Optify just released a new study that should help you form your SEO tactics. According to the study first place Google rankings get a click-through rate (CTR) of 36.4% nearly 3 times the clicks of the #2 ranking which gets 12.5% of the clicks.

The click through rates for positions 3-10 are 9.5%, 7.9%, 6.1%, 4.1%, 3.8%, 3.0%, 2.2%.

A #1 ranking gets as many clicks as positions 2-5 combined. Here’s the graph:

Note that position 11 gets slightly more clicks than position 10. That’s probably because position 11 is the top result on page 2.

Very simply this means the “long tail” or “refined” search terms are more important than ever.

There are several advantages of optimizing the  long tail.
1.    Long tail terms are much more targeted than popular keywords and often produce higher conversion rates.
2.    Because there is less competition it’s often easier to get high rankings for a long tail terms.
3.    Top rankings on a large number of long tail terms will often produce more visitors than rankings in the 6-10 slots.

For most businesses, getting high page 1 rankings for a lot of long tail keywords is much easier and more valuable than getting high rankings for a few popular keywords.

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