CTR Curve by Position — Organic Click-Through Rates
What is CTR Curve?
A CTR curve is the expected click-through rate at each organic Google position — typically ~30% at #1, ~15% at #2, ~10% at #3, dropping to under 2% by position 10. Modern CTR curves have flattened due to AI Overviews and SERP features consuming clicks before the blue links.
Organic CTR by Google position: 27.6% at #1 down to 2.4% at #10, plus how AI Overviews flatten the curve. Includes the full table and a free CTR calculator.
Organic CTR by position (industry aggregate)
| Position | Expected CTR |
|---|---|
| 1 | 27.6% |
| 2 | 15.8% |
| 3 | 11.0% |
| 4 | 8.4% |
| 5 | 6.3% |
| 6 | 4.9% |
| 7 | 3.9% |
| 8 | 3.3% |
| 9 | 2.7% |
| 10 | 2.4% |
Source: Backlinko / Advanced Web Rankings large-scale organic click studies (2024).
These are industry-wide averages aggregated across many niches and devices — not measurements from LemRank's own tracked keywords. Any single SERP can vary widely from this curve, especially with AI Overviews or brand terms present.
Key points
- The classic Backlinko / AWR 2024 curve: position 1 = 27.6% · 2 = 15.8% · 3 = 11.0% · 4 = 8.4% · 5 = 6.3% · 6 = 4.9% · 7 = 3.9% · 8 = 3.3% · 9 = 2.7% · 10 = 2.4%.
- CTR is heavily brand-modified — a query with your brand name in it can hit 60%+ CTR at position 1.
- SERP features distort the curve — a page with a featured snippet at position 5 often outperforms position 2 without one.
- AI Overviews compress the entire curve on informational queries — CTR at position 1 can drop by 20-40% when an AI Overview is present.
- Compare your actual GSC CTR to the expected curve to identify title/description rewrites that could unlock quick CTR wins.
Example
A page ranking #4 with 6% CTR is exactly on the expected curve. The same page at #4 with 2% CTR has a title problem — probably a boring or truncated title tag. Rewrite the title and CTR can triple without changing position.
Frequently asked questions
What is a good CTR for my page?
Compare to the expected curve at your position. If you're at or above the curve, focus on climbing positions. If you're below, rewrite title + description for a quick uplift.
How do AI Overviews affect CTR?
They typically reduce blue-link CTR by 20-40% on informational queries, but pages CITED inside the AI Overview earn compensating referral traffic and brand impressions.
Where can I find my actual CTR?
GSC → Performance → Queries or Pages. Compare "average position" and "CTR" against the expected curve for your position.