Google search, which lists related websites when you enter a search word, is used by people all over the world. Rand Fishkin, CEO of SparkToro, a search engine optimization and marketing business for such Google searches, said that two-thirds of Google searches conducted in 2020 were links to websites displayed on the search results screen. It was a zero-click search that didn’t click, according to the research findings.
Google is always improving its search engine, and in 2018, there were 3,200 changes. To help users get the information they want as quickly as possible, Google not only displays links to websites on the search results screen, but also highlights sites that are likely to contain relevant information, and organizes information about specific situations. The knowledge graph function was also included.
As various information is displayed on the search screen, you can get some information without having to go to a new website after searching. For example, if you search for Korea in the search box, you can get specific information about Korea by looking at the Wikipedia sentence or the knowledge graph displayed on the right side of the screen. Therefore, an increasing number of users are satisfied with only the content displayed on the search result screen and do not click on the website link. Rjatord, which doesn’t go to another website in the search results screen, is called zero-click searches.
Sparktoro surveyed the zero-click search rate in Google searches conducted between January and December 2020, based on data from SimlarWeb, which deals with website traffic analysis. The results of this survey include data related to the 5.1 views Google search collected by Similar Web on mobile terminals or tablet devices around the world in 2020.
As a result of the analysis, the organic click rate was 33.59%, the paid search click rate was 1.59%, and the zero click search rate was 64.82%. You can see that nearly two-thirds of Google searches are zero-click searches. The zero-click search rate pointed out that the difference between devices is remarkable. On non-mobile devices, the organic click-through rate is 50.75%, the paid search click-through rate is 2.78%, and the zero-click search is 46.48%, and more than half of them still click something link.
On the other hand, looking at the mobile terminal results, it can be seen that the zero-click search rate is high with organic click-through rate of 21.99%, paid search click-through rate of 0.79%, and zero-click search of 77.22%.
In addition, comparing the organic click rate, paid search click rate, and zero click search rate from January 2018 to December 2020 based on Simily Web data, the organic click rate is increasing in 2020, and the paid search click rate is gradually rising. Related information can be found here.