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78 SEO Statistics for 2023

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78 SEO Statistics for 2023

Article stats
  • Monthly traffic 535

  • Linking websites 1,700

  • Tweets 172

Data from Content Explorer

Shows how many different websites are linking to this piece of content. As a general rule, the more websites link to you, the higher you rank in Google.

Are you curious about the state of SEO in 2023? Then look no further.

We’ve curated, vetted, and categorized a list of up-to-date stats below.

Click to jump to a category or keep reading for our top SEO statistics.

These are the most interesting SEO stats we think you should know:

  1. 68% of online experiences begin with a search engine. (BrightEdge)
  2. 0.63% of Google searchers click on results from the second page. (Backlinko)
  3. 53.3% of all website traffic comes from organic search. (BrightEdge)
  4. 92.96% of global traffic comes from Google Search, Google Images, and Google Maps. (SparkToro)
  5. SEO drives 1,000%+ more traffic than organic social media. (BrightEdge)
  6. 60% of marketers say that inbound (SEO, blog content, etc.) is their highest quality source of leads. (HubSpot)
  7. SEO leads have a 14.6% close rate. (HubSpot)

These stats about ranking on Google may surprise you.

  1. 90.63% of pages get no organic search traffic from Google. (Ahrefs)
  2. 90.63% of pages get no organic search traffic from Google
  3. The top-ranking page gets the most search traffic only 49% of the time. (Ahrefs)
  4. Only 5.7% of pages will rank in the top 10 search results within a year of publication. (Ahrefs)
  5. 7.4% of top-ranking pages don’t have a title tag. (Ahrefs)
  6. 7.4% of top-ranking pages don't have a title tag
  7. Google rewrites title tags 33.4% of the time. (Ahrefs)
  8. Google is now 33% more likely to rewrite title tags. (Ahrefs)
  9. When Google ignores the title tag, it uses the H1 tag 50.76% of the time instead. (Ahrefs)
  10. Google is 57% more likely to rewrite title tags that are too long. (Ahrefs)
  11. 25.02% of top-ranking pages don’t have meta descriptions. (Ahrefs)
  12. 40.61% of pages have meta descriptions that truncate. (Ahrefs)
  13. Google shows meta descriptions in search results only 37.22% of the time. That rises to 40.35% for fat-head keywords and drops to 34.38% for long-tails. (Ahrefs)
  14. Google more likely to rewrite meta descriptions for long-tail than fat-head keywords
  15. The average top-ranking page also ranks in the top 10 search results for nearly 1,000 other relevant keywords. (Ahrefs)
  16. The average page in the top 10 is 2+ years old. (Ahrefs)
  17. 33% of websites pass the Core Web Vitals threshold. (Ahrefs)

Google says that backlinks are one of its top three ranking factors. Check out these link-related stats.

  1. 66.31% of pages have no backlinks. (Ahrefs)
  2. Most top-ranking pages get “followed” backlinks from new websites at a pace of +5%-14.5% per month. (Ahrefs)
  3. Generally speaking, the more backlinks a page has, the more organic traffic it gets from Google. (Ahrefs)
  4. The average cost of buying a link is $361.44. (Ahrefs)
  5. The average cost of publishing a paid guest post is $77.80. (Ahrefs)
  6. 73.6% of domains have reciprocal links, meaning that some of the sites they link to also link to them. (Ahrefs)
  7. 43.7% of the top-ranking pages have some reciprocal links. (Ahrefs)
  8. 66.5% of links to sites in the last nine years are dead. (Ahrefs)
  9. 10.6% of all backlinks to the top 110,000 sites are nofollow. (Ahrefs)
  10. 0.44% of links use “rel=ugc” and 0.01% use rel=“sponsored”. (Ahrefs)

Most SEO campaigns begin with keyword research. Here are some stats about how people are searching on Google.

  1. 94.74% of keywords get 10 monthly searches or fewer. (Ahrefs)
  2. 0.0008% of keywords get more than 100,000 monthly searches. (Ahrefs)
  3. Search volume distribution of 4 billion keywords
  4. Around 8% of search queries are phrased as questions. (Moz)
  5. 15% of all Google searches have never been searched before. (Google)
  6. 91.45% of search volumes in Google Ads Keyword Planner are overestimates. (Ahrefs)
  7. Google Ads Keyword Planner overestimates search volumes 54.28% of the time and is roughly accurate 45.22% of the time. (Ahrefs)
  8. 46.08% of clicks in Google Search Console go to hidden terms. (Ahrefs)

How much do SEO professionals charge for their services? Are you charging higher or lower than the average? Let’s look at the stats.

