Slingshot SEO Releases Largest Click-Through Rate Study in Five Years

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What’s a top search rank worth? Study results will help marketers quantify page rank with website traffic.

Indianapolis-based Slingshot SEO has released the largest click-through rate (CTR) study in the last five years. The results of the study will help marketers answer the question: “When my brand ranks in one of the top spots on a search engine, what can I expect in website traffic?”

“Conducted over the last six months, our study will help marketers better define the value of SEO to a brand's budget,” explained Evan Fishkin, Head of Research & Development for Slingshot SEO. “By establishing a reliable CTR curve, you have valuable data in estimating the amount of traffic your website will receive.”

Based on a sample set of 324 keywords, the Slingshot SEO study reveals an 18.2% CTR for a No. 1 search engine rank and 10.05% CTR for position two. CTR for each position below the fold was observed to be below 4%.

The last comprehensive study using actual traffic data, rankings, and search volume, was conducted using leaked AOL Search data in 2006. This study occurred before recent algorithm updates, a new user interface, increased mobile search, the addition of social signals, and blended SERPs with videos, news, places, images, and shopping results.

To be considered for the study, a keyword phrase had to have a stable first page ranking (1-10) in the search engine ranking page for a 30-day period.

Because more changes are expected as search evolves, including changes Google is considering to its user interface, this study will be an ongoing project that will compare with future search engine ranking pages and also compare with other CTR studies.

Full study results are available on the Slingshot SEO website,

About Slingshot SEO
Founded in 2006, Slingshot SEO is a professional search engine optimization practice whose full-service strategic consulting and internet marketing services deliver unparalleled results for its enterprise SEO clients. Slingshot’s tight, business-impacting plans enable clients to conquer search with confidence. The company’s results are driven by a tireless passion to master the science of search. In May 2011, Slingshot SEO was recognized as the “IT Company of the Year” at TechPoint’s Mira Awards, the premier technology awards program in the state of Indiana. For more information about Slingshot SEO and to read customer reviews, visit


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Kate Snedeker