These Five Websites Captured 20% Of All Search Result Clicks

search-click-top-newsOnce in every five times that someone clicks a search result, it goes to one of five websites: Facebook, YouTube, Yahoo, Wikipedia or Amazon.

That leaves about 80 percent of search clicks for the rest of us.

Going further, the top 500 websites received almost 50 percent of all clicks from search results, and the top 10,000 websites got almost 75 percent of all search clicks.

All of this is according to the 2013 Digital Marketer Report from Experian Marketing Services (Hitwise).

The company says that those five sites I listed above combined to get 20.07 percent of all clicks from US search engines — Google, Bing, etc. — in Q4 of 2012. Facebook got the most clicks at about 8.5 percent, with the others declining to Amazon’s 1.4 percent.


The list shouldn’t be too much of a surprise. After all, Facebook, YouTube, Yahoo and Amazon were all among Experian’s most popular search terms of 2012, too.

What About Paid Clicks?

Things are fairly similar when it comes to paid search clicks, too. Experian says the top 10 websites captured about 16 percent of all paid search clicks, and the top 500 got 56 percent.

Amazon tops the list of websites that get traffic from paid search clicks, with eBay a pretty close second.


Related Topics: Channel: Video | eBay | Facebook | Features: Analysis | Google: YouTube & Video | Search & Society: General | Stats: Hitwise | Stats: Search Behavior | Top News


About The Author: is Editor-In-Chief of Search Engine Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • Nick Stamoulis

    I knew those 5 sites got a lot of love but I didn’t realize it was 20% of clicks! I would be really interested to learn what kind of searches drove the most visitors to those sites. Did the user intent impact how often someone clicked over?

  • Stephen

    I see amazon, wikipedia and youtube in the SERPs all the time when I search. I am surprised by facebook and yahoo, especially facebook. What do they actually rank for other than their brand name? Most of the time when I search for the full name of a friend I see LinkedIn rather than Facebook first in the SERPs.

  • Larry Kim

    Google does north of 3 billion searches per day. so Facebook gets 25,440,000,000 searches PER DAY from Google — Or 763M searches from Google every month? Wow!

  • Vic

    I am not surprised. Google ads probably take another 20%-70% depending on the niche, Google properties another 20% and we’re left with jack, and getting less with every update.

  • Pat Grady

    Top 500 get 50% = great news for Medium sized biz! Top 10,000 get 75% = great news for Small sized biz! 25% of clicks go to the little guys! This reminds me, again, of how Search empowers the little guy! I think it’s wonderful! 25% of a very large pie, is a very nice slice!

  • Kevin Lee

    Always interesting to compare different sources of data and trying to see if one can reconcile. For example Spyfu top advertiser (by spend) or SEMRush

  • Larry Kim

    i think there is some sampling error here. the results make no sense.

  • Shaun

    I can’t remember ever seeing a Facebook link in my search results. Am I not looking for the same stuff as the rest of the world? i use FB every day (just to annoy myself) and it’s never turned up in a Google search unless I’ve written the site name in the search bar instead of the URL by mistake.

  • datasmog

    If you ever watch people use a web browser this is no surprise. They have Google or Bing as their home page and habitually type url’s into the search box instead of the address bar. “Because that’s what you do isn’t it?”

    Your average web user isn’t all that clever.

  • Nathan Safran

    The question is what happens to those statistics when you eliminate navigational queries where people are just going to the website and are typing in a search rather than typing in the address in the browser (eg ‘facebook’).

  • Cristal Osborne

    Is there a search engine website that actually gives you results that pertain to your keywords? The top results are always annoying ‘schools’ for degrees or some other company that wants to make money off you. Sometimes the first five pages of my results do not even correlate to the topic. Am I not searching correctly or has Google and other common search engines just become greedy like

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