  1. 74.71% of SEOs charge a monthly retainer fee for their clients. (Ahrefs)
  2. For monthly retainers, $501–$1,000 per month is the most popular pricing tier. (Ahrefs)
  3. For hourly pricing, $100–$150 per hour is the most popular pricing tier. (Ahrefs)
  4. For per-project pricing, $501–$1,000 is the most popular pricing tier. (Ahrefs)
  5. 88.28% of SEOs charge $150/hour or less for their services. (Ahrefs)
  6. On average, SEOs who’ve been in business for over two years charge 39.4% more per hour, 102.41% more for monthly retainers, and 275% more for one-off projects than those who’ve been in business for less than two years. (Ahrefs)
  7. On average, SEOs serving the worldwide market charge 130.74% more than those serving the local market for monthly retainers. (Ahrefs)
  8. The mean salary for a U.S.-based SEO professional is $60,548 per year. (Backlinko)

As SEOs, it is important to understand where search engines are right now—and where they’re going.

  1. 12.29% of search queries have featured snippets in their search results. (Ahrefs)
  2. The #1 result in Google’s organic search results has an average CTR of 27.6%. (Backlinko)
  3. The top three Google search results get 54.4% of all clicks. (Backlinko)
  4. There are an estimated 3.5 billion searches on Google each day. (Internet Live Stats)
  5. 39% of purchasers are influenced by a relevant search. (Think With Google)
  6. 61.5% of desktop searches and 34.4% of mobile searches result in no-clicks. (SparkToro)
  7. Google accounts for around 83% of the global search market. (Statista)

If you serve customers locally, you should focus on improving your local search presence so more people can find you. These stats show the importance of good local SEO.

  1. 30% of all mobile searches are related to location. (Think With Google)
  2. 76% of people who search on their smartphones for something nearby visit a business within a day. (Think With Google)
  3. 28% of searches for something nearby result in a purchase. (Think With Google)
  4. Yelp appears in the top five search results for 92% of Google web queries that include a city and business category. (Fresh Chalk)
  5. 54% of smartphone users search for business hours, and 53% search for directions to local stores. (Think With Google)
  6. About 45% of global shoppers buy online and then pick up in-store. (Think With Google)
  7. Where to buy” + “near me” mobile queries have grown by over 200% from 2017 to 2019. (Think With Google)
  8. Mobile searches for “store open near me” (e.g., “grocery store open near me”) have grown by over 250% from 2017 to 2019. (Think With Google)
  9. Mobile searches for “on sale” + “near me” (e.g., “tires on sale near me”) have grown by over 250% YOY from 2017 to 2019. (Think With Google)

We’ve had great success driving customers using video marketing. Are you doing it too? If not, these stats may surprise you.

  1. The number of comments, views, shares, and “likes” have a strong correlation with higher YouTube rankings. (Backlinko)
  2. 68.2% of first-page YouTube results are HD videos. (Backlinko)
  3. The average length of a first-page YouTube video is 14 minutes, 50 seconds. (Backlinko)
Line graph showing relationship of video length to YouTube ranking

Google has moved to mobile-first indexing, and more people are using mobile search. No doubt, mobile SEO is incredibly important. 

  1. 58.99% of all website traffic worldwide comes from mobile phones. (Statista)
  2. 72.6% of internet users will access the web solely via their smartphones by 2025. (CNBC)
  3. There are more searches on mobile than on desktop. (Think With Google)
  4. 51% of smartphone users have discovered a new company or product when conducting a search on their smartphones. (Think With Google)
  5. 18% of local searches on smartphones lead to a purchase within a day vs. 7% of non-local searches. (Think With Google)
  6. On average, ranking in position #1 on mobile gets you 6.74% of the clicks, whereas ranking in position #1 on desktop gets you 8.17% of the clicks. (SEOClarity)
  7. 56% of in-store shoppers used their smartphones to shop or research items while they were in-store. (Think With Google)

Hey, Google. What’s the current state of voice search?”

  1. 40.7% of all voice search answers come from a featured snippet. (Backlinko)
  2. The typical voice search result is only 29 words in length. (Backlinko)
  3. Approximately 75% of voice search results rank in the top three for their corresponding queries. (Backlinko)
  4. The average voice search result has a ninth-grade reading level. (Backlinko)
  5. Websites with strong “link authority” tend to rank well in voice search. In fact, the average Domain Rating of a Google Home result is 76.8. (Backlinko)
  6. 48% of consumers are using voice for “general web searches.” (Search Engine Land)

Learn more

Check out these resources to learn more about SEO:



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State Of Marketing Data Standards In The AI Era [Webinar]

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State Of Marketing Data Standards In The AI Era [Webinar]

Claravine and Advertiser Perceptions surveyed 140 marketers and agencies to better understand the impact of data standards on marketing data, and they’re ready to present their findings.

Want to learn how you can mitigate privacy risks and boost ROI through data standards?

