Key Insights
Essential data points from our research
The probability of bounce increases 32% as page load time goes from 1 second to 3 seconds
A site that loads in 1 second has a conversion rate 3x higher than a site that loads in 5 seconds
0-4 second load times are best for conversion rates
58.99% of all website traffic worldwide comes from mobile devices
61% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site
61% of users are unlikely to return to a mobile site they had trouble accessing
90.63% of content gets no traffic from Google
66.31% of pages have zero backlinks
There is a high correlation between the number of referring domains and search traffic
The #1 result in Google's organic search results has an average CTR of 27.6%
Moving up one spot in the search results increases CTR by 30.8%
Only 0.63% of Google searchers click on something from the second page
40.7% of all voice answers come from a featured snippet
70.4% of voice search result pages are secured with HTTPS
The average voice search result is only 29 words long
Crawling, Indexing & Links
- 190.63% of content gets no traffic from Google
- 266.31% of pages have zero backlinks
- 3There is a high correlation between the number of referring domains and search traffic
- 45.38% of all pages on the web have 4xx errors
- 542.5% of websites have broken internal links
- 625% of websites have broken external links
- 780% of websites have 404 error pages
- 8Approximately 50% of websites face duplicate content issues
- 930% of websites have redirects chains and loops
- 1018% of websites have slow loading pages identified by crawlers
- 1165% of the top-ranking pages in Google for competitive keywords use HTTPS
- 12Removing duplicate content can increase traffic by up to 50%
- 1329% of websites have duplicate meta descriptions
- 14Robots.txt errors affect about 6% of websites
- 15Websites with a flat architecture rank better than those with a deep architecture
- 16Orvanic traffic can drop by 20% or more due to migration errors
- 1710% of websites have issues with XML sitemap formatting
- 18Nearly 60% of the pages ranking in the top 10 results at Google are 3 or more years old
- 19Only 5.7% of all newly published pages will get to Google Top 10 within a year
- 20The average top-ranking page is over 2 years old
Interpretation
The web resembles a neglected library: 90.63% of content gets no Google traffic, 66.31% of pages have zero backlinks, roughly half of pages suffer duplicate content with 29% using duplicate meta descriptions, 5.38% of pages return 4xx errors while 42.5% of sites have broken internal links, 25% have broken external links and 80% host 404 pages, 30% endure redirect chains and loops, 18% are slow per crawlers, robots.txt errors affect about 6% of sites and 10% have XML sitemap formatting issues, migrations can cut organic traffic by 20% or more, yet more referring domains strongly correlates with traffic, 65% of top competitive pages use HTTPS, nearly 60% of pages in the top 10 are three years or older and the average top-ranking page is over two years old while only 5.7% of new pages reach the top 10 within a year, and removing duplicate content alone can boost traffic by up to 50%, so fix the technical rot, flatten your architecture, speed up pages and earn links if you want search to notice you.
Mobile & Local Technical
- 158.99% of all website traffic worldwide comes from mobile devices
- 261% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site
- 361% of users are unlikely to return to a mobile site they had trouble accessing
- 440% of users will visit a competitor’s site if they have a bad mobile experience
- 5Mobile searches for 'best' have grown over 80% in the past two years
- 676% of people who search on their smartphones for something nearby visit a business within a day
- 728% of local searches result in a purchase
- 830% of all mobile searches are related to location
- 9Local searches lead 50% of mobile visitors to visit stores within one day
- 1057% of users say they won’t recommend a business with a poorly designed mobile site
- 11Google drives 96% of mobile search traffic
- 1288% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours
- 1354% of consumers look for business hours on Google Maps specifically
- 1486% of people look up the location of a business on Google Maps
- 1546% of all Google searches are linked to something local
- 1692% of searchers will pick businesses on the first page of local search results
- 17Smartphone users are significantly more likely to purchase from companies whose mobile sites facilitate them answering their questions quickly
- 18Mobile-friendly websites rank higher in search results since the Mobile-First Indexing update
- 1973.1% of web designers believe that a non-responsive design is a top reason why visitors leave a website
- 2053.8% of web designers cite 'not being mobile-friendly' as a top reason for a website redesign
Interpretation
With nearly 60% of global traffic coming from phones, Google driving almost all mobile search, and local mobile queries often converting into same day visits and purchases, a site that is not mobile friendly becomes a digital doormat for competitors, harms recommendations and rankings, and guarantees costly redesigns, so businesses must prioritize mobile first, optimize Maps and local listings, and answer users' questions instantly.
