Study: 60% of Google searches end without a click in 2024

A new research effort led by Rand Fishkin, the CEO and co-founder of SparkToro, together with Datos (owned by Semrush), sheds light on Google’s search patterns in 2024. Drawing on data from the United States and the European Union, their latest study reveals key trends and prompts critical discussions on the changing dynamics of search and its effects on internet traffic.

Here are the main takeaways in a nutshell:

Search Trends

• 70% of all search clicks go to Organic Search listings after performing an online search, while only 1% click on a paid ad.
• Google’s overall search volume and market share remain robust despite criticisms and new AI-driven tools entering the market.
• Despite the increase in total search volume, the percentage of searches leading to the open web is on a decline in both the US and EU.
• Searches per searcher are at historic highs in both regions.

Zero -Click Searches Persist

• In the US, 58.5% of Google searches end without a click.
• In the EU, the share of zero-click searches is 59.7%.
• This indicates a high number of searches where users find their answers directly on the search page or are dissatisfied and modify their query.

Google’s Ecosystem

• Almost 30% of clicks in the US go to Google-owned properties.
• The influence of EU regulations may be perceptible, however, Google continues to maintain its dominant position.

Impact of AI Overviews

As quick refresher, Google’s AI Overviews – initially launched in the United States in May 2024- are a modified search experience within Google which leverages generative AI to dynamically respond to users’ queries. This new feature will most likely lead to significant decreases in Organic search traffic and click through rates for businesses and publishers since users may get answers from the AI-generated summaries without clicking through the traditional organic search listings.

• The introduction and subsequent rollback of AI Overviews in May 2024 didn’t significantly alter initial search behaviors.
• Mobile searches saw a significant dip, while desktop searches rose slightly.

Mobile Vs. Desktop Behavior

• Mobile searches represent about two-thirds of total search volume, exhibiting different behavior patterns compared to desktop. Among others:
• Clicks to organic search listings in the U.S. are 17% higher on desktop than mobile devices (77.4% vs 66.5%).

The trends outlined in this interesting study signal a significant shift in search behavior and challenges traditional SEO strategies. With Google increasingly providing direct answers and keeping users within its ecosystem, websites must adapt to capture the diminishing organic traffic. SEO efforts should now focus on optimizing for featured snippets, knowledge panels, and other SERP features to maximize visibility in this evolving landscape. The study underscores the importance of diversifying traffic sources and rethinking content strategies to remain competitive in an era where zero-click searches dominate.

Uncertain how to leverage these search insights for your digital marketing strategy? I’m here to help translate this data into strategic actions tailored for your business. Let’s connect!