Watch this on-demand webinar and learn how companies are addressing new privacy laws, taking advantage of AI, and organizing their data to better capture the campaign data they need, as well as how you can implement these findings in your campaigns.

In this webinar, you will:

  • Gain a better understanding of how your marketing data management compares to enterprise advertisers.
  • Get an overview of the current state of data standards and analytics, and how marketers are managing risk while improving the ROI of their programs.
  • Walk away with tactics and best practices that you can use to improve your marketing data now.

Chris Comstock, Chief Growth Officer at Claravine, will show you the marketing data trends of top advertisers and the potential pitfalls that come with poor data standards.

Learn the key ways to level up your data strategy to pinpoint campaign success.

View the slides below or check out the full webinar for all the details.

Join Us For Our Next Webinar!

SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend

Join us and learn a unique methodology for growth that has driven massive revenue at a lower cost for hundreds of SaaS brands. We’ll dive into case studies backed by real data from over $150 million in SaaS ad spend per year.

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GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays

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GPT Store Set To Launch In 2024 After 'Unexpected' Delays

OpenAI shares its plans for the GPT Store, enhancements to GPT Builder tools, privacy improvements, and updates coming to ChatGPT.

  • OpenAI has scheduled the launch of the GPT Store for early next year, aligning with its ongoing commitment to developing advanced AI technologies.
  • The GPT Builder tools have received substantial updates, including a more intuitive configuration interface and improved file handling capabilities.
  • Anticipation builds for upcoming updates to ChatGPT, highlighting OpenAI’s responsiveness to community feedback and dedication to AI innovation.

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96.55% of Content Gets No Traffic From Google. Here’s How to Be in the Other 3.45% [New Research for 2023]

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96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023]

It’s no secret that the web is growing by millions, if not billions of pages per day.

Our Content Explorer tool discovers 10 million new pages every 24 hours while being very picky about the pages that qualify for inclusion. The “main” Ahrefs web crawler crawls that number of pages every two minutes. 

But how much of this content gets organic traffic from Google?

To find out, we took the entire database from our Content Explorer tool (around 14 billion pages) and studied how many pages get traffic from organic search and why.

How many web pages get organic search traffic?

96.55% of all pages in our index get zero traffic from Google, and 1.94% get between one and ten monthly visits.

Distribution of pages by traffic from Content Explorer

Before we move on to discussing why the vast majority of pages never get any search traffic from Google (and how to avoid being one of them), it’s important to address two discrepancies with the studied data:

  1. ~14 billion pages may seem like a huge number, but it’s not the most accurate representation of the entire web. Even compared to the size of Site Explorer’s index of 340.8 billion pages, our sample size for this study is quite small and somewhat biased towards the “quality side of the web.”
  2. Our search traffic numbers are estimates. Even though our database of ~651 million keywords in Site Explorer (where our estimates come from) is arguably the largest database of its kind, it doesn’t contain every possible thing people search for in Google. There’s a chance that some of these pages get search traffic from super long-tail keywords that are not popular enough to make it into our database.

That said, these two “inaccuracies” don’t change much in the grand scheme of things: the vast majority of published pages never rank in Google and never get any search traffic. 

But why is this, and how can you be a part of the minority that gets organic search traffic from Google?

Well, there are hundreds of SEO issues that may prevent your pages from ranking well in Google. But if we focus only on the most common scenarios, assuming the page is indexed, there are only three of them.

Reason 1: The topic has no search demand

If nobody is searching for your topic, you won’t get any search traffic—even if you rank #1.

For example, I recently Googled “pull sitemap into google sheets” and clicked the top-ranking page (which solved my problem in seconds, by the way). But if you plug that URL into Ahrefs’ Site Explorer, you’ll see that it gets zero estimated organic search traffic:

The top-ranking page for this topic gets no traffic because there's no search demandThe top-ranking page for this topic gets no traffic because there's no search demand

This is because hardly anyone else is searching for this, as data from Keywords Explorer confirms:

Keyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demandKeyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demand

This is why it’s so important to do keyword research. You can’t just assume that people are searching for whatever you want to talk about. You need to check the data.

Our Traffic Potential (TP) metric in Keywords Explorer can help with this. It estimates how much organic search traffic the current top-ranking page for a keyword gets from all the queries it ranks for. This is a good indicator of the total search demand for a topic.

You’ll see this metric for every keyword in Keywords Explorer, and you can even filter for keywords that meet your minimum criteria (e.g., 500+ monthly traffic potential): 

Filtering for keywords with Traffic Potential (TP) in Ahrefs' Keywords ExplorerFiltering for keywords with Traffic Potential (TP) in Ahrefs' Keywords Explorer

Reason 2: The page has no backlinks

Backlinks are one of Google’s top three ranking factors, so it probably comes as no surprise that there’s a clear correlation between the number of websites linking to a page and its traffic.

