Two years ago AOL leaked some search engine positioning statistics showing the percentage of clicks received by each search result on a page.
The data showed
That compromised data gave us the following break-down of the percentage of clicks received by each of the top 11 search results:
| Rank | Percent |
| 1 | 22.6% |
| 2 | 6.4% |
| 3 | 4.5% |
| 4 | 3.2% |
| 5 | 2.6% |
| 6 | 2.1% |
| 7 | 1.8% |
| 8 | 1.6% |
| 9 | 1.5% |
| 10 | 1.6% |
| 11 | 0.35% |
This shows the extreme value of the number one position and that approximately 50% of the page clicks were going to the ppc activity.
This can be used to develop a business model for serps investment or ppc activity.