Key statistic: in 2026, the first organic position on Google captures about 27 % of clicks, versus 14 % for the second and under 3 % from the sixth onward. Traffic collapses after the top 3. Understanding these click-through rates (CTR) changes all SEO prioritization.
Why CTR by Position Matters
CTR measures the share of users who click a result among those who see it. Multiplied by search volume, it gives a realistic estimate of expected traffic at each position. It is the tool for calculating potential.
CTR by Position (Desktop)
| Google position | Average CTR | Relative traffic |
|---|---|---|
| 1 | 27 % | x1 |
| 2 | 14 % | x0.52 |
| 3 | 9 % | x0.33 |
| 4 | 6 % | x0.22 |
| 5 | 4 % | x0.15 |
| 6-10 | 2-3 % | x0.1 |
| Page 2 | < 1 % | x0.03 |
CTR by Position (Mobile)
On mobile, the screen shows fewer results without scrolling, which amplifies the advantage of top positions.
| Google position | Mobile CTR | Gap vs desktop |
|---|---|---|
| 1 | 24 % | -3 pts |
| 2 | 12 % | -2 pts |
| 3 | 8 % | -1 pt |
| 4-5 | 4-5 % | similar |
| 6-10 | 1-2 % | -1 pt |
The Impact of AI Overviews
In 2026, AI Overviews (AI-generated summaries at the top of the SERP) change the game. When they appear, they push organic results down and capture a share of clicks, especially on informational queries.
| Query type | AI Overview presence | Effect on organic CTR |
|---|---|---|
| Simple informational | Frequent | -15 to -30 % |
| Transactional | Rare | Low |
| Local | Rare | Low |
| Comparative | Medium | -10 to -20 % |
The Counter: Target Transactional and Local Intent
Queries where the user wants to buy, call or go somewhere remain little affected by AI Overviews. Focusing SEO on these intents protects commercial traffic.
Strategic Implications
Three practical lessons follow from these figures: aim for the top 3 rather than the top 10, refine title and meta to gain CTR at equal position, and favor transactional queries less exposed to AI.
| Action | Estimated CTR gain |
|---|---|
| Move from position 5 to position 2 | +250 % clicks |
| Rewrite an attractive title | +10 to +30 % at equal position |
| Add a rich snippet (FAQ, reviews) | +5 to +20 % |
| Target transactional queries | More stable traffic against AI |
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Worked Example: A Query's Potential
A keyword with 2,000 monthly searches.
- Position 1: 27 % CTR, about 540 visits/month.
- Position 3: 9 % CTR, about 180 visits/month.
- Position 6: 2.5 % CTR, about 50 visits/month.
Moving from position 6 to position 1 takes traffic from 50 to 540 visits, ten times more, for the same keyword. Hence the value of pushing to the top 3.
FAQ
What CTR for the first Google position in 2026?
About 27 % on average on desktop. It is by far the most profitable position, capturing more than double the second.
Does page 2 of Google generate traffic?
Very little. The combined CTR of page 2 is generally below 1 %. The minimum goal is to reach the first page, ideally the top 5.
Do AI Overviews lower organic traffic?
Yes, especially on informational queries, where they can cut organic CTR by 15 to 30 %. Transactional and local queries are little affected.
Can a good title raise CTR at equal position?
Yes. A clear, compelling title with a benefit or a figure can improve CTR by 10 to 30 % without changing position.
Is CTR different on mobile?
Yes. On mobile, top positions capture an even larger share because fewer results are visible without scrolling. The top 3 is crucial.
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Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