Pages with more referring domains get more trafficPages with more referring domains get more traffic
Pages with more referring domains get more traffic

Same goes for the correlation between a page’s traffic and keyword rankings:

Pages with more referring domains rank for more keywordsPages with more referring domains rank for more keywords
Pages with more referring domains rank for more keywords

Does any of this data prove that backlinks help you rank higher in Google?

No, because correlation does not imply causation. However, most SEO professionals will tell you that it’s almost impossible to rank on the first page for competitive keywords without backlinks—an observation that aligns with the data above.

The key word there is “competitive.” Plenty of pages get organic traffic while having no backlinks…

Pages with more referring domains get more trafficPages with more referring domains get more traffic
How much traffic pages with no backlinks get

… but from what I can tell, almost all of them are about low-competition topics.

For example, this lyrics page for a Neil Young song gets an estimated 162 monthly visits with no backlinks: 

Example of a page with traffic but no backlinks, via Ahrefs' Content ExplorerExample of a page with traffic but no backlinks, via Ahrefs' Content Explorer

But if we check the keywords it ranks for, they almost all have Keyword Difficulty (KD) scores in the single figures:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

It’s the same story for this page selling upholstered headboards:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

You might have noticed two other things about these pages:

  • Neither of them get that much traffic. This is pretty typical. Our index contains ~20 million pages with no referring domains, yet only 2,997 of them get more than 1K search visits per month. That’s roughly 1 in every 6,671 pages with no backlinks.
  • Both of the sites they’re on have high Domain Rating (DR) scores. This metric shows the relative strength of a website’s backlink profile. Stronger sites like these have more PageRank that they can pass to pages with internal links to help them rank. 

Bottom line? If you want your pages to get search traffic, you really only have two options:

  1. Target uncompetitive topics that you can rank for with few or no backlinks.
  2. Target competitive topics and build backlinks to rank.

If you want to find uncompetitive topics, try this:

  1. Enter a topic into Keywords Explorer
  2. Go to the Matching terms report
  3. Set the Keyword Difficulty (KD) filter to max. 20
  4. Set the Lowest DR filter to your site’s DR (this will show you keywords with at least one of the same or lower DR ranking in the top 5)
Filtering for low-competition keywords in Ahrefs' Keywords ExplorerFiltering for low-competition keywords in Ahrefs' Keywords Explorer

(Remember to keep an eye on the TP column to make sure they have traffic potential.)

To rank for more competitive topics, you’ll need to earn or build high-quality backlinks to your page. If you’re not sure how to do that, start with the guides below. Keep in mind that it’ll be practically impossible to get links unless your content adds something to the conversation. 

Reason 3. The page doesn’t match search intent

Google wants to give users the most relevant results for a query. That’s why the top organic results for “best yoga mat” are blog posts with recommendations, not product pages. 

It's obviously what searchers want when they search for "best yoga mats"It's obviously what searchers want when they search for "best yoga mats"

Basically, Google knows that searchers are in research mode, not buying mode.

It’s also why this page selling yoga mats doesn’t show up, despite it having backlinks from more than six times more websites than any of the top-ranking pages:

Page selling yoga mats that has lots of backlinksPage selling yoga mats that has lots of backlinks
Number of linking websites to the top-ranking pages for "best yoga mats"Number of linking websites to the top-ranking pages for "best yoga mats"

Luckily, the page ranks for thousands of other more relevant keywords and gets tens of thousands of monthly organic visits. So it’s not such a big deal that it doesn’t rank for “best yoga mats.”

Number of keyword rankings for the page selling yoga matsNumber of keyword rankings for the page selling yoga mats

However, if you have pages with lots of backlinks but no organic traffic—and they already target a keyword with traffic potential—another quick SEO win is to re-optimize them for search intent.

We did this in 2018 with our free backlink checker.

It was originally nothing but a boring landing page explaining the benefits of our product and offering a 7-day trial: 

Original landing page for our free backlink checkerOriginal landing page for our free backlink checker

After analyzing search intent, we soon realized the issue:

People weren’t looking for a landing page, but rather a free tool they could use right away. 

So, in September 2018, we created a free tool and published it under the same URL. It ranked #1 pretty much overnight, and has remained there ever since. 

Our rankings over time for the keyword "backlink checker." You can see when we changed the pageOur rankings over time for the keyword "backlink checker." You can see when we changed the page

Organic traffic went through the roof, too. From ~14K monthly organic visits pre-optimization to almost ~200K today. 

Estimated search traffic over time to our free backlink checkerEstimated search traffic over time to our free backlink checker

TLDR

96.55% of pages get no organic traffic. 

Keep your pages in the other 3.45% by building backlinks, choosing topics with organic traffic potential, and matching search intent.

Ping me on Twitter if you have any questions. 🙂



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