Site Speed & Performance
- 1The probability of bounce increases 32% as page load time goes from 1 second to 3 seconds
- 2A site that loads in 1 second has a conversion rate 3x higher than a site that loads in 5 seconds
- 30-4 second load times are best for conversion rates
- 447% of consumers expect a web page to load in 2 seconds or less
- 540% of people abandon a website that takes more than 3 seconds to load
- 6A 0.1 second improvement in mobile site speed increased conversion rates by 8.4% for retail sites
- 7Almost 70% of consumers say page speed impacts their willingness to buy from an online retailer
- 882% of consumers say slow page speeds impact their purchasing decisions
- 9Pages that load within 2 seconds have an average bounce rate of 9%
- 10Pages that load in 5 seconds have an average bounce rate of 38%
- 11The average mobile webpage takes 15.3 seconds to load
- 12Compressing images and text can help 25% of pages save more than 250KB
- 13Pinterest reduced perceived wait times by 40% and increased SEO traffic and sign-ups by 15%
- 14BBC found that they lost an additional 10% of users for every extra second their site took to load
- 15Yahoo found that a 400ms delay resulted in a 5% to 9% decrease in traffic
- 16Improving Core Web Vitals can lead to a 24% decrease in page abandonment
- 1753% of mobile site visitors leave a page that takes longer than three seconds to load
- 18Ideally, the LCP (Largest Contentful Paint) should occur within 2.5 seconds of when the page first starts loading
- 19A good CLS (Cumulative Layout Shift) score is less than 0.1
- 20Sites with 'good' Core Web Vitals have 24% lower abandonment rates
Interpretation
Think of page speed as digital currency: users expect pages in about two seconds and start abandoning after three, so shaving milliseconds matters, because sites that load in one second convert three times better than those at five, a 0.1 second mobile gain can lift conversions 8.4 percent, and improving Core Web Vitals can cut abandonment roughly 24 percent.
Structured Data & Future Tech
- 140.7% of all voice answers come from a featured snippet
- 270.4% of voice search result pages are secured with HTTPS
- 3The average voice search result is only 29 words long
- 4Schema markup is used by 31.3% of websites
- 5Pages with schema markup rank 4 positions higher in search results on average
- 6Websites with video content are 53 times more likely to rank on the first page of Google
- 7Voice search shopping is expected to hit $40 billion
- 827% of the global online population is using voice search on mobile
- 958% of consumers use voice search to find a local business information
- 1036.4% of voice search results come from pages that use Schema markup
- 11The average domain authority of a voice search result is 76.8
- 12Pages using FAQ Schema see an increase in clicks from search results
- 13Rich results for events can double the traffic to the event detail pages
- 14Using 'Recipe' structured data can result in a 2.7x increase in traffic
- 15Video search results have a 41% higher click-through rate than plain text results
- 16Images returned for 27.9% of search queries on Google
- 17Incorporating video schema can lead to a 10% increase in video views
- 1862% of smart speaker owners have used their device to buy something via voice commerce
- 19By 2024 the number of digital voice assistants will reach 8.4 billion units
- 20Implementing JobPosting structured data increased organic traffic to job pages by 100% for ZipRecruiter
Interpretation
Think like a tiny, secure snippet: craft concise 29 word answers on HTTPS pages enriched with FAQ, Recipe, Event, JobPosting and video schema plus video and images, because structured data and multimedia catapult rankings and clicks, power most voice answers and local mobile searches, and position you to capture massive voice commerce as billions of digital assistants arrive.
UX, SERP & Engagement
- 1The #1 result in Google's organic search results has an average CTR of 27.6%
- 2Moving up one spot in the search results increases CTR by 30.8%
- 3Only 0.63% of Google searchers click on something from the second page
- 4Title tags between 15 to 40 characters have the highest CTR
- 5Pages with a meta description get 5.8% more clicks than those without
- 6URLs that contain a keyword have a 45% higher click-through rate than URLs that don't
- 712.29% of search queries have featured snippets in their search results
- 899.58% of featured snippets pages already rank in top 10 positions in Google
- 9A featured snippet gets approximately 8.6% of clicks
- 10When a featured snippet is present the #1 organic result CTR drops below 20%
- 1170% of marketers see SEO as more effective than PPC
- 12Organic search delivers 53% of all website traffic
- 13B2B companies realize revenue from their organic traffic twice as often as any other channel
- 1475% of users never scroll past the first page of search results
- 15Question-based title tags have a 14.1% higher CTR than non-question titles
- 16Emotional titles may improve CTR, but power words can decrease CTR by 13.9%
- 1788% of online shoppers wouldn’t return to a website after having a bad user experience
- 1838% of people will stop engaging with a website if the content or layout is unattractive
- 19Judgments on website credibility are 75% based on overall aesthetics
- 20First impressions of a website are formed in 0.05 seconds
Interpretation
Taken together, these stats show that SEO is both kingmaker and gatekeeper: the #1 result averages a 27.6% CTR and moving up one spot boosts clicks about 30.8% while almost nobody clicks onto page two; featured snippets appear in roughly 12% of queries and capture about 8.6% of clicks, which pushes the top organic result below 20%, yet you can still boost CTR with concise 15 to 40 character titles, question-based and emotionally tuned copy (beware that power words can reduce CTR by about 13.9%), plus keyword-rich URLs and meta descriptions, because organic search delivers 53% of traffic and B2B revenue from organic is twice that of other channels, but all of this is wasted if your site looks bad or feels clunky since first impressions form in 0.05 seconds and 88% of shoppers will not return after a bad experience.
