Google clickstream data released by SparkToro founder Rand Fishkin reveals that 50.33% of Google searches ended without the visitors clicking on any organic or paid search results.
An earlier study was done in the first quarter of 2019 also revealed that 49% of the searches on Google were zero-click. In the first quarter of 2016, it was around 44%. A good percentage of these clicks were happening on mobile devices where generally the search volume is the highest.
The study makes it abundantly clear that a bulk of Google searches did not progress beyond the search results page. Google also diverts a high percentage of searchers to other Alphabet-owned properties.
The study also stated that 94% of all searches from the United States occur on a Google property. It makes Google a clear monopoly holder on searches. Fishkin said this will be discussed in a keynote address scheduled to be held at SMX East on November 13 in New York City.
People are curious to know the status of paid search. Fishkin is of the opinion that paid search CTR will possibly drop over the next few months. His view is that each time Google changes how paid ads appear in the search results, it leads to a rise in ad CTR first and then a slow decline. This happens because searchers get familiar with the format of the ad and hence do not notice them. However, Zero-click searches do not deny opportunities completely.
The high-value information appearing in Google’s results like billboard ads or press mentions, harder to track than website traffic, but it’s still exposing your brand name to an audience, building familiarity, and sharing information. In my opinion, the brands that find ways to benefit from that type of SERP exposure, even without a click, will be the ones who win at this new form of on-SERP SEO.”
Why it matters:
The percentage of zero-click searches have been on a steady rise over the years. Today, more searches end without users clicking through to a page. This means less traffic and fewer marketing opportunities for brands and publishers.
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