‘Zero-Click’ Search is becoming a thing
“According to SimilarWeb data, analyzed by Rand Fishkin, nearly two-thirds (65%) of Google searches “ended in the search results without clicking to another web property.” The figure is larger for mobile (77.2%) than desktop (46.5%). Zero-click search as a phenomenon has been around for several years. It’s a misnomer; the user may be engaging with – and clicking on – Google content (e.g., Travel results, Local Pack, Shopping, Snippets) but just not visiting an underlying website. In August of 2019, zero-click search was just over 50%. That was based on US data from Jumpshot. The SimilarWeb data is global, meaning the phenomenon (or problem) is worldwide.”
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