the fold. Above the fold is anything displayed on the page before you have to start scrolling downward

A recent study provides some interesting numbers on the subject of ranking vs.
percentage of clicks for that position. This study tracked the number of times people
clicked on a listing on Google for a given search query:

First Page:
1st position: 30%
2nd position: 15%
3rd position: 7%
4th position: 5%
5th position: 4%
6th position: 4%
7th position: 2%
8th position: 2%
9th position: 3%
10th position: 5%

Second Page:
1stt position: 6%
2nd position: 4%
3rd position: 2%
4th position and beyond <1%

As you can see, if you aren’t on the first two pages, you might as well forget getting
clicked. When was the last time you went to the third page of a search query versus
just starting a new search query?