Almost 30% of people are having to redo their Google searches, either by refining or extending queries, according to research published earlier this month by SEMRush, an online marketing software company.
SEMRush took data from 20,000 anonymous users who made 455,368 unique searches. It then looked at how long it took them to make a subsequent action. For over 70% of users, it took less than 15 seconds to make a secondary click, meaning they most likely found the website or answer they were looking for. Almost 30% of users, however, were refining, redoing or extending their searches in some way, suggesting that for some, answers weren't effectively percolating to the top.
This 30% number comes from 9.7% of users who engaged in a "Google Click," meaning they clicked on images or something in a carousel after making a query. For these people, they may have actually found what they were looking for. Another 17.9% of users made modifications to "Google Keyword," or ways to modify their original query. This totals to 27.6%, which was then rounded up by SEMRush.
Satisfaction wasn't something measured in this study, just click behaviors after making a Google Search. It's possible a person could have been happy with an initial result and might have wanted to rephrase to investigate further.
Keyword changes happened more often on mobile, at 29.3% versus 17.9% on desktop, SEMRush found. It suggests people in need of quick information might be looking for answers on Google rather...
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