<b>The click-through curve bends around SERP features</b>

<b>The click-through curve bends around SERP features</b>
The classic 'position 1 gets 30%' curve assumes a plain SERP. Almost none are plain. We measured CTR by position across 1,500 queries, split by feature.
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Plain SERP, position 1 ▇▇▇▇▇▇ 32% CTR
With featured snippet, position 1 ▇▇▇▇ 21%
With AI overview, position 1 ▇▇▇ 17%
With local pack, position 1 ▇▇▇ 19%
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Features skim clicks off the top before organic results are reached. Ranking 1 on a feature-heavy SERP can deliver fewer clicks than ranking 3 on a clean one.
<b>So what:</b> discount expected traffic by the features present, not just the position you target.
Benchmark of the week: an AI overview cuts position-1 organic CTR by roughly 47% versus a plain SERP.