This is a hot topic and I have researched many different sources on this as well as tested hundreds of domains and positions over the last few years so the figures I am about to share with you may not be exact, but they are definitely in the ballpark.
Based on the graph above, if you are ranked in the #1 position for a keyword on Google, you are likely to get about 40-42% of the clicks. I have seen some people say possibly even 50% so I think 40% is a very safe figure here.
This kind of answers the question when people ask me why they have no traffic even though they may be on the 2nd or 3rd page of Google. It doesn’t matter if you are competing with, and ranking ahead of hundreds of thousands of websites, what matters is the top 10.
The shocker is looking down from there. Normally, you would be pretty happy with a #2 ranking. Heck, most people would be ecstatic with a first page #10 ranking, but look at the distribution of clicks.
If you are in the #2 position, you are getting about 12% of the clicks which isn’t bad, but a huge difference from #1.
If you are in position #9 for example, which is still a great position, you are only getting about 2-3% of clicks or so.
So, what does this all mean?
It means that unless you are in the top 10 of Google, you are pretty much invisible. It means that you really need to be shooting for positions 1-3 for your main keywords. It will give you a fairly realistic assessment of how many clicks you might expect (by position) so you can use the Google Keyword tool to estimate the amount of potential traffic/clicks/profit.
Other Ways Around It?
I know I said earlier that you are pretty much invisible if you are not in the top 10 of Google but that’s not entirely true in all cases of course. First, there are other search engines, like Yahoo and Bing, although Google dominates them.
These days, in addition to going for a top 3 Google ranking, you can definitely do a lot of different things to get noticed. There is Youtube, Twitter, Facebook, other people’s blogs, forums, and much more, so don’t worry if you are on page 57 of Google. Keep building your business and building your relationships and your rankings (and business) should grow.