It turns out that about two-thirds of Google searches conducted in 2020 were 'zero-click searches' that do not click on the search result site

Google search, which displays a list of related websites when you enter a search word, is used by people all over the world, and is sometimes used as the verb

'guguru' in Japan. Regarding such Google search, Rand Fishkin, CEO of Spark Toro , which is engaged in search engine optimization (SEO) and marketing business, said, 'About two-thirds of Google searches conducted in 2020 will be displayed on the search result screen. It was a ' zero-click search ' that did not click the link to the site. '

In 2020, Two Thirds of Google Searches Ended Without a Click | SparkToro

Google is constantly improving the search engine, and it is said that 3200 changes were made in 2018. To help users get the information they want as soon as possible, Google not only displays website links on search results screens, but also highlights sites that are likely to contain particularly relevant information. It also includes features such as 'snippets' and 'knowledge graphs' that summarize information about specific matters. Read the following articles to learn more about the various features that Google Search focuses on.

What are the features of Google's search engine that make 3200 changes in a year? --GIGAZINE

As a result of various information being displayed on the search screen, it is possible to obtain a certain amount of information without having to move to a new website after searching. For example, if you search for 'Japan' in Google search ...

You can get certain information about Japan by looking at the Wikipedia text displayed at the top and the Knowledge Graph displayed on the right side of the screen. Therefore, it is said that the number of users who are satisfied only with the content displayed on the search result screen and do not click the link to the website is increasing. A search that does not move from the search result screen to another website is called 'zero-click search'.

Based on data from SimilarWeb , which analyzes website traffic, Fishkin investigated 'the percentage of zero-click searches in Google searches conducted from January to December 2020.' The results of this survey include data on Google searches totaling 5.1 trillion times collected by SimilarWeb from mobile terminals, tablets, and PC devices around the world in 2020.

This is a pie chart showing the results of the analysis. Blue is the 'click rate for organic search ' that clicks a link to a general website displayed on the search result screen, and reddish purple is the 'click rate for paid search ' that is displayed at the top of the search result screen , Black indicates the percentage of 'zero click search' that did not click on any link. The click rate of organic search is 33.59%, the click rate of paid search is 1.59%, and the zero click search rate is 64.82%, which shows that nearly two-thirds of Google search is zero click search.

Fishkin pointed out that the percentage of zero-click searches was significantly different depending on the device. The graph below is a pie chart of the results of non-mobile terminals including large tablets, notebook PCs, and desktop PCs. On non-mobile devices, the click rate for organic search is 50.75%, the click rate for paid search is 2.78%, and the click rate for zero click search is 46.48%, and it seems that more than half of them are still clicking some kind of link.

On the other hand, looking at the results of mobile terminals, the click rate of organic search is 21.99%, the click rate of paid search is 0.79%, and the click rate of zero click search is 77.22%, which means that the ratio of zero click search is quite high. Can be seen.

Also, based on SimilarWeb data, this shows the click rate of organic search, the click rate of paid search, and the zero click search rate from January 2018 to December 2020. The results show that the click-through rate for organic search has increased slightly since the beginning of 2020, and the click-through rate for paid search has also gradually increased.

in Web Service, Posted by log1h_ik