What number of clicks and impressions come from rankings past Google’s first web page?
To search out out, we analysed 458 billion clicks and 17 trillion impressions from Google Search Console. Our findings are a very good 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 throughout the high 10 outcomes. Cellular clicks have been even increased, with 97.56% occurring on the primary web page of Google:
| 2025-08-01 | High 10 | 11-20 | 21-30 | >30 |
|---|---|---|---|---|
| Desktop click on proportion | 96.98 | 1.77 | 0.56 | 0.7 |
| Cellular click on proportion | 97.56 | 1.52 | 0.49 | 0.42 |
On desktop, simply 3.03% of clicks occurred outdoors the highest 10. On cell, that determine was even decrease, at 2.43% of clicks.
Wanting again over the past two years, this can be a very constant pattern. Nearly all clicks occur within the high 10 outcomes, by no means dropping beneath 95.5% of complete clicks:
If we take away the info for the highest 10, we are able to see the clicks attributed to lower-ranking pages extra clearly.
Over the previous two years, pages outdoors of the highest 10 outcomes have by no means contributed greater than 4.37% of complete 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 way of to 1,000.
It’s an analogous story for cell clicks. Over the previous two years, most cell clicks have occurred throughout the high 10 outcomes, by no means falling beneath 95.63% of complete clicks:
In current months, the highest ten has turn out to be much more vital for cell searchers. From June this 12 months, we are able to see a discount in cell clicks to URLs in positions ten and past:
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 curiously, a big proportion of desktop impressions occur past place 30: 28.93% of all impressions.
| 2025-08-01 | High 10 | 11-20 | 21-30 | >30 |
|---|---|---|---|---|
| Desktop impression proportion | 54.29 | 10.79 | 5.98 | 28.93 |
| Cellular impression proportion | 76 | 10.61 | 3.04 | 10.35 |
On condition that clicks for URLs past place 30 are nearly nonexistent, it’s doubtless that these impressions are registered by bots and scrapers.
Wanting on the historic pattern, impressions for URLs in positions >30 are trending upwards, whereas impressions within the high 10 present a corresponding drop.
If that is reflective of a current surge in bot exercise, it would go some approach to explaining Google’s deprecation of the &num=100 parameter:
There’s an analogous (though much less pronounced) pattern in cell impressions too:
Last ideas
Nearly all clicks in natural search—96.95% on desktop, and 97.56% on cell—occur throughout the high 10 search outcomes. It appears doubtless that impressions far past these pages are bots and scrapers (and never actual individuals).
