If you’ve ever wondered whether it’s worth the investment to get your website onto page 1 of Google, consider this: over 90% of all search traffic goes to results on the first page. But not all positions are created equal. The difference in value between the #1 spot and the #10 spot is dramatic, and understanding the ROI of each ranking position can help businesses make smarter marketing decisions.
So, how much is each spot on page 1 of Google really worth? Let’s break it down.
The Click-Through Rate (CTR) Breakdown
Studies analyzing millions of search queries show that the click-through rate (CTR) drops significantly as you go down the page:
- Position 1: ~27.6% CTR
- Position 2: ~15.8% CTR
- Position 3: ~11.0% CTR
- Position 4: ~8.0% CTR
- Position 5: ~6.3% CTR
- Position 6: ~4.9% CTR
- Position 7: ~3.9% CTR
- Position 8: ~3.3% CTR
- Position 9: ~2.7% CTR
- Position 10: ~2.4% CTR
If 1,000 people search for a keyword every month, the website in the #1 spot typically gets around 276 clicks, while the one in the #10 spot will only see 24 clicks. That’s a massive difference in exposure and potential revenue.
Translating Clicks Into Dollars
We can apply some simple math to understand the actual dollar value of each ranking spot. Let’s assume your average conversion rate is 5% and each lead or sale is worth $100.
- Position 1: 276 clicks → 13.8 conversions → $1,380/month
- Position 2: 158 clicks → 7.9 conversions → $790/month
- Position 3: 110 clicks → 5.5 conversions → $550/month
- Position 10: 24 clicks → 1.2 conversions → $120/month
That’s over 10x more value from being in the top position than barely making it onto page one.
The Power of High-Intent Keywords
Keep in mind that these numbers can multiply fast when targeting high-value, high-intent keywords. For example, keywords like “emergency plumber near me” or “best injury lawyer in Denver” may only get 500 monthly searches, but each lead could be worth thousands.
That’s why top SEO agencies, like Elite SEO Consulting, prioritize not just traffic, but qualified traffic. It’s not just about ranking—it’s about ranking for keywords that convert.
Paid Search Comparison
Let’s compare organic SEO to paid ads. If you were to pay for that same top spot using Google Ads, you’d be bidding anywhere from $2 to $50+ per click, depending on the industry.
So, those 276 organic clicks in position #1? At $10 per click, that’s the equivalent of $2,760/month in ad spend. In ultra-competitive industries like legal, HVAC, or finance, the equivalent ad value can climb to $10,000/month or more for a single ranking.
That’s why businesses that rank organically see such robust ROI—the traffic is free after the SEO investment, and the returns compound over time.
A Ranking Spot is a Digital Asset
Think of each ranking position as real estate. Page 1 of Google is the most valuable online property your business can own. And just like a storefront on Main Street, the closer you are to the top, the more foot traffic you get.
Top SEO agencies know this. That’s why they invest time in optimizing site structure, improving content quality, building authoritative backlinks, and constantly monitoring algorithm changes. It’s not just about getting ranked—it’s about staying there.
Final Thoughts: Small Moves, Big Money
In SEO, moving from position 5 to position 3—or from 3 to 1—can represent thousands of dollars in additional monthly revenue. For companies looking to grow, that can mean the difference between plateauing and scaling.
If you’re on page two or stuck in the lower half of page one, you’re missing out on the lion’s share of traffic and revenue.
Now is the time to ask: what would it mean for your business to own the top spot?
