Know-How Exchange : SEO/SEM

Interesting question. I've heard that by the time you hit the 3rd page, the average searcher won't bother hitting the 4th.

Have a look at https://www.seoresearcher.com/distribution-of-clicks-on-googles-serps-and-e... for some other interesting results (from 2006, but still relevant).

Hope that helps
Dave J.
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Hi Davide,

I work for a search company and can share some of the things we are observing.
Usually the distribution of search pagination follows the below pattern -

Page 1 - 65-70%
Page 2 - 20-25%
Page 3 and more - 5%

However let me also add that no. of pages viewed before changing the query is a function of several variables -

1. Type of query - Certain queries like navigational queries have only 1 relevant result (the site you are wanting to go to), here we see very less pagination. Whereas, a high level intent (say a student researching on "branding and positioning") will witness more pagination.

2. User sophistication - Defined here as the ability to best express one's search intent. Better the sophistication lesser the pagination (again depends on the level of intent)

3. User motivation

4. Most importantly, the relevance of the search quality. We are surprised to see that how even Google fails to deliver on so many intents given the ways in which users express their intents.

You may try and apply the above parameters for the specific case you have asked this question for.

Hope this helps.

Thanks.
Sagar