According to this Moz article: http://moz.com/ugc/click-through-rates-in-google-serps-for-different-types-of-queries The sum of click-thru rates for all positions #1-#10 is 208%, with #1 being 52% and #3 being about 28%. So for each search a user performs about 2 clicks. [for the sake of this, let's pretend clicks from other pages do not exist] Now, what I take that to mean is that if a keyword has a Local Searches total of say 2,500 per month, then there will be more than 2500*2.08=5200 clicks total. With the #3 spot getting 2500*.28=700 clicks per month. However - is that the right take? Most other studies take a different approach, where the sum of the CTR does not go above 100%: http://agent-seo.com/seo/click-distribution-percentages-by-serp-rank/ According to their approach, the #3 position would actually get 2500*.1009=252 clicks per month rather than 700. Obviously, that's a pretty big difference. While most studies take the latter approach to calculating clicks by SERP position, it does make sense that a Google user would click multiple times for each search. And yet, I don't know if each time someone clicked, whether Google would count that as an extra search for search volume. So what's the proper way to estimate traffic based on SERP rank and Google Local Search Volume?