 Happy Friday moz fans today. I want to talk to you about position one in 2024. So as I'm recording this, we're just coming to the end of January 2024 and I want to have a look at what is actually in position one in the SERPs right now how it's changed in the last year and what that means for us as SEOs as We're often prone as an industry sort of complaining that Google is stealing more and more and more of our lunch I think there's some truth to that, but there's also some some new words to that And I think there's more positive stories Available as well now all the data. I'm about to share with you This is from stat our sort of enterprise SERP analytics platform your rank tracking this kind of thing and I'm using the mozcast corpus of keywords. So this is 10,000 head terms tracked in the US And the UK so two sort of suburban locals and on desktop and smartphone. So 40,000 Total keywords and the reason I'm using this is we've had this sort of as a consistent data set for a long time But both at moz and now at stat as well. I want to talk a little bit about what I mean as Mean by position one. So in stat we have this contrast between rank and base rank and by rank we mean whatever is actually the first Thing on the set the search engine results page the SERP and but and by base rank We mean the first regular or organic result and so here I'm interested in what is in what is first? No matter what so it might not be an organic result. That said, I'm not talking about ads I think there's an interesting to discussion. There's an interesting discussion to be had about how much real estate is going to ads over time Google shopping now is almost entirely ads Sge's interestingly have almost no ads in and around them at all However, we're putting that to one side for today. I just want to talk about not necessarily traditional organic results But not sponsored results. So what's actually in position one? excluding excluding ads well Most of the time about two-thirds of the time. It is actually Regular organic, you know your ten blue links this surprised me. I don't know whether it's the naysang I don't know it's whether it's because adverts are always there. So I don't sort of notice it But yeah, most of the time you are actually looking at organic in in position one when you're not looking at organic You're looking at a bunch of other features some of which are in play Some of which not so knowledge graph obviously you can't really mean maybe for a branded term or something But you can't really appear in in knowledge graph and that is the second biggest result Local, of course, you can appear in in local and that's that's seven percent. That's a big chunk of what's left Images sort of yes, like it is organic image search. Although how much click-through rate you're going to get very much open to debates Found on the web. This is a new feature that's kind of come from nowhere in the last year It's a bit of a hybrid between featured snippets and knowledge graph So you can click through to a website from this it is in play And then other and other includes a lot of things probably the most notable ones are things like Video which again, maybe you could have a you know from your brand's YouTube channel or something like this How this tends to work out sort of another way of saying the same statistic the two-thirds organic is that the the average The average rank of the first organic result tends to be about 1.5 on desktop or about two on mobile so that doesn't sound To that doesn't sound amazing like all the average rank that you could you could get by ranking first is 1.5 But really that's not too bad when you consider how many other result types are out there So I think like I said at the start I think there's some there's some positive news stories here and and there's some less good ones So that the positive one is as I've just said you can appear Most of it is organic a lot of what isn't organic is stuff that you actually can appear in as a brand What's what's not so good is that's not Universally true. So like some of these features like knowledge graph for example are not so easy to appear in and actually even some of the Organic is not a lot of organic position one is still not really in play So this is these are some of the top sites that appeared in in position one in the 67 cent of Position ones that were organic sites. So you've got the NHS Wikipedia IRS Gov UK so half of these keywords being UK is where you've got the NHS and gov UK in here and then Google comm and this is things like You know play Google our support Google or Chrome. Is it Chrome Google? I can't remember that these kinds of sort of Google subdomains and this These I'm not doing that very well, but these sort of five sites alone are 8.6 percent so that's quite a big chunk, you know, that's But more than more than a tenth of what's available here is just these and Just these five sites So That's that's the less good story there What's what's more positive again though is that this is Broadly steady year-on-year in the last year. We haven't seen a big collapse of Of organic like a lot of people tend to to think and tend to fear So this this is showing how the organic shares broken down over device and locale So you see for for GB and desktop, for example, this is about 72% So slightly more than the two-thirds average about 72% and it's actually the amount going to organic has gone up a bit year-on-year and then for GB smartphone and US desktop Basically dead even year-on-year. So that's kind of positive however, that the less good story is that there is a bit of a canary in the coal mine because US smartphone, which I think tends to be a bit of a leading indicator You know tends to move ahead of other markets a bit This is on minus six point four year-on-year and this hasn't really gone sort of any one other Result type in particular, you know, it's not like found on the web came up from nowhere and took exactly six point four or something Like this. This is sort of spread across everything. So this this is kind of a trend in what organic is doing Not just one feature being swapped in and out. So this is a little bit concerning But hopefully this is the the exception that proves the rule and not as I put here a canary in the common So I hope this has given you a lot of Interesting things to talk about like I say the message that I take away from this is that despite all of sort of angry bickering within the SEO Industry there is still a lot to play for here and even in Non-organic results that there are other features that you can appear in as a brand that we track as well And that we think do represent opportunities. Yeah, hope you found that interesting. Thank you