Pages

• The highest click frequency for Google results, by an enormous margin, occurs on Page 1. However, there's also a large jump between Page 2 and Pages 3 and beyond. While search results on the second page account for 2.5 percent of clicks to websites, Pages 3 and above only count for 1.7 percent. That means you're very unlikely to attract visitors if your site sits on Page 2, let alone Page 4.
  
  

Page 1

• In 2006, Internet giant AOL accidentally leaked data on millions of searches. While the data isn't exactly the same as Google's, many search engine optimization professionals use these figures to show the spread of clicks on the first page. It shows that more than 42 percent of organic clicks on Page 1 are for the top result. The second position gets a click frequency of almost 12 percent, with 8.5 percent for the third position. Positions 4 through 10 share 27 percent of the clicks, with the 10th spot getting only 3 percent.
  
  

Paid Vs. Organic

• A Google search results page usually displays two types of results -- organic and paid listings. You'll find the organic results in the main central column. The paid listings are in the right-hand column, with some appearing above the organic results. Companies pay to place these ads. In general, organic results get a higher frequency of clicks than paid ads. The click split is around 75 percent organic to 25 percent paid, according to a roundup of expert opinion by SEO expert Neil Walker.
  
  

Paid Frequency

• Much like organic results, paid ads also have a spread of click frequency depending on their position. For example, in a case study cited on the SEOMoz website, the top paid above-the-organic results received 11 percent of all page clicks, including organic results. The one below that got 6 percent, while the other top result received 4 percent of all clicks. The highest-positioned paid ad in the right sidebar received 3 percent, with the majority of the others getting no more than 1 percent each. Again, it shows that for the highest click frequency, being near the top of Page 1 is very important.