 4 out-clicks position 3 (2.1% vs 1.6%) on live SERPs - AI Overviews, shopping units and People-Also-Ask interleave differently around each slot, and the old smooth curve is gone.
The upside of a brutal cliff: a move from position 3 to 1 multiplies clicks 22x. Nothing else in an SEO backlog compounds like that.
The same live fetches show why the curve looks like this: 62% of buyer questions carried an AI Overview in the week of September 14 (up from 25% in late August), and 82% of buyer-intent SERPs carry a People-Also-Ask block averaging 3.3 questions. "Position 1" is now the first slot below an answer and a question block - judge rankings by pixels from the top.
Every figure above is free to cite, quote or republish with a link to the Google Search Report. The full list of everything we measure lives on the AI search statistics page, updated monthly.
Every chart, every denominator, and the sections behind each number.
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Minh Pham
Founder, SEOmatic
