What number of clicks and impressions come from rankings past Google’s first web page?
To search out out, we analysed billions of clicks and impressions from Google Search Console. Our findings are a superb reminder: web page one is the place the overwhelming majority of clicks and impressions occur.
In August 2025, 96.98% of desktop clicks within the US occurred inside the prime 10 outcomes. Cellular clicks had been even increased, with 97.56% occurring on the primary web page of Google:
| 2025-08-01 | Prime 10 | 11-20 | 21-30 | >30 |
|---|---|---|---|---|
| Desktop click on share | 96.98 | 1.77 | 0.56 | 0.7 |
| Cellular click on share | 97.56 | 1.52 | 0.49 | 0.42 |
On desktop, simply 3.03% of clicks occurred exterior the highest 10. On cell, that determine was even decrease, at 2.43% of clicks.
Trying again during the last two years, this can be a very constant development. Nearly all clicks occur within the prime 10 outcomes, by no means dropping beneath 95.5% of whole clicks:
If we take away the info for the highest 10, we will see the clicks attributed to lower-ranking pages extra clearly.
Over the previous two years, pages exterior of the highest 10 outcomes have by no means contributed greater than 4.37% of whole clicks.
Sidenote.
Cumulative clicks and impressions for positions >30 are better than positions 21-30, as a result of the place >30 bucket contains rankings from 31 by to 1,000.
It’s an analogous story for cell clicks. Over the previous two years, most cell clicks have occurred inside the prime 10 outcomes, by no means falling beneath 95.63% of whole clicks:
In current months, the highest ten has turn into much more vital for cell searchers. From June this yr, we will see a discount in cell clicks to URLs in positions ten and past:
Taking a look at impressions in August, most impressions additionally occur on the primary web page of Google: 76% for cell customers and 54.29% for desktop customers.
However apparently, a big share of desktop impressions occur past place 30: 28.93% of all impressions.
| 2025-08-01 | Prime 10 | 11-20 | 21-30 | >30 |
|---|---|---|---|---|
| Desktop impression share | 54.29 | 10.79 | 5.98 | 28.93 |
| Cellular impression share | 76 | 10.61 | 3.04 | 10.35 |
On condition that clicks for URLs past place 30 are nearly nonexistent, it’s probably that these impressions are registered by bots and scrapers.
Trying on the historic development, impressions for URLs in positions >30 are trending upwards, whereas impressions within the prime 10 present a corresponding drop.
If that is reflective of a current surge in bot exercise, it’d go some technique to explaining Google’s deprecation of the &num=100 parameter:
There’s an analogous (though much less pronounced) development in cell impressions too:
Remaining ideas
Nearly all clicks in natural search—96.95% on desktop, and 97.56% on cell—occur inside the prime 10 search outcomes. It appears probably that impressions far past these pages are bots and scrapers (and never actual folks).
