<b>Position 1 earns 9 percent clicks on commercial queries, 31 percent on informational</b>

<b>Position 1 earns 9 percent clicks on commercial queries, 31 percent on informational</b>
The click-through curve is not one shape. We split 1,500 queries by intent and pulled position-1 click share. CTR = click-through rate.

— Informational pos 1: 31 percent ▇▇▇▇▇▇▇▇
— Navigational pos 1: 44 percent ▇▇▇▇▇▇▇▇▇▇▇
— Commercial pos 1: 9 percent ▇▇
— Transactional pos 1: 14 percent ▇▇▇

Ads and shopping units push organic down hardest on commercial SERPs, so rank 1 is worth a third of what it pays on an article. So what: weight ranking targets by intent, not just position. A number-1 commercial spot can lose to a number-3 informational one.

<i>Benchmark of the week:</i> the same position 1 swings 22 points of CTR depending on intent.