How many links do searchers click?

[GlobalSEO]

As some of you know I am working on a Corporate level SEM book. We are in the review/validation phase and I am trying to tidy up some outstanding statements and looking for reference points.

One stat I need to track down is --

How many clicks do searchers make per search?

We know they don't click at all on some and that they often click on multiple results on others, but what is the average? Does anyone have any research that validates a number?

Thanks!

[AussieWebmaster]

JupiterResearch (the company that gives us this forum) as well as NetRatings are a couple that I have seen that have refernced those numbers... when I could not say, but a search of the two sites should give you a reference point.

[tomslick]

This is an interesting question. I have seen stats from Overture that discuss click distribution based on position before but heard anything about number of clicks per user search.

My guess is that it varies widely based on category / industry. Please post the answer if you find one!

[randfish]

I think I remember reading it was 2.8 on average - but that data could be a year or two old. It's almost certainly between 1.5 and 3.5 unless things have changed dramatically.

I wonder if search engines take into account users who click back and then click another result - to try to make the site that people stay on the one that gets pushed up?

[AussieWebmaster]

I think I remember reading it was 2.8 on average - but that data could be a year or two old. It's almost certainly between 1.5 and 3.5 unless things have changed dramatically.

I wonder if search engines take into account users who click back and then click another result - to try to make the site that people stay on the one that gets pushed up?
Not yet... but if personalised search becomes prevalent then it may become a factor.

[GlobalSEO]

We calculated 2.8 clicks also by using bits of data from the various reports and from looking at clicks on listings for keywords where we have multiple top 10 results.

I have 10 2" binders full of every report I can find on search and no one mentions this specific stat. Before I use the number the publisher is looking for some sort of validation. Maybe if I can get a few more people to buy into the 2.8 I say we did a survery and 9/10 seos's -- well you have seen the commercials....

We are expanding a model we use to project potential traffic based on searches and relative position in the rankings. So far it has been pretty accurate and comes in handy when we recommend IT changes and need to justify the resources. If we do xyz then that should put us on 5th place which should get is some percentage increase in clicks. The logic fails when you have to factor in that many users click on multiple listings.

If I can find the number I will post it here.