What was traditionally the most valuable position on the SERP?

Historically, the most valuable position was the organic position #1, typically capturing around 30% or more of clicks.

How have Google's AI Overviews (AIOs) impacted SERP positions?

Google's AIOs have complicated SERP positions by counting all cited websites as position #1, diluting traditional position value and affecting organic CTR.

Why is it challenging to measure SERP position value today?

It's difficult because Google and other AI platforms do not release comprehensive, segmented CTR data for AI Overviews and other SERP features.

What strategies should websites adopt to maximize SERP visibility?

Websites should diversify their presence by optimizing content for both traditional organic rankings and AI-driven SERP features, creating comprehensive content distributed across multiple channels.

What is the Most Valuable Position on the SERP Today, Position 1 - Or Position 1?

Dan Lauer
Jul 26
3 min read

Key Takeaways

Traditional SERP position #1 historically had the highest click-through rate (CTR).
Google’s evolving SERP features have changed user behavior, decreasing clicks.
AI Overviews (AIOs) complicate the definition of "position #1."
The value of SERP positions depends on SERP layout, AIO citations, and user interaction.
Diversification of presence and optimization beyond traditional SEO is essential.

Historical Context of SERP Positions

Historically, the Google SERP (Search Engine Results Page) followed a predictable pattern:

Position #1 typically received about 30%+ CTR.
Position #2 around 20% CTR.
Position #3 around 15% CTR.
Positions #4-#10 roughly between 2%-5% CTR each.

With mobile dominance, the top 3 positions gained greater importance, capturing approximately 70% of clicks due to their visibility "above the fold."

Evolution of SERP and the Rise of Zero-Click

Google over the year has introduced various SERP features:

Featured Snippets
People Also Ask (PAA)
Other interactive tabs and features

These developments led to the phenomenon known as "zero-clickification": users finding answers directly on the SERP without visiting websites.

We have all see the charts like below over the last year and half with the rollout of AI Overviews --- Impressions up, CTR and Clicks Down....'the great decoupling', the 'alligator charts' etc.

Impressions increasing - CTR declining - lines up with Google December'24 Core Update

Clicks Declining - Impressions increasing Lines up End of March'25 Core Update

Google aims to retain users within its ecosystem through these features and partnerships (e.g., Reddit integrations).

Impact of AI Overviews (AIOs) on SERP Positions

AI Overviews significantly complicate traditional position metrics:

Google now counts all websites cited in AIOs as position #1.
A single AIO can include 10-20+ citations, diluting traditional "position #1" value.
Traditional organic results (the "blue links") compete directly with AIO links.

What Determines the Most Valuable SERP Position?

Typical SEO answer here.

"IT. DEPENDS."

The true value of SERP positions is context-dependent:

Sometimes, AIO explicitly mentions and hyperlinks your brand.
Sometimes, AIO mentions your brand without a direct hyperlink.
Occasionally, Google’s internal links inflate its own metrics, reducing external clicks.

When a user expands an AIO (“Show more”):

Traditional organic positions can be pushed below the fold.
Reduced visibility leads to lower CTR due to users' aversion to scrolling and clicking.

Measuring the Value of SERP Positions

Accurately measuring the value of positions is increasingly difficult:

Lack of transparency and segmented data from Google and other AI platforms.
Likely low CTR for AIO citations due to users getting answers without needing to click.

Therefore, shifting metrics away from individual keyword clicks to broader visibility is critical:

Embrace Answer Engine Optimization (AEO).
Optimize visibility rather than relying solely on clicks.

Recommended Strategies for Today's SERP

To thrive in this complex environment, follow these strategies:

Continue traditional SEO: aim for high organic rankings and presence within SERP features.
Optimize for AIO visibility by providing authoritative, comprehensive, well structured content.
Shift analytics focus toward overall visibility, impressions, engagement, and conversions rather than keyword clicks.

Practical Steps to Own the SERP:

Produce high-quality, ''helpful' content.
Diversify your content distribution (organic, paid, YouTube, social, email, text).
Aim to appear multiple times on SERP for various queries.
Ensure visibility "above the fold" on mobile and desktop.

Conclusion: Traffic and Marketing Activity Diversification is Key

Today, the most valuable SERP position is? Not a position at all. It’s about consistent, diversified visibility across the SERP and multiple marketing channels working together. Until Google and other platforms offer greater transparency, the best strategy is comprehensive coverage, excellent - well structure "helpful" unique content, and omni-channel distribution.

Good Luck!