The Ultimate List of Content Marketing Statistics

31.7% – Average CTR of Google’s #1 organic search results. – Backlinko, 2019 [24]

90.63% – Percentage of content that generated no traffic from Google organic search (study of over one billion pages). – Ahrefs, 2020 [25]

0.78% – Percentage of users who scrolled past the first page of Google search results. – Backlinko, 2019[24]

81% – Percentage of people (age 16 – 64) who search online for a specific product or service to buy (across all devices). – DataReportal, 2020 [26]

69.7% – Percentage of search queries containing four words or more. – Ahrefs, 2021[27]

55.77% – Percentage of online traffic that came from mobile devices between July 2020 and July 2021 (worldwide). – Stat Counter, 2021 [28]

46.54% – Share of web traffic that came from desktop devices in the US between July 2020 and July 2021. – Stat Counter, 2021 [28]

3-6% – Clickthrough rate percentage range that long-tail keyword searches have over short-tail terms. – Smart Insights, 2021[29]

500-1,000% – Increase in traffic as a result of relaunching content that has been updated. – Moz, 2021 [30]

50% – Percentage of users more likely to click on a company’s brand if they see that brand name more than once in a search engine. – OmniCore, 2020 [31]

75% – Percentage of professionals in HubSpot marketing report who believed their SEO efforts were “extremely” or “very” effective in helping them hit their business goals. – HubSpot, 2021[32]

71% – Percentage of companies who used strategic keywords as a tactic for SEO. – HubSpot state of marketing report, 2021[32]

70% – Percentage of marketers who believe SEO is better for generating sales than pay-per-click (PPC) advertising. – Databox, 2019 (updated 2020) [33]

52% – Percentage of voice assistant users who say they use voice technology often throughout the day during the COVID-19 pandemic. – Smart Audio Report, 2020 [34]

24% – Percentage of US adults (c.60 million people) owning at least one smart speaker device. – National Public Media, 2020[35]

54% – Percentage of the US population that has used some form of voice command technology. – National Public Media, 2020 [35]

69% – Percentage of companies in a state of marketing report that say they actively invest time in SEO. – HubSpot, 2021 [32]

106% – Average monthly increase in web traffic that one company achieved by refreshing its old content. – HubSpot, 2021[32]

94.15% – Google’s percentage of the US search engine market in the first quarter of 2019. – SparkToro via Jumpshot, 2019 [36]

30.8% – CTR percentage increase due to moving up one spot in Google’s search rankings. – Backlinko, 2019 [24]

1,447 – Average number of words in Google first page top 10 results. – Backlinko, 2020 [37]

45% – Percentage of higher clickthrough rate for URLs containing a keyword, compared to those without one. – Backlinko, 2019 [24]

1.7% – The percentage of close rates from outbound leads. – Search Engine Journal, 2017 [1]

14.6% – The percentage of close rates from SEO leads. – Search Engine Journal, 2017 [1]

19% – The percentage of people who use Siri at least one time per day. – Hubspot, 2015 [2]

19% – The percentage of people who use Alexa, by Amazon, at least once a month. – Hubspot, 2015 [2]

20% – The percentage of searches on the Google mobile app and Android devices that are made by a voice search. – Hubspot, 2015 [2]

22% – The percentage of business owners happy with their conversion rates. – Econsultancy, 2016 [3]

23% – The percentage of people who use Cortana, by Microsoft, at least once a month. – Hubspot, 2015 [2]

26% – The percentage of consumers that use a branded app to look for something on a mobile device. – Smart Insights, 2016 [4]

28% – The percentage of searches for a nearby item that end with a purchase. – Google, 2016 [5]

33% – The approximate percentage of mobile searches that are actually location based. – The SEM Post, 2016 [6]

37% – The percentage of people who use Siri, by Apple, at least once a month. – Hubspot, 2015 [2]

46% – The percentage of Americans who look at their phone before even getting out of bed. – Tech Times, 2017 [7]

48% – The percentage of approximately 1,200 digital marketers who believed on-page SEO was still the most effective method of SEO in 2017. – Advanced Web Ranking, SEO Stats Report, 2017 [8]

48% – The percentage of consumers that use a search engine to start looking for something on a mobile device. – Smart Insights, 2016 [4]

50% – The percentage of mobile users who visit a store within a day of a local search. – Google, 2018 [9]

50% – The percentage of first page results on Google that are HTTPS. – Moz, 2017 [10]

51% – The percentage of mobile users who discover something new because of a search on their phone. – Google, 2018 [9]

61% – The percentage of marketers who believe their top inbound marketing job is improving SEO as well as growing organic presence. – HubSpot, 2018 [11]

64.5% – The percentage of online searches that are 4 words or more. – Ahrefs, 2017 [12]

65% – The percentage of marketers who think the hardest task they have to perform is building links. – Advanced Web Ranking, SEO Stats Report, 2017 [8]

66% – The percentage of people who use digital voice assistants and therefore use their smartphones less. – CNBC, 2018 [13]

70 – 80% – The percentage of search engine users who only pay attention to organic results. – MarTech, 2018 [14]

72% – The percentage of consumers that conduct a local search and visited a store 5 miles or less away. – Wordstream, 2016 [15]

84% – The percentage of people who choose not to make a purchase because the website is unsecured. – Blue Corona, 2018 [16]

86% – The percentage video use on landing pages can increase conversions. – Wordstream, 2018 [17]

90% – The percentage of searchers who haven’t yet decided on a brand when they start a search. – Status Labs, 2018 [18]

92% – The accuracy rate which Google claims for its voice recognition software. – Blue Corona, 2017 [19]

94% – The percentage of organic traffic that Google is responsible for. – Web Presence Solutions, 2017 [20]

96% – The percentage of mobile traffic that Google monopolizes. – Jody Nimetz Co., 2018 [21]

157% – The percentage by which a video inside a post increases organic traffic from a search engine. – Clever Clicks, 2017 [22]

3,400% – The percentage by which voice searches increased between 2008 and 2017. – HubSpot, 2017 [23]

[1] Search Engine Journal, 2017

[2] Hubspot, 2015

[3] Econsultancy, 2016

[4] Smart Insights, 2016

[5] Google, 2016

[6] The SEM Post, 2016

[7] Tech Times, 2017

[8] Advanced Web Ranking, SEO Stats Report, 2017

[9] Google, 2018

[10]  Moz, 2017

[11] HubSpot, 2018

[12] Ahrefs, 2017

[13] CNBC, 2018

[14] MarTech, 2018

[15] Wordstream, 2016

[16] Blue Corona, 2018

[17] Wordstream, 2018

[18] Status Labs, 2018

[19] Blue Corona, 2017

[20] Web Presence Solutions, 2017

[21] Jody Nimetz Co., 2018

[22]  Clever Clicks, 2017

[23] HubSpot, 2017

[24] Backlinko, 2019

[25] Ahrefs, 2020

[26] DataReportal, 2020

[27] Ahrefs, 2021

[28] Stat Counter, 2021

[29] Smart Insights, 2021

[30] Moz, 2021

[31] OmniCore, 2020

[32] HubSpot, 2021

[33] Databox, 2019

[34] Smart Audio Report, 2020

[35] National Public Media, 2020

[36] SparkToro via Jumpshot, 2019

[37] Backlinko, 2020