80%

looked at a top

knowledge graph result

when relevant to their

search query

looked at a top knowledge

graph result when not relevant to their search

query

63%

HOW SEARCHERS SEE, AND

CLICK ON, GOOGLE’S SEARCH

RESULTS

Google SERPs have greatly evolved over the last decade and, as a

result, so have the ways in which searchers have been conditioned to

behave. We conducted a study which examined the effects of the

changing Google SERPs on user behaviour.

76%

looked at the listings

11.5%

of page clicks captured by

the listings

38%

Looked at the listings

6%

of page clicks captured by

the listings

of page clicks captured by the top

sponsored ad

9.9%

89% 12.5%

of participants looked

at the carousel

of page clicks captured

by the carousel

32.8%

of clicks to the #1

organic listing

63%

of clicks to the top 4

organic listings

84%

of clicks to an area of

the page above the 4th

organic listing

1%

of all clicks were to

the “Next Page”

Download the full study at: www.mediative.com/SERP

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KNOWLEDGE GRAPH

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