SEO in Morocco, in real numbers
793,992 Google impressions, 31,668 queries, 16 months of Search Console data across Moroccan websites we operate. Here is what the data actually says about clicks in Morocco.
The 6 key numbers
- Page 1 captures 96% of all clicks. Beyond position 10, CTR collapses to 0.34%. Page 2 is invisible.
- The top 3 gets 4.3x the clicks of positions 6-10 (6.9% vs 1.6% CTR), and 20x the clicks of positions 21+.
- Even position 2 averages only 7.7% CTR. SERP features (local pack, AI Overviews, rich results) absorb a large share of clicks: position alone is no longer enough.
- In Moroccan e-commerce, price intent dominates: 54% of impressions come from queries containing the word « prix » (price), across 18% of unique queries. Moroccan buyers search for the price before the brand.
- Mobile owns shopping, desktop owns B2B. Product search: 75% of impressions on mobile, with mobile CTR 1.7x higher than desktop (6.0% vs 3.6%). Professional/B2B search: desktop remains the majority (56 to 77% depending on the panel).
- Panel: 31,668 unique queries · 793,992 impressions · 18,517 clicks · March 2025 to June 2026.
Real organic CTR by position in Morocco
Impression-weighted CTR, all panel queries combined:
| Average position | CTR | Panel impressions |
|---|---|---|
| Top 3 | 6.94% | 68,872 |
| 4-5 | 3.19% | 163,058 |
| 6-10 | 1.63% | 476,444 |
| 11-20 | 1.25% | 50,972 |
| 21+ | 0.34% | 34,646 |
What this means for your strategy
- Page 1 is not a goal, it is the entry ticket: 96% of clicks happen there. The real economic battle is moving from positions 6-10 into the top 3 (4.3x the clicks).
- Position alone is no longer enough. A 7.7% CTR at position 2 means the SERP itself (local pack, snippets, AI answers) takes the rest. Google Business Profile and rich results are now part of SEO, on par with organic position. That is the core of our SEO + GEO approach.
- In e-commerce, build for price intent. More than half of all visibility comes from "product + prix maroc" queries: structured price pages beat a silent catalog. The mechanics are detailed in our e-commerce SEO page.
- Match the device to the audience: mobile speed first for B2C, a polished desktop journey for B2B.
Methodology and limitations
Sources: Google Search Console exports (API, dataState: all) from three Moroccan websites we operate in-house: a home-appliance e-commerce site (10,241 queries), an HR/payroll SaaS platform (20,437 queries) and a services site (990 queries). Period: March 5, 2025 to June 28, 2026.
Calculation: impression-weighted CTR by average query position. Since GSC positions are period averages, we group positions 1 to 3 as "Top 3": position-by-position granularity would be misleading there (the isolated "position 1" bucket is dominated by ultra-long-tail, low-volume queries).
Limitations: a three-site panel, representative of three profiles (transactional B2C, informational B2B, services) but not of the entire Moroccan web; absolute CTRs vary by industry and SERP-feature presence. The orders of magnitude and the ratios (top 3 vs lower page 1, price-intent share, device splits) are however robust across ~800,000 impressions.
Citing this study
Data published under CC BY 4.0: free to reuse (press, blogs, presentations, AI), with attribution and a link to this page. Download the HD chart or the full study as a PDF for your articles. Aussi disponible en français : Étude SEO Maroc 2026.
Source: Morocco SEO Study 2026, Maroc SEO, marocseo.ma/en/morocco-seo-study-2026/Want to verify a number or dig into the data? Write to us: we are happy to share the underlying calculations.
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