[updated for 2025]

In 2025, the first page of Google is no longer just about organic results and paid ads.

AI-driven summaries, featured snippets, product listings, and knowledge panels now dominate the landscape, making it more competitive than ever.

The job is not nearly complete once your website reaches the first page of Google; it simply gets more competitive and scientific.

Here’s a deep dive into what’s really happening on the first page of Google and what it means for your website’s traffic.

Organic Listings vs. Paid Ads: Who Gets the Clicks?

Organic Listings Receive the Majority of Clicks

For years, organic search results have dominated the click landscape. Today, the numbers still reflect that dominance:

• The top three organic search results collectively receive 68.7% of all clicks. (First Page Sage)
• The #1 organic search result alone has a 27.6% average click-through rate (CTR). (Backlinko)

While organic rankings still matter, they now share space with an array of new SERP (Search Engine Results Page) features that define the first page of Google.

Paid Ads (PPC) Get 10% or Fewer Clicks

• While Google Ads allow businesses to appear at the top of search results in minutes, paid search typically receives only 6% or less of total clicks. (Digital Silk)
• Organic search listings receive 19 times more clicks than paid search ads, on average.

Google Ads placements are now exclusive to the top and bottom of search results, with product shopping ads appearing for many commercial searches on the first page of Google.

The New First Page: More Than Just Links

Years ago, Google’s first page was a straightforward list of 10 blue links with a few paid ads. That’s no longer the case. In 2025, the SERP is packed with interactive and AI-driven features designed to grab user attention. These features impact where users click—and whether they even leave Google first page results at all.

1. AI Overviews: Answering Questions Before Users Click

Google’s AI Overviews, introduced in May 2024, provide AI-generated summaries at the top of the SERP. While these are useful for quick answers, they reduce the likelihood of users clicking on traditional organic results. If your content is included in an AI Overview, you may get increased visibility, but if not, you could lose potential clicks to Google itself.

2. Featured Snippets: The Coveted “Position Zero”

Featured snippets appear above organic results and capture a significant portion of clicks. These snippets are formatted as short paragraphs, lists, or tables and are pulled directly from a webpage. Optimizing content for featured snippets is now a crucial SEO strategy.

3. “People Also Ask” (PAA) Expands User Exploration

• The PAA box displays related questions that users frequently ask.
• Each question expands to show a brief answer with a link to the source.
• This feature encourages deeper exploration and gives brands additional chances to appear on the SERP.

4. Knowledge Panels: Instant Answers, Less Clicks

• Google’s Knowledge Panels pull authoritative information from reputable sources and display it in a prominent sidebar.
• While this boosts visibility, it often reduces the need for users to visit websites, as they find answers directly on the Google first page.

5. Image & Video Carousels: Visual Content is King

• Google now prioritizes image and video content with interactive carousels.
• Video content from YouTube (often owned channels) frequently appears at the top of results, further shifting engagement away from traditional search listings.

6. Local Map Packs: Crucial for Location-Based Businesses

• The Local Pack appears for searches with local intent, displaying a map with three business listings.
• This is essential for businesses seeking foot traffic and local SEO success on the first page of Google.

7. Shopping Ads & Product Listings: A Game Changer for E-commerce

• Google integrates product listings and shopping ads into search results for e-commerce queries.
• These results showcase product images, prices, and seller information, often above organic results.

The Harsh Reality: If You’re Not on Page 1, You’re Invisible

I love this joke and I tell it often:

Where do you hide a dead body? On the second page of Google.

The stats make it clear:

• Only 0.63% of users click on results from the second page of Google.
• Page 1 captures over 90% of all search traffic.
• If your site ranks #38, your traffic potential is virtually zero.

The takeaway? Page 1 is no longer just about being in the top 10 organic listings — it’s about securing visibility in multiple SERP features on the Google first page. If your website isn’t visible on the 1st page of Google, it may struggle to gain meaningful traffic.

Key Takeaways: How to Win on Google’s First Page in 2025

1. Prioritize High-Quality, Authoritative Content
   • With Google’s latest updates favoring high-value content, thin, low-quality SEO articles are getting demoted.
2. Optimize for Multiple SERP Features
   • Focus on Featured Snippets, PAA, Knowledge Panels, and Image/Video Carousels.
   • Use structured data to improve your chances of appearing in rich snippets.
3. Diversify Your Content Strategy
   • SEO isn’t just about ranking for organic listings anymore.
   • Leverage video (YouTube), image SEO, and local search optimization.
4. Adapt to AI Search Trends
   • Google’s AI Overviews are reshaping search behaviors.
   • If your content isn’t optimized for AI-generated answers, you risk losing traffic.

Final Thoughts: SEO in 2025 is More Competitive Than Ever

If you just threw an office party because your website ranks #38 for “yellow widgets”, I’m about to crash it. Put away the cake and hand over the remaining party dollars to a good SEO consultant. The first page of Google is where the celebration begins.

The days of simply ranking on page 1 and watching traffic roll in are over. With AI-driven results, rich snippets, video carousels, and knowledge panels dominating the first page, Google is now its own ecosystem of answers and information.

But that doesn’t mean SEO is dead — it just means it has evolved. The brands that adapt to these changes, focus on authoritative content, and optimize for multiple search features will still win in this new era of search.

“If you’re not first, you’re last.”

If you’re still celebrating a page 2 ranking, it might be time to rethink your SEO strategy. Ricky Bobby might not be an SEO expert, but he had a point.