People with SEO experience will agree that it really doesn’t make a difference whether you are ranked 12 or 100 for a keyword(s). Indeed, search clicks are heavily concentrated on the top portion of the first page of search results. And this trend toward traffic consolidation has accelerated as time has passed. It is difficult to determine the actual percentage of clicks you will obtain when you reach #1, however rule of thumb suggests a 40% click through rate at the top position.