Search Ranking Traffic Calculator
The extra clicks, conversions and revenue a keyword brings if it moves from its current search position to a target one.
Click-through falls steeply down the first page: the top result takes roughly a quarter of clicks and the tenth around two percent.
How the search ranking traffic calculator works
Click-through falls steeply down the first page: the top result takes roughly a quarter of clicks and the tenth around two percent. So the value of a ranking move depends on where it starts and ends, not on the number of positions.
The calculator applies a typical published click-through curve to the monthly search volume for both positions, and turns the extra clicks into conversions and revenue at the rates you enter.
Formula: clicks = volume × CTR(position); extra = clicks(target) − clicks(now); revenue = extra × conversion rate × value
Worked examples
| Inputs | Extra clicks per month | Note |
|---|---|---|
| Fifth to second | 950 clicks | 630 → 1,580 clicks; 19 conversions |
| Second to first | 1,180 clicks | 1,580 → 2,760 |
| Bottom of the page up one | 30 clicks | 240 → 270 |
FAQFrequently asked questions
Where does the click-through curve come from?
It is a rounded version of the curves published from large samples of search-console data, in which the first result takes roughly a quarter of clicks and the tenth around two percent. Real curves vary by query — brand searches, questions and results pages with ads or featured snippets all differ — so treat the result as an order of magnitude.
Why is position 1 to 2 such a large difference?
Because the curve is steep at the top: the first result attracts close to twice the clicks of the second. The same one-position move from ninth to eighth is worth a fraction of that.
What conversion rate should I use?
The rate of organic visitors landing on that page, if you have it; the site average otherwise. Informational queries convert at a fraction of the rate of buying queries, so a page ranking for a question is worth less per click than one ranking for a product.
Does this account for searches with no click?
Only through the curve: a growing share of searches end without any click, which is one reason the percentages are well under 100% in total. If your page appears in a featured snippet or knowledge panel, its real click-through may sit outside this curve entirely.
Where these figures come from
- Interactive Advertising Bureau — measurement guidelines — the impression and viewability definitions CPM depends on
- Australian Competition and Consumer Commission — the Australian consumer law regulator
Last checked: September 2026. These are standard industry definitions; where platforms disagree, the page says so.