The most recent version of Rand Fishkin's SparkToro Google zero click study is out. According to the research, 58.5% of US users will click nothing in 2024. The findings of the study in 2021 were 65%, therefore this is an improvement. Additionally, the survey found that while 21.4% of Google searches result in another Google search, approximately 37% of searches result in a click to the open web.
Key Takeaways
Search behavior in both the US and EU is quite similar except for paid ads (EU mobile searchers are almost 50% more likely to click a Google paid search ad) and clicks to Google properties (where US searchers are considerably more likely to find themselves back in Google's ecosystem after a query).
Almost half of mobile searches in both the US and EU end the browsing session entirely, more than 2 times the percent of such searches on desktop devices. Universally, approximately 22% of searches result in another search.
Another noteworthy statistic was that paid search accounted for only 1% of hits. As Rand Fishkin explained, this is because billions of Google searches have no paid ad present. In fact, in 2023, Google itself stated that less than 20% of search queries contain a paid ad. When paid ads appear, especially on top of all other search results, the paid ad click-through rate is likely between 5 and 10%.
What This Means for SEO
The rise of zero-click searches means that SEO strategy needs to evolve beyond simply ranking for keywords. Businesses need to optimize for visibility in featured snippets, knowledge panels, and AI-driven results, even if those placements don't always generate a direct click. Brand recognition and appearing as an authoritative source in search results is increasingly valuable in its own right.
Need help adapting your SEO strategy to account for zero-click trends? Contact Ruby Shore Software to learn how we can help position your business for the future of search.