Google Click-Through Rates in 2026: What the Data Shows
Click-through rate (CTR) from Google search results has been declining for years. AI Overviews, featured snippets, People Also Ask boxes, and knowledge panels all steal clicks from traditional organic listings.
Yet understanding CTR by position remains critical for SEO strategy. It tells you how much traffic each ranking position actually delivers — and where the biggest optimization opportunities exist.
This article presents aggregated CTR data for 2026, broken down by position, device type, and query intent.
Average Google CTR by Position (2026 Data)
The following data represents aggregated estimates based on multiple industry studies, Search Console data analyses, and click tracking research:
| Position | Desktop CTR | Mobile CTR | Combined Average |
|---|---|---|---|
| 1 | 31.7% | 26.9% | 29.1% |
| 2 | 14.2% | 13.1% | 13.6% |
| 3 | 9.3% | 8.8% | 9.0% |
| 4 | 6.1% | 5.9% | 6.0% |
| 5 | 4.3% | 4.1% | 4.2% |
| 6 | 3.1% | 2.9% | 3.0% |
| 7 | 2.4% | 2.2% | 2.3% |
| 8 | 1.9% | 1.7% | 1.8% |
| 9 | 1.5% | 1.3% | 1.4% |
| 10 | 1.2% | 1.0% | 1.1% |
Key Observations
- Position 1 dominates: Nearly 30% of all clicks go to the first result
- The drop-off is steep: Position 2 gets less than half the clicks of position 1
- Desktop vs mobile: Desktop CTR is consistently 10–20% higher per position
- Page 2 gets almost nothing: Position 11+ typically gets below 1% CTR
- Position 1 CTR is declining: It was ~34% in 2022, now ~29% due to SERP features
How CTR Varies by Search Intent
Not all queries generate the same click patterns:
Informational Queries
| Position | CTR |
|---|---|
| 1 | 25–35% |
| 2 | 12–16% |
| 3 | 8–11% |
Informational queries show higher position 1 CTR because users typically trust the first answer. However, AI Overviews are eroding this — some informational queries now have 0% organic CTR because Google answers directly.
Commercial/Transactional Queries
| Position | CTR |
|---|---|
| 1 | 20–28% |
| 2 | 10–15% |
| 3 | 7–10% |
Commercial queries distribute clicks more evenly because users compare multiple options. Positions 2–5 get relatively more clicks than for informational queries.
Branded Queries
| Position | CTR |
|---|---|
| 1 | 50–70% |
| 2 | 5–10% |
| 3 | 2–5% |
Branded queries heavily favor position 1 (usually the brand's own site). If you rank 1st for your own brand, CTR should be 50%+.
Local Queries
Local queries behave differently because the map pack sits above organic results:
- Map pack: 30–40% of clicks
- Organic position 1: 15–20% of clicks
- Organic positions 2–3: 5–10% each
Factors That Affect CTR Beyond Position
SERP Features
Modern SERPs are packed with features that compete for clicks:
| SERP Feature | Impact on Organic CTR |
|---|---|
| AI Overviews | -30 to -60% for informational queries |
| Featured Snippets | Mixed: can increase or decrease depending on query |
| People Also Ask | -5 to -15% for top positions |
| Image/Video Carousels | -5 to -10% for organic text results |
| Knowledge Panels | -10 to -20% for entity queries |
| Shopping Results | -15 to -25% for product queries |
| Local Map Pack | -20 to -30% for organic below pack |
Title Tag Optimization
Your title tag is the single biggest controllable factor for CTR:
- Numbers in titles increase CTR by 20–36% (e.g., "7 Ways to...")
- Brackets and parentheses increase CTR by 15–25% (e.g., "[2026 Guide]")
- Power words boost clicks: "complete," "ultimate," "proven," "free"
- Current year signals freshness, especially for competitive queries
- Optimal length: 50–60 characters (truncated titles lose clicks)
For detailed strategies, see our guide on why low CTR kills your website.
Meta Description Impact
- Custom descriptions outperform auto-generated by 5–15%
- Include a call-to-action: "Learn how," "Discover," "Get the full guide"
- Match search intent: Users scan descriptions for relevance confirmation
- Include the keyword: Google bolds matching terms, attracting the eye
Rich Snippets and Schema Markup
Structured data can significantly boost CTR:
- Star ratings (Review schema): +10–30% CTR increase
- FAQ schema: Expands your SERP listing, +15–25% CTR
- How-to schema: Shows steps in SERP, +10–20% CTR
- Product schema: Shows price and availability
Implement these using our schema markup guide.
The Impact of AI Overviews on Organic CTR
Google's AI Overviews (formerly SGE) are the biggest disruption to organic CTR since featured snippets:
Which Queries Are Most Affected
- Simple factual queries: "What is X" — AI Overviews answer directly
- How-to queries: Step-by-step instructions shown in AI response
- Definition queries: Direct answers eliminate need to click
Which Queries Are Less Affected
- Complex research queries: Users still click for in-depth analysis
- Commercial queries: People want to compare options themselves
- Opinion/review queries: AI Overviews can't replace personal experience
- Tool queries: Users need to interact with actual tools
Strategies to Maintain CTR Despite AI Overviews
- Target complex queries that AI can't fully answer
- Create unique data and research that AI must cite
- Offer tools and interactive content — these can't be summarized
- Build brand recognition — known brands get clicked regardless of AI answers
- Focus on commercial and transactional keywords — less affected by AI
How to Check Your CTR by Position in GSC
Follow these steps to find your CTR optimization opportunities:
- Open Google Search Console → Performance
- Enable Average CTR and Average position
- Go to the Queries or Pages tab
- Filter: Average position > 1 and < 20
- Sort by impressions (descending)
- Look for pages where CTR is below the benchmark for that position
The CTR Opportunity Formula:
Expected CTR for position - Your actual CTR = Opportunity gap
If a page ranks at position 3 (benchmark: 9% CTR) but your CTR is 4%, there's a 5% gap. Optimizing the title and description could potentially double your clicks.
Learn to test title variations with SEO A/B testing.
Why CTR Matters for Rankings
CTR isn't just a traffic metric — it's a ranking signal.
Google's NavBoost system (confirmed in the DOJ antitrust trial) uses click data to adjust rankings:
- Higher CTR → ranking boost (your result gets more clicks than expected)
- Lower CTR → ranking decline (users skip your result)
- The system uses 13 months of click data aggregated across millions of searches
This creates a feedback loop: better CTR → better rankings → more visibility → more clicks. The opposite is also true — declining CTR can trigger a downward spiral.
For more on how Google uses behavioral data, see our analysis of SERP click manipulation myths and reality.
To directly influence your CTR signals, consider SERP click optimization as part of a broader behavioral factors strategy.
For foundational keyword targeting, use our keyword research guide to identify the right queries.
To stay ahead of Google algorithm updates that affect CTR patterns, monitor the Search Status Dashboard regularly.
Key Takeaways
- Position 1 captures ~29% of clicks, but this is declining due to SERP features
- The drop from position 1 to 2 is massive (29% → 14%)
- AI Overviews are reducing organic CTR by 30–60% for informational queries
- Title tags are your biggest lever for CTR optimization
- Rich snippets (FAQ, Review schema) can boost CTR by 10–30%
- CTR directly affects rankings through Google's NavBoost system
- Focus on commercial and complex queries that AI can't fully answer
