2025 Google Click-Through Rate Trends and What You Should Do About It

Google search rankings can sometimes feel like the Premier League – we get the same elation of promotion to the top 10 spots, the same bitter disappointment at being relegated to Page 2 (not us, but others). It’s a fiercely-battled league table and aside from the odd underdog story, the best performers find themselves at the top time and time again.

However, new data has come to light that could bring salvation for those pushing for the top spots. It’s all in an incredible report from Evan Bailyn at First Page Sage, which gives us excellent insight into how users are using Google in 2025 through Click-Through Rate (CTR) data. Let’s go through the key takeaways from the report and how we think eCommerce businesses should be responding to it.

The Massive Importance of Ranking in the Top 3

It’s already clear how vital the top positions are when it comes to Google rankings, but just to make it crystal: position 1 gets a 39.8% CTR, position 2 gets 18.7%, and position 3 gets 10.2%. After that, the CTR drops significantly. This could likely be because of Google’s changing results interface, which now includes more alternative results methods like AI responses and featured snippets, meaning users are scrolling down less.

Now more than ever, it’s not just about making it to Page 1, but getting in the podium slots. Do so by focusing on high-intent keywords, and for product category pages, aiming for high-value, purchase-intent keywords.

Positions 4-10 Struggle for Clicks

Reaffirming the previous point, positions 4 to 10 see a cliff’s edge dropoff in CTR, descending from 7.2% to just 2.1%. Push for the top half of the table by targeting long-tail keywords to build momentum on less competitive searches, refreshing content with higher-quality images and clearer calls-to-action, and internally linking to other pages through your site.

Page Two (and Beyond) Is Nearly Invisible

Finally on the position front, if you’re even thinking about maybe getting a saving grace from page two, think again. Position 11 gets a measly 1.4% CTR, and from there, it gets uglier. Organic traffic is practically non-existent on page two, so look at your competitors on page one and ask: what do they have or do that you don’t? Better content? More backlinks? Stronger on-page SEO? It could be the difference between increasing your traffic exponentially and languishing in the second division.

Rich Snippets & SERP Features Can Influence CTR

While the study doesn’t provide exact numbers for featured snippets, image packs, knowledge panels or People Also Ask boxes, we already know they can steal clicks from organic rankings – a featured snippet can achieve around 42.9% CTR. So optimise for them! Make the most of structured data for product reviews, availability, breadcrumbs and most important of all, FAQs. Appearing as the reliable source that answers a user’s question will earn you a much higher click-through rate, so get to answering frequently asked questions with guides, blogs and FAQ sections.

Branded Searches Have a Higher Click-Through Rate

The study also found that the CTR for position 1 is often higher for branded searches. Which makes perfect sense, as users searching for the brand already trust the brand. Take this into consideration and strengthen your brand recognition through remarketing, social media, and email marketing. Then, optimise meta titles and descriptions to attract those clicks.

Paid Ads Push Organic CTR Lower

Paid media and SEO should work hand-in-hand, but as results show, they can work against each other if not properly coordinated. Google Ads, Shopping ads, and SERP features reduce organic result visibility, and if your industry is ad-heavy, even a position 1 ranking may get fewer clicks.

To counter this, use a healthy mix of SEO and PPC. You should rely on organic rankings but also bid on high-intent keywords, and be consistently testing meta titles to improve CTR.

Key Takeaways for eCommerce Sites

To summarise, here’s what you need to know and how you need to act based on this new data that has come to light:

• Top 3 rankings dominate: Focus SEO efforts on high-intent, top 3 rankings.
• Positions 4-10 struggle: Improve content, UX and internal linking to move up.
• Page 2 is nearly dead: Invest in SEO and content updates to push to page 1.
• SERP features affect CTR: Use structured data for visibility.
• Branded searches do better: Build brand awareness to increase CTR.
• PPC & ads lower organic CTR: Balance SEO & PPC for maximum visibility.

At Brave, we specialise in SEO and paid media for ambitious eCommerce businesses. With over two decades of experience, we are an award-winning eCommerce SEO agency that makes sure your site doesn’t get lost in the realms of Page 2. We create world-beating customer experiences, content and ads that ensure your site stands out and gets both clicks and conversions. Ready to get ahead of the competition? Contact Brave today and let’s upgrade your SEO practices.