The Majority of Google Searches in 2024 Result in No Clicks
In a recent study conducted by Rand Fishkin, CEO and co-founder of SparkToro, it was found that the majority of Google searches in 2024 result in zero clicks. Specifically, 58.5% of searches in the U.S. and 59.7% in the EU ended without users clicking on any results. This phenomenon is known as a zero-click search, where users either end their session or enter a new query without engaging further.
The implications of this data are significant, particularly for businesses and websites that rely on search rankings. Clicks have a direct impact on Google Search rankings, as confirmed during the Google antitrust trial and supported by the findings of the Google Search leak. As Google shifts towards becoming more of an answer engine rather than a search engine, understanding the evolving behavior of searchers is crucial.
One interesting finding from the study is that nearly 30% of all clicks in the U.S. go to Google-owned properties such as YouTube, Google Images, and Google Maps. While this may seem concerning for website owners, it is important to consider the context. For example, if someone clicks on a YouTube video created by a business or brand in response to their search query, they may still be getting the information they need without visiting a separate website. Similarly, searches with local intent, such as finding directions to a restaurant, may not require visiting a website if the necessary information is available within Google Maps.
Where it becomes concerning is when Google expands into new verticals and dominates the market, leaving websites to fight for scraps of organic search traffic. This can be particularly challenging for smaller businesses or industries that heavily rely on website traffic for visibility and revenue.
Another notable finding is that for every 1,000 Google searches, 360 clicks in the U.S. and 374 clicks in the EU go to websites outside of Google’s ecosystem. While the exact number of daily Google searches is unknown, estimates suggest it surpasses 8.5 billion, meaning billions of clicks are still directed to the open web. This indicates that despite the rise of zero-click searches, there is still significant traffic flowing to websites.
The study also observed a slight increase in desktop searches and a considerable decrease in mobile searches when comparing May to the previous four months. This could suggest a shift in user behavior and preferences, with more people utilizing desktop devices for search.
It’s important to note that the data collected for this study was based on clickstream data from Datos, owned by Semrush, and represents a diverse and statistically significant sample of users. However, like all data, there are limitations and caveats that should be considered.
Overall, the findings of this study shed light on the changing landscape of search behavior and emphasize the need for businesses and website owners to adapt their strategies accordingly. While zero-click searches are on the rise, there is still value in optimizing for more than just Classic Search and ensuring that websites provide a seamless user experience for those who do click through. As Google continues to evolve its search engine, staying informed and adapting to these changes will be crucial for maintaining visibility and success in the digital landscape.
