A new Semrush study has found that zero-click Google searches aren’t quite the boogeyman they’ve been made out to be in SEO circles in recent years.
Where clicks went. Here’s an image summing up the findings for desktop Google searches:.
- Organic clicks: 45.1%
- Zero clicks: 25.6%
- Keyword change (zero-click, query refinement): 17.9%
- Clicks to other Google properties (eg, images, news, shopping) 9.7%
- Paid clicks: 1.8%
And here’s an image summing up the findings for mobile Google searches:
- Organic clicks: 43.1%
- Keyword change (zero-click, query refinement): 29.3%
- Zero clicks: 17.3%
- Clicks to other Google properties (eg, images, news, shopping) 10.3%
- Paid clicks: 0.02%
Methodology. The study was conducted by Semrush in May, based on an anonymous sample of 20,000 U.S. desktop and mobile users. Semrush analyzed a total of 609,809 search queries (308,978 on desktop, 146,390 on mobile).
Semrush vs. past studies. SparkToro did a pair of studies (in 2019 and 2020). Here’s Search Engine Land’s coverage of those reports:
Both studies had, let’s say, issues. Barry Schwartz outlined some of those issues on Search Engine Roundtable.
Had there been another analysis this year or last by SparkToro, I’d imagine Google zero-click searches would be somewhere around 85%. (Sorry, couldn’t resist.)
Read the study. It’s definitely an interesting read that I highly recommend reading. See Semrush’s Zero-Clicks Study.
Why we care. Since 2019, there has been a lot of noise made about how Google is...
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