New data published by SparkToro’s, Rand Fishkin reveals that the troubling trend of “zero-click” searches on Google is growing.
Next steps for search marketers
Zero-click searches result in users remaining on a Google-owned property such as Google.com, Google Images, Google Maps, and YouTube rather than moving on to a third-party website from an organic search result.
Mr. Fishkin first wrote about this phenomenon last October, highlighting how millions of queries are answered directly on the search results pages using content that Google scrapes from other people’s websites.
Zero-click searches outpace organic-click searches for the first time ever
The zero-click data, reported by data intelligence platform Jumpshot, reveals that zero-click searches comprised just under 55% of all searches on Google in June 2019. This is the first time zero-click searches have exceeded organic clicks since Google’s launch 20 years ago.
Fishkin makes an important distinction between zero-click searches which already cannibalize organic traffic to external websites versus Google sending traffic to their own properties – essentially, Google is doing both.
Fishkin notes that about six percent of queries and 12% of clicks are being funneled to Google-owned properties such as YouTube, Map’s, and Google’s own blog.
Google dominates mobile searches
The Jumpshot data referenced above only includes browser-based searches, but mobile search using Google properties is ubiquitous.
When factoring in mobile apps, Google’s total market share is a staggering 97% (including mobile and desktop searches). This number includes searches from the Google Maps, Google Search, and YouTube apps which are installed on everyone’s phone.
The Jumpshot data reveals a clear connection with the diminishing number of organic clicks to the increasing number of zero-click searches. That is, as the percentage of…