Do you know that a significant portion of Google searches result in zero clicks, with 58.5% coming from the U.S.A and 59.7% coming from the EU. 

What we mean by zero-click search is that users either end their session or enter a new query without clicking on any of the results.

This data comes from a recent zero-click search study published by Rand Fishkin, CEO and co-founder of SparkToro, based on clickstream data from Datos, owned by Semrush.

Why It Matters

Just to get you back on the track “Clicks” significantly impact Google Search ranking of a website. This was confirmed by Google itself during their antitrust trial and is also indicated by findings from the Google Search leak.

So if users are searching for a query but not clicking on your website even if you rank 1st on the page you are losing a good amount of traffic + you might lose your rank as well. If your competitors are getting more clicks from other relevant searches.  

However, it’s important to note that not all users need to click on a link to find their answers. Many zero-click searchers may have been from users who are not your target audience in the first place.

What Does The Report Say

Nearly 30% of all clicks in the U.S. go to Google-owned properties, such as YouTube, Google Images, and Google Maps. This raises a few points for consideration:

  • YouTube Clicks: Users may watch a video created by a business, brand, or content creator, providing value even without visiting a separate website.
  • Local Searches: For searches with local intent, users might find directions or information directly through Google Maps, which serves their needs without requiring a website visit.

Although Google keeps users within its ecosystem, this shouldn’t necessarily be concerning if your optimization efforts extend beyond classic search. The goal is for searchers to find what they need, even if it means staying within Google’s environment.

So if you need help with the same feel free to go ahead with our SEO services.

AI Overviews Impact

The report suggested that AI Overviews had a great impact on the searches. As desktop searches increased slightly, while mobile searches decreased considerably between May and the previous four months. 

As you might know AI Overviews was released in May, which initially faced criticism for providing dangerous and incorrect answers.

Google has since then committed to improving the quality of AI Overviews, stating that users appreciate this feature, though no specific data was provided to support this claim.

About the Data

The data was collected by Datos’ U.S. & EU panel from September 2022 to May 2024, representing a diverse and statistically significant sample of users. Despite its limitations, this data provides insights into the changing behaviour of searchers as Google evolves from a traditional search engine to an answer engine.

The Report

The 2024 Zero-Click Search Study reveals that for every 1,000 EU Google searches, only 374 clicks go to the open web, compared to 360 clicks in the U.S. This highlights the growing trend of zero-click searches and the importance of understanding user behaviour to adapt your SEO strategy effectively. Feel free to read the report here.